The Effect of Follower Involvement and Follower Engagement on The Intention of Use of Beauty Product Brands with Variables Mediation of Trust, Brands Love and Self Connection
The development of information technology has changed the way of life of humans. Youtube allows marketers to reach consumers directly that channels the electronic word of mouth (eWOM) and provides information about the brand more broadly. This research aims to investigate the relationship between Follower' involvement and engagement with Beauty Vloggers and their intention to use the brands. The study also examines the mediating roles of self-connection, brand love, and trust. The data was collected from an online survey of 325 youtube Follower. Structural models were tested by covariance-based structural equation modeling using Lisrel software. The study found that involvement and engagement positively influence followers' intention to use the brand. The study also found that followers' engagement is enhanced by self-connection, love, and trust in the beauty vlogger. The study implies that the companies should choose a beauty vlogger with similar feelings and interests with the Follower and the brand endorsed.