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http://dx.doi.org/10.14400/JDC.2021.19.2.457

The Effect of Quasi-social Interaction on Intention of behavior of YouTube beauty content users  

Park, SuJeong (Dept. of Beauty Arts, Graduate School of Beauty Arts, Seokyeong University)
Yang, EunJin (Dept. of Hair & Make-up Design, Seokyeong University)
Publication Information
Journal of Digital Convergence / v.19, no.2, 2021 , pp. 457-462 More about this Journal
Abstract
YouTube has established itself as a major media platform. Businesses give more attention to YouTube's influence as marketing using the platform demonstrates positive effects. Accordingly, this study aims to look into how the quasi-social interaction of the users of beauty content on YouTube affect purchase behavior intentions and provide results as basic data for establishing an efficient marketing strategy. Quasi-social interaction exerted significantly positive influence on purchase behavior and purchase intention. This suggests that the stronger the quasi-social interaction becomes, purchase behavior and purchase intention get stronger. Therefore, strategies for facilitating marketing should be devised by increasing efficient quasi-social interaction according to user characteristics.
Keywords
youtube; beauty; contents; quasi-social interaction; behavior;
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