الاستراتيجيات التي يوظفها المؤثرون لتسويق المنتجات الجديدة عبر اليوتيوب و استجابة الجمهور نحوها : دراسة تحليلية

الملخص EN

Influencer strategies for marketing new products on You tube and public outcomes Analytical study

The purpose of this study is to investigate and analyses you tubers and vloggers strategies of (Authenticity-interactivity-presentation) used for marketing new products and brands via their You tube channels and this study also seeks understanding of the effect of these strategies on consumer attitude and behavioral outcomes related to (consumer attitude towards the product and the brand-consumer engagement in online brand communications -purchase intentions).

the study conducted An ethnographic content analysis using “MAXQDA” software for 10 videos and 9 thousands comment.

the main finding of this study is that you tubers apply varied methods to appear authentic some of them uses passion strategy and some transparent strategy.

This study also revealed the importance of you tubers in shaping publics attitudes towards new products and brands and also engaging consumers in online brand communications