Credibility of digital influencers on YouTube and Instagram

Elmira Djafarova, Natasha Matson

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This study explores the phenomenon and influence of beauty influencers on Instagram and YouTube through the analysis of top micro-celebrity profiles and surveys with the followers. YouTube was identified as the most influential for those aged 18–21 and less powerful for older target group, suggesting beauty reference group influence decreases as the age increases. An exploration into credibility of beauty gurus revealed trustworthiness as the most important factor determining credibility. Quality of images and professionalism of profiles is also crucial in reliability of profiles on these platforms.
Original languageEnglish
Number of pages18
JournalInternational Journal of Internet Marketing and Advertising
Publication statusAccepted/In press - 9 Jun 2020


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