Title: Credibility of digital influencers on YouTube and Instagram

Authors: Elmira Djafarova; Natasha Matson

Addresses: Faculty of Business and Law, Northumbria University, City Campus East 1-243, Newcastle upon Tyne, NE1-8ST, UK ' Newcastle Business School, Northumbria University, UK

Abstract: This study explores the phenomenon and influence of beauty influencers on Instagram and YouTube through the analysis of top micro-celebrity profiles and surveys with the followers. YouTube was identified as the most influential for those aged 18-21 and less powerful for older target group, suggesting beauty reference group influence decreases as the age increases. An exploration into credibility of beauty gurus revealed trustworthiness as the most important factor determining credibility. Quality of images and professionalism of profiles is also crucial in reliability of profiles on these platforms.

Keywords: micro-celebrity; Instagram; YouTube; credibility; trustworthiness; beauty.

DOI: 10.1504/IJIMA.2021.114338

International Journal of Internet Marketing and Advertising, 2021 Vol.15 No.2, pp.131 - 148

Received: 02 Dec 2019
Accepted: 09 Jun 2020

Published online: 19 Apr 2021 *

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