YouTube beauty vlogs: Understanding an unfolding phenomenon

Fernandez, Lisa (2015). YouTube beauty vlogs: Understanding an unfolding phenomenon Honours Thesis, School of Business, The University of Queensland.

       
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Author Fernandez, Lisa
Thesis Title YouTube beauty vlogs: Understanding an unfolding phenomenon
School, Centre or Institute School of Business
Institution The University of Queensland
Publication date 2015
Thesis type Honours Thesis
Supervisor Liz Ferrier
Doan Nguyen
Total pages 95
Language eng
Subjects 1503 Business and Management
Formatted abstract
The purpose of this thesis is to qualitatively explore the multi-million dollar YouTube beauty vlogger phenomenon in order to gain a detailed understanding of influential vloggers and their position. Three propositions were also put forward based on a review of the relevant literature to guide the answer to these aims:

1. As independent amateurs, beauty bloggers are perceived by audiences as more genuine than branded content.
2. Influential beauty vloggers are more engaging because they establish strong network connections and interactivity through their platforms.
3. Influential beauty vloggers emphasize self-improvement and consumer empowerment over the products.

To answer these overarching research aims, the study employs an observational netnographic research approach of secondary data. This involved the in-depth study of nine influential beauty vloggers and the content created for their respective YouTube channels. Additionally, the study incorporated a comparative analysis of vlogger-generated content and firm-generated content. This was done through comparing proxy videos based on date uploaded and subject matter of the video. Content and thematic analytical techniques were then employed to thoroughly study the data and uncover findings. Analysis indicated that all the propositions were supported through the findings within the data. The key contributions of this exploratory research are the creation of a typology based on the level of information provided in the video. This can be used by future studies to classify YouTube vlogger content across all industries. Furthermore, evidence to suggest that vloggers operate from an undefined space between commercial word-of-mouth communications and traditional word-ofmouth was uncovered. Main limitations of this research include the overall scope of the study. While the purely observational approach is unique, it is recommended that future research incorporate a variety of other techniques such as intervie

 
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Created: Tue, 22 Mar 2016, 15:11:57 EST by Susan Peeters on behalf of UQ Business School