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I promise this is my favorite brand! A digital ethnography of the person-as-brand as expressed in sponsored, affiliate, and non-sponsored beauty videos on YouTube

Authors
  • Hannah Upole (Tennessee Technological University)
  • Katie Baker Baker-Jones (West Virginia University)

Abstract

This digital ethnographic study explored branding principles as portrayed in sponsored, affiliate, and non-sponsored video content created by three YouTube beauty influencers. Utilizing Aaker's (1996) model of brand identity, suggestions for how digital influencers can effectively expand their presence through monetization activities with brands, as well as keep their standing in a digital community, are explored.

How to Cite:

Upole, H. & Baker-Jones, K. B., (2018) “I promise this is my favorite brand! A digital ethnography of the person-as-brand as expressed in sponsored, affiliate, and non-sponsored beauty videos on YouTube”, International Textile and Apparel Association Annual Conference Proceedings 75(1).

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Published on
2018-01-01

Peer Reviewed

License

Creative Commons Attribution 4.0