HOW SOCIAL MEDIA AFFECTS THE PURCHASE INTENTIONS OF FEMALE CONSUMERS IN MACAO - WATCHING BEAUTY AND COSMETICS PRODUCT EXPERIENCE VIDEOS ON YOUTUBE

YouTube has become increasingly popular for marketing purposes. As corporate and user-generated content is widely available on this platform, beauty-related professionals need to understand how to create videos that make their products more appealing and stand out from the clutter. In this study, we...

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Detalles Bibliográficos
Autores: Chan, Velda, Silva, Susana C., Lampo, Alessandro
Tipo de recurso: artículo
Estado:Versión publicada
Fecha de publicación:2022
País:Brasil
Institución:Centro Universitário Christus (Unichristus)
Repositorio:Revista Gestão em Análise (Online)
Idioma:inglés
OAI Identifier:oai:ojs.emnuvens.com.br:article/3947
Acceso en línea:https://periodicos.unichristus.edu.br/gestao/article/view/3947
Access Level:acceso abierto
Palabra clave:YouTube marketing
YouTube beauty products
beauty and cosmetics marketing
purchase intention
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spelling HOW SOCIAL MEDIA AFFECTS THE PURCHASE INTENTIONS OF FEMALE CONSUMERS IN MACAO - WATCHING BEAUTY AND COSMETICS PRODUCT EXPERIENCE VIDEOS ON YOUTUBEYouTube marketingYouTube beauty productsbeauty and cosmetics marketingpurchase intentionYouTube has become increasingly popular for marketing purposes. As corporate and user-generated content is widely available on this platform, beauty-related professionals need to understand how to create videos that make their products more appealing and stand out from the clutter. In this study, we examine four factors (i.e., perceived usefulness of the information, perceived credibility of the information, attitude toward the purchase, and perceived video characteristics) that affect the purchase intentions of female consumers. After viewing beauty-related videos, a sample of 204 female consumers was analyzed by structural equation modeling. The findings showed that videos with more views, likes, and comments tend to have a greater effect on the respondents' intentions to purchase. Also, the factors of perceived usefulness of the information, perceived credibility of the information, and attitude toward the purchase exhibited a significant effect on the intention to buy beauty-related products. The result showed that perceived video characteristics (such as quality and visuals) did not significantly influence the purchase intention, however, there is evidence that this factor should not be ignored by content creators. Finally, our research provides insights, strategies, and future directions for industry practitioners and marketers.Instituto para o Desenvolvimento da Educacao2022-09-19info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://periodicos.unichristus.edu.br/gestao/article/view/394710.12662/2359-618xregea.v11i3.p107-118.2022Journal Of Management Analysis; Vol. 11 No. 3 (2022); 107-118Revista Gestão em Análise; Vol. 11 Núm. 3 (2022); 107-118Revista Gestão em Análise; Vol. 11 No 3 (2022); 107-118Revista Gestão em Análise; v. 11 n. 3 (2022); 107-1182359-618X1984-729710.12662/2359-618xregea.v11i3.2022reponame:Revista Gestão em Análise (Online)instname:Centro Universitário Christus (Unichristus)instacron:CHRISTUSenghttps://periodicos.unichristus.edu.br/gestao/article/view/3947/1625Copyright (c) 2022 Revista Gestão em Análiseinfo:eu-repo/semantics/openAccessChan, VeldaSilva, Susana C.Lampo, Alessandro2023-10-09T16:17:55Zoai:ojs.emnuvens.com.br:article/3947Revistahttp://periodicos.unichristus.edu.br/index.php/gestao/indexPRIhttps://periodicos.unichristus.edu.br/gestao/oairevistagestaoemanalise@unichristus.edu.br2359-618X1984-7297opendoar:2023-10-09T16:17:55Revista Gestão em Análise (Online) - Centro Universitário Christus (Unichristus)false
dc.title.none.fl_str_mv HOW SOCIAL MEDIA AFFECTS THE PURCHASE INTENTIONS OF FEMALE CONSUMERS IN MACAO - WATCHING BEAUTY AND COSMETICS PRODUCT EXPERIENCE VIDEOS ON YOUTUBE
title HOW SOCIAL MEDIA AFFECTS THE PURCHASE INTENTIONS OF FEMALE CONSUMERS IN MACAO - WATCHING BEAUTY AND COSMETICS PRODUCT EXPERIENCE VIDEOS ON YOUTUBE
spellingShingle HOW SOCIAL MEDIA AFFECTS THE PURCHASE INTENTIONS OF FEMALE CONSUMERS IN MACAO - WATCHING BEAUTY AND COSMETICS PRODUCT EXPERIENCE VIDEOS ON YOUTUBE
Chan, Velda
YouTube marketing
YouTube beauty products
