The Influence of YouTubers in Consumer Behavior

Abstract

The massive use of the Internet, the development of new information and communication technologies and their consequent appropriation by individuals, transformed the way of acting, being and communicating in today’s society. A growing number of companies that invest in audiovisual content, as part of the outreach strategy of its products/brands. It’s a valuable, elaborate tool that can help a variety of marketing strategies reach new audiences, create more compelling, and far-reaching content. In this sense, this research was carried out in order to verify the behavior of consumers regarding this tool, in order to understand the influence of YouTubers on consumer behavior, essentially at the time of purchase decision. We opted for a quantitative method, where questionnaire surveys were applied to 428 people, mostly young people attending higher education. The results are discussed in light of the literature and future work is identified to mitigate this recent phenomenon.