YouTuber’s Impact on Viewers Buying Behavior

Lee, Xiang Wei (2019) YouTuber’s Impact on Viewers Buying Behavior. Final Year Project (Bachelor), Tunku Abdul Rahman University College.

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Abstract

This study investigates the relationship between YouTuber and viewers on buying behaviours, exploring the factors that pushes viewers to lean their trust on YouTubers that able to effect on their purchasing intentions. At the same time, source credibility had involves when YouTuber are presenting their credibility to their audiences, which it is the core of gaining the trust from their viewers to purchase products. About 200 respondents are being included in the survey questionnaire, quantitative data analysis suggest that most participants are presenting their buying behaviour and YouTube usages and also their perspectives towards YouTuber to be perceived as source credibility.