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1977, p.193). They do not expect the exact same outcomes as the model, they do expect similar outcomes when imitating behavior. Expectancies are influenced by the environment that teenagers grow up in (Pal, 2011). 2.3. Influence of YouTubers on teenagers’ behavior Social influencers like YouTubers are used to spread messages rapidly among their large-scale networks of loyal followers against relatively low costs. This paragraph will explain the use YouTubers in marketing and the influence YouTubers have on teenagers’ behavior. In the decision making process, consumers tend to copy others. Influencer marketing is a variant of marketing that focuses on the decision-making process (Brown & Hayes, 2008, p. 32). Before Web 2.0, consumers based their purchasing decisions on professional advice and advertisements (Dellarocas, 2003). Nowadays, personal opinions and experiences have become one of the most valuable sources of information to assist users in their purchase decision-making process (Chua & Banerjee, 2015; Dellarocas, 2003). Purchasing decisions are often based on online reviews (Dellarocas, 2003). Before buying expensive make up or a new camera, consumers search the internet for reviews and experiences, making YouTube a perfect place to promote products, brands and services against relatively low costs. However, there is so much content available online that it causes a limit to attention. Western societies currently live in a network society in which individuals are exposed to a high level of information exchange and changing activities (van Dijk, 2006). In this network everyone is able to connect and communicate to each other. With the overload of information and communication it is not possible to read everything on the Internet and users have to make a selection of what to read or what to ignore. Users only read the things they want to know, also called superficial scanning, or only read what they are interested in, called selective perception. Organizations have to take the limited attention into account when communicating online. Content has to be unique and must be of value for its audience in order to be read, and shared. A way in which organizations and brands can draw attention is by making use of social influencers, also called celebrity endorsement. Traditional sales barriers are minimized by involving people with a high level of influence over potential buyers. According to McCracken (1989), celebrity endorsement occurs when individuals with high public recognition use this recognition on behalf of a consumer good by appearing with it in an advertisement (p.310). Nowadays customers are becoming more educated, sophisticated and selective and the competition is becoming more intense. Consumers want to improve their self-image by choosing brands which have relevant meanings to their self-concept (Ghani & Kakakhel, 2011). Celebrities like YouTubers, singers, movie actors, famous athletes and professionals are used in advertisements to influence consumers’ brand choice behavior. YouTubers are mainly used to create awareness and signal benefits to others within their social network. They are influential in encouraging trial and adoption of new products and services (Subramani & Rajagopalan, 2003). YouTubers are typically successful because of their expertise, popularity and reputation (Influencer Marketing, 2012). Companies create marketing activities around these influencers to increase sales. Now that influencer marketing and WOM also take place online (eWOM), messages can be spread on larger scales with lower costs (Dellarocas, 2003). YouTubers are asked to try out services or products and make articles and reviews of it. Reviews include product information based on personal experience. Based on this experience the YouTuber can recommend or discourage viewers from purchasing. Next to free items, financial compensation can be offered in exchange for a review. Although the YouTuber gets free items or financial compensation, the viewers see reviews made by YouTubers as true and authentic. Next to buying behavior, YouTubers have other kinds of influence on the behavior of teenagers. Teenagers copy the behavior of YouTubers they see in videos, such as language, clothing and actions. Especially among younger viewers swearing could be a problem. YouTubers are often older than the average viewer and do not mind cursing and swearing. This frustrates parents whose young children copy the bad language. Examples in which YouTubers swear a lot are videos about the popular game Minecraft. Minecraft is a game in which players battle monsters and build houses using bricks that look like Lego. Minecraft is very popular among children in elementary schools who watch Minecraft videos on YouTube for advice and game play strategies. Online many parents seek for advice about their young children watching videos on YouTube and copying the bad language. Websites and platforms have created top ten lists with Minecraft YouTubers that are most child friendly and do not swear in their videos (e.g. thetoptens, brightpips, commonsensemedia, autcraft). W.M. WESTENBERG MSC THESIS - INFLUENCE OF YOUTUBERS ON TEENAGERS 10PDF Image | The influence of YouTubers on teenagers
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