Track

CUL

Presentation Type

Oral

Description

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.

Creative Commons License

Creative Commons Attribution 4.0 License
This work is licensed under a Creative Commons Attribution 4.0 License.

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Jan 1st, 12:00 AM

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

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.

 

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