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YouTube airline review vloggers' impact on their followers' purchase intent

Wojciechowicz, Jakub Krzysztof (2020) YouTube airline review vloggers' impact on their followers' purchase intent. Masters thesis, Dublin, National College of Ireland.

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Abstract

Background
Airline vloggers are a form of social media influencer who post reviews to platforms like YouTube. Social media influencers have been demonstrated to increase purchase intent when they positively review a product, and to detrimentally affect brand image when they review a product negatively. This research attempts to determine whether YouTube airline review vloggers influence their followers to fly or avoid flying with an airline based on their reviews.

Methods
An online survey measured vloggers’ impact on future and past purchase intent of their followers. The survey recruited followers. It contained questions about participant demographics and about their perceptions of trust and information quality of vloggers’ channels. A qualitative question asked participants directly what vloggers do or don’t do to influence them. Quantitative data were analysed using regression analyses, qualitative data using thematic analysis.

Results
Vloggers influenced followers to try airlines (positive purchase intent) in both the past and future. Participants were less likely to be influenced to avoid flying with an airline (negative purchase intent), stating that they would prefer to make up their own mind. Economy passengers criticised the lack of content tailored to their cabin class, while first class passengers were most likely to be influenced. Vloggers’ information quality and the trustworthiness of their channel content had a strong impact on their followers’ purchase intent, where better quality and trustworthiness led to higher purchase intent.

Conclusions
Vloggers that positively review airlines are likely to persuade their followers to try that airline. Airlines are however relatively immune to the effects of negative reviews. Vloggers could increase their following by tailoring their content better to their followers’ wishes and promoting their trustworthiness. Airlines could benefit by engaging with vloggers to increase sales.

Item Type: Thesis (Masters)
Subjects: H Social Sciences > HF Commerce > Marketing > Consumer Behaviour
H Social Sciences > HF Commerce > Marketing > e Marketing
H Social Sciences > HD Industries. Land use. Labor > Specific Industries > Tourism Industry
Divisions: School of Business > Master of Science in International Business
Depositing User: Dan English
Date Deposited: 15 Feb 2021 13:25
Last Modified: 15 Feb 2021 13:25
URI: http://norma.ncirl.ie/id/eprint/4755

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