How social media affects the purchase intentions of female consumers in Macao: watching beauty and cosmetics product experience videos on YouTube

Velda Chan; Susana C. Silva; Alessandro Lampo

doi:10.12662/2359-618xregea.v11i3.p107-118.2022

How social media affects the purchase intentions of female consumers in Macao: watching beauty and cosmetics product experience videos on YouTube

Título traduzido da contribuição: Como as mídias sociais afetam as intenções de compra das consumidoras femininas em Macau: assistindo a vídeos de experiência de produtos de beleza e cosméticos no youtube

Velda Chan, Susana C. Silva, Alessandro Lampo

Resultado de pesquisa › revisão de pares

6 Transferências (Pure)

Resumo

O YouTube tem se tornado cada vez mais popular para fins de marketing. Como o conteúdo corporativo e gerado pelo usuário está amplamente disponível nesta plataforma, os profissionais relacionados à beleza precisam entender como criar vídeos que tornem seus produtos mais atraentes e se destaquem da desordem. Neste estudo, examinamos quatro fatores (ou seja, percepção da utilidade da informação, percepção da credibilidade da informação, atitude em relação à compra e percepção das características do vídeo) que afetam as intenções de compra das consumidoras femininas. Após a visualização dos vídeos relacionados à beleza, uma amostra de 204 consumidoras femininas foi analisada por meio de modelagem de equações estruturais. Os resultados mostraram que vídeos com mais visualizações, curtidas e comentários tendem a ter um efeito maior sobre as intenções de compra das entrevistadas. Além disso, os fatores de percepção da utilidade da informação, percepção da credibilidade da informação e atitude em relação à compra demonstraram um efeito significativo sobre a intenção de compra de produtos relacionados à beleza. O resultado mostrou que as características do vídeo percebido (como qualidade e visuais) não influenciaram significativamente a intenção de compra, no entanto, há evidências de que este fator não deve ser ignorado pelos criadores de conteúdo. Finalmente, nossa pesquisa fornece insights, estratégias e direções futuras para os profissionais da indústria e marqueteiros.

Título traduzido da contribuição	Como as mídias sociais afetam as intenções de compra das consumidoras femininas em Macau: assistindo a vídeos de experiência de produtos de beleza e cosméticos no youtube
Idioma original	English
Páginas (de-até)	107-118
Número de páginas	12
Revista	Revista Gestão em Análise
Volume	11
Número de emissão	3
DOIs	https://doi.org/10.12662/2359-618xregea.v11i3.p107-118.2022
Estado da publicação	Publicado - 19 set 2022

Keywords

Marketing no YouTube
Produtos de beleza do YouTube
Marketing de beleza e cosméticos
Intenção de compra

Acesso ao documento

10.12662/2359-618xregea.v11i3.p107-118.2022Licença:

54754601Final published version, 1,31 MBLicença:

http://hdl.handle.net/10400.14/39263Licença:

Impressão digital

Mergulhe nos tópicos de investigação de “Como as mídias sociais afetam as intenções de compra das consumidoras femininas em Macau: assistindo a vídeos de experiência de produtos de beleza e cosméticos no youtube“. Em conjunto formam uma impressão digital única.

1 Ativos

CEGE: Research Center in Management and Economics
Silva, M., Sousa, R., Alves, P., Madsen, A., Lourenço, A., Carvalho, A. S., Andrade, A., Silva, P. D., Vlačić, B., Martins, C., Gomes, C., Gevrek, Z. E., Oliveira, F. G. D., Faria, G., Marreiros, H., Pinho, J., Machado, J., Araújo, J., Pinto, J., Rego, A., Gaspar, J. M., Corbo, L., Costa, L., Fernandes, L., Sottomayor, M., Martins, N., Hernández-Marrero, P., Gonçalves, R., Ribeiro, R., Coelho, S. L., Pereira, S. M., Silva, S., Rodrigues, V., Sotiros, D. G., Valverde, C. J. L., Leitão, A., Julião, J., Tavares, M. F. F., Lages, C. R., Elmashhara, M. G. & Teymourifar, A.
Fundação para a Ciência e a Tecnologia
1/01/20 → 31/12/23
Projeto

