1887

n The Retail and Marketing Review - The influence of vlogging communities on brand image and loyalty

Volume 15 Number 2
  • ISSN : 1817-4426

Abstract

The purpose of this paper is to explore the influence of vlogging communities on brand image and brand loyalty for colour cosmetics among Generation Y women. The study followed a qualitative approach. Semi-structured, in-depth interviews were conducted with twelve Generation Y women who engaged with colour cosmetics vlogging communities. The data was analysed using thematic analysis. Through participants’ narratives, it was discovered that i) brand experiences shared on vlogging community sites shape the online image of brands and brand image at individual consumer level, ii) brand image does influence brand loyalty, and iii) the extent to which vlogging communities influence the brand image and brand loyalty of consumers depends on their personal experiences with brands and on the message valence, specifically as it relates to quality and ratio. The findings show the need for marketing managers to pay attention to sentiments expressed on vlogging community sites. Such sentiments can help them gain market intelligence to devise strategies aimed at building favourable brand image and ensuring brand loyalty towards colour cosmetic brands among Generation Y women. Despite the growing popularity of vlogging sites, studies looking at their influence on consumers are rare. This study contributes to literature by providing useful insights on the influence of vlogging communities on brand image and on brand loyalty.

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/content/journal/10520/EJC-1a7696c53f
2019-12-01
2020-09-28

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