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| DC 欄位 | 值 | 語言 |
|---|---|---|
| dc.contributor.advisor | 黃俊堯(Chun Yao Huang) | |
| dc.contributor.author | Michelle Chao | en |
| dc.contributor.author | 趙琳 | zh_TW |
| dc.date.accessioned | 2021-05-11T05:05:44Z | - |
| dc.date.available | 2019-06-08 | |
| dc.date.available | 2021-05-11T05:05:44Z | - |
| dc.date.copyright | 2019-06-08 | |
| dc.date.issued | 2019 | |
| dc.date.submitted | 2019-06-04 | |
| dc.identifier.citation | “46 Fascinating and Incredible YouTube Statistics.” Brandwatch, 2019, www.brandwatch.com/blog/youtube-stats/. Accessed 4 Apr. 2019.
Burke, Kayleigh E. Social Butterflies: How Social Media Influencers Are the New Celebrity Endorsement. 10 May 2017. Accessed 4 Mar. 2019. Cocker, Hayley L., and James Cronin. “Charismatic Authority and the YouTuber.” Marketing Theory, vol. 17, no. 4, 9 Feb. 2017, pp. 455–472, 10.1177/1470593117692022. Accessed 1 Mar. 2019. Forbes, Kristen. “Examining the Beauty Industry’s Use of Social Influencers.” Elon Journal of Undergraduate Research in Communications, vol. 7, no. 2, 2016. Accessed 1 Mar. 2019. Fred, Stephanie. Examining Endorsement and Viewership Effects on the Source Credibility of YouTubers. Jan. 2015. Accessed 1 Mar. 2019. Georgia, Androulaki Ralli. The Leading Role of Influencers in the YouTube Beauty Community. 13 May 2015. Accessed 10 Mar. 2019. Kim, Jae Wook, et al. “It Takes a Marketplace Community to Raise Brand Commitment: The Role of Online Communities.” Journal of Marketing Management, vol. 24, no. 3–4, 28 Apr. 2008, pp. 409–431, 10.1362/026725708x306167. Accessed 28 Apr. 2019. Lesser, Eric. Knowledge And Communities. S.L., Routledge, 2017. Mangold, W. Glynn, and David J. Faulds. “Social Media: The New Hybrid Element of the Promotion Mix.” Business Horizons, vol. 52, no. 4, July 2009, pp. 357–365, 10.1016/j.bushor.2009.03.002. Salsabila, Rr Rahmanissa, et al. EVALUATING THE CONTENT MARKETING STRATEGY OF 3 SUCCESSFUL BEAUTY VLOGGERS. 2017. Accessed 20 Apr. 2019. Tiago, Maria Teresa Pinheiro Melo Borges, and José Manuel Cristóvão Veríssimo. “Digital Marketing and Social Media: Why Bother?” Business Horizons, vol. 57, no. 6, Nov. 2014, pp. 703–708, 10.1016/j.bushor.2014.07.002. Accessed 28 Apr. 2019. Yadav, Mayank, et al. “Mobile Social Media: The New Hybrid Element of Digital Marketing Communications.” Procedia - Social and Behavioral Sciences, vol. 189, May 2015, pp. 335–343, 10.1016/j.sbspro.2015.03.229. Accessed 12 Apr. 2019. “YouTube: Annual Beauty Content Views 2018 | Statistic.” Statista, Statista, 2018, www.statista.com/statistics/294655/youtube-monthly-beauty-content-views/. Accessed 28 Mar. 2019. Yuksel, Hale Fulya. “FACTORS AFFECTING PURCHASE INTENTION IN YOUTUBE VIDEOS.” Bilgi Ekonomisi ve Yönetimi Dergisi, vol. 11, no. 2, 2016. Accessed 1 Mar. 2019. | |
| dc.identifier.uri | http://tdr.lib.ntu.edu.tw/handle/123456789/797 | - |
| dc.description.abstract | N/A | zh_TW |
| dc.description.abstract | This paper is an exploration of the popularity of makeup ‘beauty gurus’ on YouTube and what implications this has on branding collaborations for cosmetic brands. Through careful analysis of the videos from the most popular beauty YouTubers today, this paper will explore and determine which characteristics defined the success of these online influencers. Following this, this paper will further explore why YouTubers are attractive to brands for marketing purposes.
