TY - GEN
T1 - Analysis of Homophily, Emotional Attachment, and Expertise towards Vloggers' Popularity and Viewers Purchasing Decisions in Beauty Products Industry
AU - Nugraha, Adela Khairunnisa
AU - Agus, Anna Amalyah
N1 - Publisher Copyright:
© 2020 IEEE.
PY - 2020/9/15
Y1 - 2020/9/15
N2 - This study examines the influence of homophily, expertise, and emotional attachment to the popularity of vloggers and ultimately examines the effect of emotional attachment, vlogger popularity, and expertise on the purchase intention of recommended beauty products by focusing on beauty vlogger Tasya Farasya. Homophily itself is divided into four dimensions including attitude, background, morals, and appearance. This study uses a descriptive research design conducted in a single-cross sectional through the distribution of questionnaires online to respondents. The target respondents of this study were Indonesian women aged 15 years and over and had watched the YouTube video of Tasya Farasya (n = 430). The data obtained processed using the statistical method of Structural Equation Modeling (SEM) using LISREL 8.80 software. The results of this research showed that almost all dimensions of homophily (attitude, values, appearance) are significantly have a positive impact the emotional attachment. On the other hand, all dimensions of homophily does not have a significant positive impact on vloggers' popularity. Then, emotional attachment and expertise also found have a significant positive impact to vloggers' popularity. In last, researcher found that emotional attachment and expertise are significantly have a positive impact the purchase intentions of viewers while vloggers' popularity does not.
AB - This study examines the influence of homophily, expertise, and emotional attachment to the popularity of vloggers and ultimately examines the effect of emotional attachment, vlogger popularity, and expertise on the purchase intention of recommended beauty products by focusing on beauty vlogger Tasya Farasya. Homophily itself is divided into four dimensions including attitude, background, morals, and appearance. This study uses a descriptive research design conducted in a single-cross sectional through the distribution of questionnaires online to respondents. The target respondents of this study were Indonesian women aged 15 years and over and had watched the YouTube video of Tasya Farasya (n = 430). The data obtained processed using the statistical method of Structural Equation Modeling (SEM) using LISREL 8.80 software. The results of this research showed that almost all dimensions of homophily (attitude, values, appearance) are significantly have a positive impact the emotional attachment. On the other hand, all dimensions of homophily does not have a significant positive impact on vloggers' popularity. Then, emotional attachment and expertise also found have a significant positive impact to vloggers' popularity. In last, researcher found that emotional attachment and expertise are significantly have a positive impact the purchase intentions of viewers while vloggers' popularity does not.
KW - beauty vlogger
KW - emotional attachment
KW - expertise
KW - homophily
KW - purchase intention
KW - social media marketing
KW - vloggers' popularity
UR - http://www.scopus.com/inward/record.url?scp=85098950220&partnerID=8YFLogxK
U2 - 10.1109/IC2IE50715.2020.9274675
DO - 10.1109/IC2IE50715.2020.9274675
M3 - Conference contribution
AN - SCOPUS:85098950220
T3 - 2020 3rd International Conference on Computer and Informatics Engineering, IC2IE 2020
SP - 13
EP - 18
BT - 2020 3rd International Conference on Computer and Informatics Engineering, IC2IE 2020
A2 - Hermawan, Indra
A2 - Rasyidin, Muhammad Yusuf Bagus
A2 - Huzaifa, Malisa
A2 - Ermis Ismail, Iklima
A2 - Muharram, Asep Taufik
A2 - Mardiyono, Anggi
A2 - Marcheeta, Noorlela
A2 - Kurniawati, Dewi
A2 - Yuly, Ade Rahma
A2 - Suhanda, Ariawan Andi
PB - Institute of Electrical and Electronics Engineers Inc.
T2 - 3rd International Conference on Computer and Informatics Engineering, IC2IE 2020
Y2 - 15 September 2020 through 16 September 2020
ER -