Exportar Publicação

Bilro, R. G., Loureiro, S. M. C., Guerreiro, J. & Raposo, D. (2020). An empirical study on influencers and their engagement factors: The YouTubers' perspective. In Proceedings of the 49th European Marketing Academy Conference (EMAC). Budapest: European Marketing Academy (EMAC).

R. J. Bilro et al.,  "An empirical study on influencers and their engagement factors: The YouTubers' perspective", in Proc. of the 49th European Marketing Academy Conf. (EMAC), Budapest, European Marketing Academy (EMAC), 2020

@inproceedings{bilro2020_1714122889751,
	author = "Bilro, R. G. and Loureiro, S. M. C. and Guerreiro, J. and Raposo, D.",
	title = "An empirical study on influencers and their engagement factors: The YouTubers' perspective",
	booktitle = "Proceedings of the 49th European Marketing Academy Conference (EMAC)",
	year = "2020",
	editor = "",
	volume = "",
	number = "",
	series = "",
	publisher = "European Marketing Academy (EMAC)",
	address = "Budapest",
	organization = "European Marketing Academy (EMAC)",
	url = "http://proceedings.emac-online.org/index.cfm?eventid=2&EMAC%202020%20Annual%20Con"
}

TY  - CPAPER
TI  - An empirical study on influencers and their engagement factors: The YouTubers' perspective
T2  - Proceedings of the 49th European Marketing Academy Conference (EMAC)
AU  - Bilro, R. G.
AU  - Loureiro, S. M. C.
AU  - Guerreiro, J.
AU  - Raposo, D.
PY  - 2020
SN  - 2709-1589
CY  - Budapest
UR  - http://proceedings.emac-online.org/index.cfm?eventid=2&EMAC%202020%20Annual%20Con
AB  - The current marketing arena is witnessing that the use of influencers or third-party content-generators is an efficient practice. Adding the fact that one of the arising-stars platforms in the social media spectrum is YouTube, the current research aims to understand how YouTube influencers can contribute to the process of customer engagement. The present research methodology is based on a qualitative approach through in-depth interviews of 22 female Youtubers devoted to the lifestyle categories. The questionnaire was built upon existing literature, aiming to understand what are the engagement factors that influencers should rely on to promote engagement from followers with the focal advertised object (i.e., product, brand). But this time from the Youtubers perspective. From the development of this study, a set of customer engagement factors arise. Based on the results we can claim that having an informal relationship with brands, presenting different content from others in the industry, or having a well-connected relationship with followers are engagement factors that contribute to customer engagement.
ER  -