Undergraduate Research

Affecting YouTube Lifestyle Influencers on Trust and Brand Awareness

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Abstract

This study aims to explore the effect of lifestyle influencer values on user/consumer purchase intentions through trust and brand awareness on YouTube. The proposed conceptual model is useful and enables researchers and marketers to apply it in academia and industry. The model will demonstrate the significance of considering influence values, trust, brand awareness, and purchase intention. It can contribute to an understanding of lifestyle influencer values that are essential to increase both trust in social media influencers and products as well as brand awareness. The findings of this study will assist entrepreneurs, e-tailers, and e-marketers in identifying the essential influencer values, trust, brand awareness, and purchase intention as an influencer marketing strategy.

Keywords: social media, influencer, YouTube, trust, brand awareness

How to Cite:

Polacek, C. E. & Nam, C., (2022) “Affecting YouTube Lifestyle Influencers on Trust and Brand Awareness”, International Textile and Apparel Association Annual Conference Proceedings 78(1). doi: https://doi.org/10.31274/itaa.13877