Consumers’ Perceptions of YouTubers: The Case of Turkey

Abstract

With advances in information and communication technologies, social media has not only been an integral part of our lives but also paved the way for the emergence of new applications in marketing activities, one of which is conducted by YouTubers, who have captured the attention of brands due to the massive influence they have on millions of their followers. In line with this purpose, face-to-face surveys were conducted in November-December 2017 with 257 students from Kastamonu University in Turkey. Results reveal four factors of participants' perceptions: YouTuber Video Perception, Content Sharing, Perceived Benefit and Impact on Purchase Decision.