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Mémoire
Bachelor thesis

How do German YouTubers/Vloggers influence, through product placement, the buying behavior of beauty products of teenagers, aged 12-18 years, in the German part of Switzerland?

    2018

Mémoire de bachelor: Haute école de gestion de Genève, 2018

réseaux sociaux
influenceurs
Youtube
adolescents
industrie cosmétique
English The internet has evolved in a drastic and rapid way over the approximately past 55 years. Nowadays, with all these social media platforms and online tools, teenagers are spending more and more time on their computers or other devices, and are constantly connected with their friends in a virtual world created by these social media. It is estimated that up to 9 hours a day are spent on social media platforms. In addition to this, the way of doing advertising has changed, if in the past the audience was mainly confronted with product placement through television and commercials, now the audience is confronted with product placement simply everywhere. Especially, platforms such as YouTube or Instagram are used to bring products closer to possible customers through YouTubers and Vloggers. Usually, the audience of these YouTubers are teenagers between 12-18 years of age. They get easily influenced and see YouTubers as their idols and have the constant need to be part of that YouTuber’s community. The aim of this research is to define how German YouTubers/Vloggers influence, through product placement, the buying behavior of beauty products of teenagers, aged 12-18 years, in the German part of Switzerland. For this research, the focus is on the two most famous YouTubers in Germany, BibisBeautyPalace and Dagi Bee. These YouTubers are used to have a reference point in this research, to illustrate how they are influencing their followers and which strategies they use. The aim of this project is to develop a better understanding on how they manipulate the mind of their young audience, what is convincing these young teenagers to spend their money on something they have discovered through these YouTubers, and to learn what kind of relationship they share. To do this research, existing data concerning these Youtubers and Vloggers is used to have more information about them and to define the community they have created. To do the principal research and to reach the objectives, an online survey will be done in schools in the German part of Switzerland as well as a collection of data in Zurich through personal interviews. The analysis confirms that there is an influence on teenagers aged 12-18 years. However, there is a visible trend emerging, that shows that the age range from 12-16 years gets more influenced than the age ranges from 16-18 years. Young aged teenagers do not immediately understand that YouTubers are using different practices and strategies to influence them. The possibilities in which YouTubers exercise product placement are many and are illustrated in the report. Teenagers have the impression to be fundamental to YouTubers, as they are asking for their advice, for their feedbacks and for new video ideas. Furthermore, as they are giving so many insights in their private life, there is no reason for young teenagers why they should not trust them and believe their words. Especially, when considering that these teenagers have the impression to know everything about these YouTubers, and the YouTubers do not know them. This is giving a certain feeling of power; these followers think that they are influencing the YouTubers, while it is the other way around.
Language
  • English
Classification
Economics
Notes
  • Haute école de gestion Genève
  • International Business Management
  • hesso:hegge
License
License undefined
Identifiers
  • RERO DOC 323571
Persistent URL
https://sonar.ch/hesso/documents/314823
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