2. Assignments The Influence of YouTuber’s on the Buying Decision Process in the Beauty Industry -- -- 1. Introduction & Justification The overall aim of this research is to explore the influence that YouTuber’s may have on their viewers’ buying behaviour, what their -- YouTuber’s may have on their viewers’ buying behaviour, what their decision-making process is and what factors influence their buying behaviour with a focus on the beauty industry. Viewers’ buying -- behaviour with a focus on the beauty industry. Viewers’ buying behaviour influenced by YouTuber’s can be examined by understanding influencer marketing, psychological buying behaviour and purchase decisions. YouTubers have achieved a status as one of the biggest -- decisions. YouTubers have achieved a status as one of the biggest influencers in social media with a wide, loyal audience supporting them. Celebrity endorsement has been around for years, however, with the rise in YouTubers’ fame, it has provided brands with a marketing -- -- tool to connect with consumers (Lee and Watkins, 2016). Virtual communities are increasingly becoming important sources of consumer knowledge that influences consumer behaviour (De Valck, Van Bruggen, & Wierenga, 2009). -- -- 2. Critical Literature Review Social Media and Influencer Marketing Charlesworth (2018) defines social media as ‘an umbrella term for the -- -- 2015). Brown and Hayes (2008) define an influencer as ‘A third-party who significantly shapes the customer’s purchasing decision, but may never -- significantly shapes the customer’s purchasing decision, but may never be accountable for it’. Influencers of some sort have been around for years. In a marketing context, these individuals have a significant -- years. In a marketing context, these individuals have a significant impact on buying decisions of people who seek advice or recommendations regarding particular products or brands (Charlesworth, 2018). -- regarding particular products or brands (Charlesworth, 2018). Influencers have the power to affect purchase decisions of consumers due to their authority, knowledge, or relationship. Influencer marketing is essentially word of mouth. Consumers are much more likely to react positively to recommendations and thoughts that comes from a -- -- Schindler, 2001). YouTuber’s as Influencers After Google purchased YouTube back in 2006, the social media platform -- -- The conceptual framework draws on the Buying Decision Process as well as the characteristics which affect consumer purchase behaviour. Kotler and Armstrong (2015) explain that purchases are influenced strongly by cultural, social, personal and psychological characteristics, which is shown in the below model. -- -- Consumer buying decisions reflect the consumers lifestyle and are affected by a complex combination of both external and internal influences. 3. Research Questions-Objectives -- -- This study aims to: 1. Understand whether YouTuber’s influencer viewers’ buying behaviour? 2. Explore what the buying decision process is for viewers? 3. Explore what the external characteristics influencing viewers’ -- -- approach aims to develop an understanding, in this case, an understanding of buying behaviour, the buying decision process and other characteristics which influence them. Therefore, a qualitative research approach will be used in this study to successfully answer the research questions. -- -- 2015). By allowing the participant to also direct the flow of conversation, it will provide the interviewer with a genuine reflection of the factors that influence their purchase behaviour, therefore avoiding interviewer bias as much as possible, and ultimately answering the research questions. By using this research method, the results from -- -- In conclusion, this study will help to understand how YouTuber’s have an impact on consumers’ buying decision process. It will also explore any other characteristics which affect consumer purchase behaviour. As seen from the literature review it is clear that social media and -- -- any other characteristics which affect consumer purchase behaviour. As seen from the literature review it is clear that social media and ‘influencers’ have affected consumer behaviour and the buying decision process, however this study will primarily focus on a particular social -- process, however this study will primarily focus on a particular social media platform and its impact. In relations to the research questions, a qualitative research approach of conducting between 6-8 semi-structured interviews will be done to collect the data. A possible -- -- influential sources of consumer information. Journal of Interactive Marketing. 15(3), p.31 * Brown, D. and Hayes, N. (2008).Influencer Marketing. Butler-Kisber, L. (2010). Qualitative Inquiry. * Charlesworth, A. (2013). Digital Marketing. 3rd ed. de Valck, K., -- -- van Bruggen, G. and Wierenga, B. (2009). Virtual communities a marketing perspective. Decision support systems. 47(3), p.185-203 * Forbes, L. (2013). Does social media influence consumer buying behaviour. An investigation of recommendations and purchases. Journal of Business and Economics Research. 11(2) 107 -- -- user-generated content to professionally generated content. Media, Culture & Society. 34(1), p53-67 * Lee, J. and Watkins, B. (2016). YouTube vloggers’ influence on consumer luxury brand perceptions and intentions. Journal of Business Research, 69(12), p.5753-5760 -- -- Behaviour. 6th ed. * Wang, X., Yu, C. and Wei, Y. (2012) Social Media Peer Communication and Impacts on Purchase Intentions: A consumer Socialization Framework. Journal of Interactive Marketing. 26(4), p198-208 * Supporting References: Omnicoreagency.com. (2018). YouTube by the -- -- All Answers Ltd. (November 2018). The Influence of YouTuber’ ____________________________________________________________ ____________________________________________________________ -- -- (BUTTON) Copy to Clipboard Reference Copied to Clipboard. "The Influence of YouTuber’s on the Buying Decision Proces__ ____________________________________________________________ ____________________________________________________________ -- -- (BUTTON) Copy to Clipboard Reference Copied to Clipboard. "The Influence of YouTuber’s on the Buying Decision Proces__ ____________________________________________________________ ____________________________________________________________ -- -- (BUTTON) Copy to Clipboard Reference Copied to Clipboard. All Answers Ltd. November 2018. The Influence of YouTuber’__ ____________________________________________________________ ____________________________________________________________ -- -- (BUTTON) Copy to Clipboard Reference Copied to Clipboard. All Answers Ltd. The Influence of YouTuber’s on the Buying__ ____________________________________________________________ ____________________________________________________________ -- -- (BUTTON) Copy to Clipboard Reference Copied to Clipboard. All Answers ltd, 'The Influence of YouTuber’s on the Buyin__ ____________________________________________________________ ____________________________________________________________