The case study by observation method to investigate the video content of the most popular beauty YouTubers in the English-speaking world today, and to try to determine what qualities make these YouTubers so popular. The popularity of the YouTuber is determined by subscriber count in this study. The content and comment sections for five videos of the ten of the most popular beauty gurus on YouTube are analyzed for certain qualities. The results show that the most important characteristics a YouTuber should possess, according to the first category, are aesthetic and literary, followed by honesty, slogan, completeness, instructiveness, relevance, personal connection, and user engagement. The least important characteristic is passion, followed by unity, then repetitiveness, accuracy, and motivational. In terms of the second category, the top five important characteristics are literary, aesthetic, slogan, completeness, and appropriateness, and the five least important are passion, morality, reward, unity, and relatability. Additionally, all the YouTubers have a high level of interaction with their audiences. From audience comments, it is also easy to see that they hold direct influence over their audiences’ purchasing decisions. | en |
| dc.description.provenance | Made available in DSpace on 2021-05-11T05:05:44Z (GMT). No. of bitstreams: 1 ntu-108-R06749003-1.pdf: 14599325 bytes, checksum: 1e07b86c2e0ed0a2a76176e4d45e23b5 (MD5) Previous issue date: 2019 | en |
| dc.description.tableofcontents | Abstract……………………………………………………………..ii
Table of Contents…………………………………………………..iii List of Figures……………………………………………….……...v List of Tables………………………………………………...……..vi 1. Introduction………………………………………………....……..1 1.1 General Topic Area…………………………………..………...……..1 1.2 Purpose of Study………………………………………..…...………..2 2. Literature Review……………………………………..…....……..3 2.1 Digital Marketing Communication………………………...…..……..3 2.2 Online Community…………………..………….…………...………..4 2.3 YouTubers…………………………………………………...………..5 3. Methodology……………………………………..….............……..9 3.1 Method…………………...….………………….…………...………..9 3.2 Analytical Framework……………………….………………………..9 3.3 Data Collection……………………………….……..……...………..15 3.4 Samples and Subject……………..…………….…………...………..18 4. Empirical Study………………………….……...…............……..20 4.1 Observation by Sample……………..…………….………...………..20 4.2 Findings……………..……………….…………………….......……..36 5. Conclusion……………………………..………..……..........……..40 5.1 Results……………..………………….………………….........……..44 5.2 Branding Implications……………..….………………….........……..50 5.3 Limitations……………..………………….……………...........……..52 References………………………..………………………………………..54 Appendices………………………..…………………………...…………..56 | |
| dc.language.iso | en | |
| dc.subject | 美妝 | zh_TW |
| dc.subject | YouTube | zh_TW |
| dc.subject | YouTube | en |
| dc.subject | influencers | en |
| dc.subject | makeup | en |
| dc.subject | beauty guru | en |
| dc.title | YouTube美妝網紅分析 | zh_TW |
| dc.title | A Study of Beauty Gurus on YouTube | en |
| dc.date.schoolyear | 107-2 | |
| dc.description.degree | 碩士 | |
| dc.contributor.oralexamcommittee | 陳家麟(Chialin Chen),孔令傑(Ling Chieh Kung) | |
| dc.subject.keyword | 美妝,YouTube, | zh_TW |
| dc.subject.keyword | YouTube,influencers,makeup,beauty guru, | en |
| dc.relation.page | 94 | |
| dc.identifier.doi | 10.6342/NTU201900824 | |
| dc.rights.note | 同意授權(全球公開) | |
| dc.date.accepted | 2019-06-04 | |
| dc.contributor.author-college | 管理學院 | zh_TW |
| dc.contributor.author-dept | 企業管理碩士專班 | zh_TW |
| 顯示於系所單位： | 管理學院企業管理專班(Global MBA) | |
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| 檔案 | 大小 | 格式 | |
|---|---|---|---|
| ntu-108-1.pdf | 14.26 MB | Adobe PDF | 檢視/開啟 |
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