Library Dissertation Showcase

An exploration of online influencers and the impact of their endorsements on the purchase intentions of YouTube gaming audiences

  • Year of Publication:
  • 2018

This study focuses on online influencers as a new form of celebrity. It explores the perceptions of YouTube gaming audiences of these influences, in comparison to traditional celebrities. Broadly, the results indicate that online influencers are more relatable to their audiences and may serve as more effective endorsers. They create video content which act in a similar way to advertisements, on an individual’s purchase intentions.

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