I promise this is my favorite brand! A digital ethnography of the person-as-brand as expressed in sponsored, affiliate, and non-sponsored beauty videos on YouTube
I promise this is my favorite brand! A digital ethnography of the person-as-brand as expressed in sponsored, affiliate, and non-sponsored beauty videos on YouTube
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Date
2018-01-01
Authors
Upole, Hannah
Baker-Jones, Katie
Baker-Jones, Katie
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Abstract
This digital ethnographic study explored branding principles as portrayed in sponsored, affiliate, and non-sponsored video content created by three YouTube beauty influencers. Utilizing Aaker's (1996) model of brand identity, suggestions for how digital influencers can effectively expand their presence through monetization activities with brands, as well as keep their standing in a digital community, are explored.