beauty and cosmetics marketing
purchase intention
title_short HOW SOCIAL MEDIA AFFECTS THE PURCHASE INTENTIONS OF FEMALE CONSUMERS IN MACAO - WATCHING BEAUTY AND COSMETICS PRODUCT EXPERIENCE VIDEOS ON YOUTUBE
title_full HOW SOCIAL MEDIA AFFECTS THE PURCHASE INTENTIONS OF FEMALE CONSUMERS IN MACAO - WATCHING BEAUTY AND COSMETICS PRODUCT EXPERIENCE VIDEOS ON YOUTUBE
title_fullStr HOW SOCIAL MEDIA AFFECTS THE PURCHASE INTENTIONS OF FEMALE CONSUMERS IN MACAO - WATCHING BEAUTY AND COSMETICS PRODUCT EXPERIENCE VIDEOS ON YOUTUBE
title_full_unstemmed HOW SOCIAL MEDIA AFFECTS THE PURCHASE INTENTIONS OF FEMALE CONSUMERS IN MACAO - WATCHING BEAUTY AND COSMETICS PRODUCT EXPERIENCE VIDEOS ON YOUTUBE
title_sort HOW SOCIAL MEDIA AFFECTS THE PURCHASE INTENTIONS OF FEMALE CONSUMERS IN MACAO - WATCHING BEAUTY AND COSMETICS PRODUCT EXPERIENCE VIDEOS ON YOUTUBE
dc.creator.none.fl_str_mv Chan, Velda
Silva, Susana C.
Lampo, Alessandro
author Chan, Velda
author_facet Chan, Velda
Silva, Susana C.
Lampo, Alessandro
author_role author
author2 Silva, Susana C.
Lampo, Alessandro
author2_role author
author
dc.subject.por.fl_str_mv YouTube marketing
YouTube beauty products
beauty and cosmetics marketing
purchase intention
topic YouTube marketing
YouTube beauty products
beauty and cosmetics marketing
purchase intention
description YouTube has become increasingly popular for marketing purposes. As corporate and user-generated content is widely available on this platform, beauty-related professionals need to understand how to create videos that make their products more appealing and stand out from the clutter. In this study, we examine four factors (i.e., perceived usefulness of the information, perceived credibility of the information, attitude toward the purchase, and perceived video characteristics) that affect the purchase intentions of female consumers. After viewing beauty-related videos, a sample of 204 female consumers was analyzed by structural equation modeling. The findings showed that videos with more views, likes, and comments tend to have a greater effect on the respondents' intentions to purchase. Also, the factors of perceived usefulness of the information, perceived credibility of the information, and attitude toward the purchase exhibited a significant effect on the intention to buy beauty-related products. The result showed that perceived video characteristics (such as quality and visuals) did not significantly influence the purchase intention, however, there is evidence that this factor should not be ignored by content creators. Finally, our research provides insights, strategies, and future directions for industry practitioners and marketers.
publishDate 2022
dc.date.none.fl_str_mv 2022-09-19
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://periodicos.unichristus.edu.br/gestao/article/view/3947
10.12662/2359-618xregea.v11i3.p107-118.2022
url https://periodicos.unichristus.edu.br/gestao/article/view/3947
identifier_str_mv 10.12662/2359-618xregea.v11i3.p107-118.2022
dc.language.iso.fl_str_mv eng
language eng
dc.relation.none.fl_str_mv https://periodicos.unichristus.edu.br/gestao/article/view/3947/1625
dc.rights.driver.fl_str_mv Copyright (c) 2022 Revista Gestão em Análise
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2022 Revista Gestão em Análise
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Instituto para o Desenvolvimento da Educacao
publisher.none.fl_str_mv Instituto para o Desenvolvimento da Educacao
dc.source.none.fl_str_mv Journal Of Management Analysis; Vol. 11 No. 3 (2022); 107-118
Revista Gestão em Análise; Vol. 11 Núm. 3 (2022); 107-118
Revista Gestão em Análise; Vol. 11 No 3 (2022); 107-118
Revista Gestão em Análise; v. 11 n. 3 (2022); 107-118
2359-618X
1984-7297
10.12662/2359-618xregea.v11i3.2022
reponame:Revista Gestão em Análise (Online)
instname:Centro Universitário Christus (Unichristus)
instacron:CHRISTUS
instname_str Centro Universitário Christus (Unichristus)
instacron_str CHRISTUS
institution CHRISTUS
reponame_str Revista Gestão em Análise (Online)
collection Revista Gestão em Análise (Online)
repository.name.fl_str_mv Revista Gestão em Análise (Online) - Centro Universitário Christus (Unichristus)
repository.mail.fl_str_mv revistagestaoemanalise@unichristus.edu.br
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score 15,301603

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