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
| dc.contributor.author | Upole, Hannah | |
| dc.contributor.author | Baker-Jones, Katie | |
| dc.date | 2018-12-22T09:39:24.000 | |
| dc.date.accessioned | 2020-06-30T05:43:51Z | |
| dc.date.available | 2020-06-30T05:43:51Z | |
| dc.date.issued | 2018-01-01 | |
| dc.description.abstract | <p>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.</p> | |
| dc.identifier | archive/lib.dr.iastate.edu/itaa_proceedings/2018/presentations/85/ | |
| dc.identifier.articleid | 3284 | |
| dc.identifier.contextkey | 13459754 | |
| dc.identifier.s3bucket | isulib-bepress-aws-west | |
| dc.identifier.submissionpath | itaa_proceedings/2018/presentations/85 | |
| dc.identifier.uri | https://dr.lib.iastate.edu/handle/20.500.12876/52271 | |
| dc.relation.ispartofseries | International Textile and Apparel Association (ITAA) Annual Conference Proceedings | |
| dc.source.bitstream | archive/lib.dr.iastate.edu/itaa_proceedings/2018/presentations/85/CUL_YouTube_Digital_Branding_RES.doc|||Sat Jan 15 02:12:41 UTC 2022 | |
| dc.source.bitstream | archive/lib.dr.iastate.edu/itaa_proceedings/2018/presentations/85/auto_convert.pdf|||Sat Jan 15 02:12:43 UTC 2022 | |
| dc.subject.disciplines | Communication Technology and New Media | |
| dc.subject.disciplines | Fashion Business | |
| dc.subject.disciplines | Social Media | |
| dc.title | 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 | |
| dc.type | event | |
| dc.type.genre | oral | |
| dspace.entity.type | Publication | |
| relation.isSeriesOfPublication | 5d0f3f8c-2190-47b2-bb58-b59e2d1740d5 |