Influence of youtube vlogers on purchasing intention of consumers
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Abstract (EN)
The present study investigates the influence of YouTube vloggers with cosmetic content on intention of procurement of consumers who follow the channel. 303 participants following various YouTube vloggers were selected with convenience sampling method. An online survey method was used to collect data. SPSS 25.0 program was used to analyse the data, findings were statistically interpreted in confidence interval of 95%. Percentage and frequency analysis, reliability and factor analysis and multiple regression analysis were used to analyse data.
Author
Seda Tunçay
Institution
How to Cite
Seda Tunçay (Master Thesis). Influence of youtube vlogers on purchasing intention of consumers, 2019, Bursa Uludağ Üni̇versi̇ty.
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