The Role of Youtubers on Covid-19 Prevention Products’ Purchase Intention in the New Normal Era
- https://doi.org/10.2991/aebmr.k.210628.026How to use a DOI?
- YouTuber, Para-social Interaction, Brand Management Tool, Purchase Intention, Millennials’ Perception
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.
- © 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/).
Cite this article
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 - https://doi.org/10.2991/aebmr.k.210628.026 ID - Kusumawardhany2021 ER -