Citação

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title = "How social media affects the purchase intentions of female consumers in Macao: watching beauty and cosmetics product experience videos on YouTube",

abstract = "YouTube has become increasingly popular for marketing purposes. As corporate and user-generated content is widely available on this platform, beauty-related professionals need to understand how to create videos that make their products more appealing and stand out from the clutter. In this study, we examine four factors (i.e., perceived usefulness of the information, perceived credibility of the information, attitude toward the purchase, and perceived video characteristics) that affect the purchase intentions of female consumers. After viewing beauty-related videos, a sample of 204 female consumers was analyzed by structural equation modeling. The findings showed that videos with more views, likes, and comments tend to have a greater effect on the respondents' intentions to purchase. Also, the factors of perceived usefulness of the information, perceived credibility of the information, and attitude toward the purchase exhibited a significant effect on the intention to buy beauty-related products. The result showed that perceived video characteristics (such as quality and visuals) did not significantly influence the purchase intention, however, there is evidence that this factor should not be ignored by content creators. Finally, our research provides insights, strategies, and future directions for industry practitioners and marketers.",

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author = "Velda Chan and Silva, {Susana C.} and Alessandro Lampo",

year = "2022",

month = sep,

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doi = "10.12662/2359-618xregea.v11i3.p107-118.2022",

language = "English",

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AU - Chan, Velda

AU - Silva, Susana C.

AU - Lampo, Alessandro

PY - 2022/9/19

Y1 - 2022/9/19

N2 - YouTube has become increasingly popular for marketing purposes. As corporate and user-generated content is widely available on this platform, beauty-related professionals need to understand how to create videos that make their products more appealing and stand out from the clutter. In this study, we examine four factors (i.e., perceived usefulness of the information, perceived credibility of the information, attitude toward the purchase, and perceived video characteristics) that affect the purchase intentions of female consumers. After viewing beauty-related videos, a sample of 204 female consumers was analyzed by structural equation modeling. The findings showed that videos with more views, likes, and comments tend to have a greater effect on the respondents' intentions to purchase. Also, the factors of perceived usefulness of the information, perceived credibility of the information, and attitude toward the purchase exhibited a significant effect on the intention to buy beauty-related products. The result showed that perceived video characteristics (such as quality and visuals) did not significantly influence the purchase intention, however, there is evidence that this factor should not be ignored by content creators. Finally, our research provides insights, strategies, and future directions for industry practitioners and marketers.

AB - YouTube has become increasingly popular for marketing purposes. As corporate and user-generated content is widely available on this platform, beauty-related professionals need to understand how to create videos that make their products more appealing and stand out from the clutter. In this study, we examine four factors (i.e., perceived usefulness of the information, perceived credibility of the information, attitude toward the purchase, and perceived video characteristics) that affect the purchase intentions of female consumers. After viewing beauty-related videos, a sample of 204 female consumers was analyzed by structural equation modeling. The findings showed that videos with more views, likes, and comments tend to have a greater effect on the respondents' intentions to purchase. Also, the factors of perceived usefulness of the information, perceived credibility of the information, and attitude toward the purchase exhibited a significant effect on the intention to buy beauty-related products. The result showed that perceived video characteristics (such as quality and visuals) did not significantly influence the purchase intention, however, there is evidence that this factor should not be ignored by content creators. Finally, our research provides insights, strategies, and future directions for industry practitioners and marketers.

KW - YouTube marketing

KW - YouTube beauty products

KW - Beauty and cosmetics marketing

KW - Purchase intention

KW - Marketing no YouTube

KW - Produtos de beleza do YouTube

KW - Marketing de beleza e cosméticos

KW - Intenção de compra

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JO - Revista Gestão em Análise

JF - Revista Gestão em Análise

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ER -

How social media affects the purchase intentions of female consumers in Macao: watching beauty and cosmetics product experience videos on YouTube

Resumo

Keywords

Acesso ao documento

Impressão digital

Projetos

CEGE: Research Center in Management and Economics

Citação