Consumers’ Perceptions of YouTubers: The Case of Turkey

Abstract

With advances in information and communication technologies, social media has not only beenan integral part of our lives but also paved the way for the emergence of new applications inmarketing activities, one of which is conducted by YouTubers, who have captured the attentionof brands due to the massive influence they have on millions of their followers. In line with thispurpose, face-to-face surveys were conducted in November-December 2017 with 257 studentsfrom Kastamonu University in Turkey. Results reveal four factors of participants' perceptions:YouTuber Video Perception, Content Sharing, Perceived Benefit and Impact on PurchaseDecision.