The Role of Youtubers on Covid-19 Prevention Products’ Purchase Intention in the New Normal Era

DOI

10.2991/aebmr.k.210628.026How to use a DOI?

Keywords

YouTuber, Para-social Interaction, Brand Management Tool, Purchase Intention, Millennials’ Perception

Abstract

Everyone must own personal protective equipment to prevent the Covid-19 transmission. Consumers can buy Covid-19 prevention products at low to high prices. This study examines how YouTube video (vlog) affects millennial consumer perceptions and intention in purchasing Covid-19 prevention products. The social attractiveness, attitude homophily, and the physical attractiveness of the Para-Social Interaction theory (PSI) are used to assess the effect on perceptions of brand awareness, brand-user-imagery fit, brand value, and brand purchase intention. This research has 150 millennial respondents with processing method uses Partial Least Squares Structural equation modeling (PLS-SEM). The results of this study support the proposed model. The use of vlogs by Indonesian YouTubers and PSI as a brand management tool influences millennial consumer intention to determine the purchase of Covid-19 prevention product brands.

Copyright

© 2021, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Prita Ayu Kusumawardhany
PY  - 2021
DA  - 2021/06/29
TI  - The Role of Youtubers on Covid-19 Prevention Products’ Purchase Intention in the New Normal Era
BT  - Proceedings of the 18th International Symposium on Management (INSYMA 2021)
PB  - Atlantis Press
SP  - 157
EP  - 163
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.210628.026
DO  - 10.2991/aebmr.k.210628.026
ID  - Kusumawardhany2021
ER  -