Article

Do parasocial interactions and vicarious experiences in the beauty YouTube channels promote consumer purchase intention?

2022-01-01

Abstract excerpt

Watching beauty YouTube channels when searching for product information and learning how to do makeup is becoming very popular among young women. This study focused on the parasocial interactions that arise between beauty YouTubers and viewers during video viewings. We examined the effects of parasocial interactions on consumer purchase intentions through vicarious experience and perceived risk. Data from 318 Kore...

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Literature Corpus work: f891ba04-b098-5253-aaa4-2ff303f5023d
DOI: 10.1111/ijcs.12667

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