The Influence of Youtube Beauty Vloggers’ Drama on The Profit of Cosmetics Brand

Abstract

In the world of YouTube, a place where fame is cherished, stirring up some disputes or conflicts may be one of the best ways for YouTube beauty vloggers to earn publicity.  Disputes and conflicts are commonly generated out of individual distinction, benefits, and other reasons. The disputes and conflicts are widely recognized as drama on YouTube. Famous YouTube beauty vloggers are usually caught in dramas. The dramas trigger discussions across the entire network, spread across multiple platforms, and some vloggers even produce long videos to scrutinize the events. Discussions are not limited to the protagonists, recommended cosmetics products and brands are also a part of the discussion. The discussion brings about more exposure to both YouTube beauty vloggers and mentioned cosmetics products. Characters involved in dramas mostly have signed promotion contracts with great cosmetics companies or have established their own cosmetics brand. The study is aimed to discuss the relationship between drama and profits of cosmetics brands YouTube beauty vloggers collaborated with or endorsed their own cosmetics brands.