Effect of Youtube Vlogger to Increase Purchase Intention
Yohanes Raymond Adikarta

Magister Management Universitas Indonesia

Abstract

In this modern era brings a significant changing on life style. The modern people think of how important that the status is. Indicator to measure how high people status is by looking at the attribute they wear, called fashion. Fashion brings confident to somebody. One of the fashion icon that became trend nowadays is Nike product. Luxury brand is high quality product and also service that expensive, exclusive, presticious, authenthic, offering high level of emotional value through consumer experience. Based on several of luxury brand above that has already done with social media marketing strategy, Nike React Element 87, will try this strategy. Through social media, consumers can easily and quickly access User Generated Content (UGC) that contain review and information related to the product. The indicator to measure in choosing the right vlogger based on total subscribers or viewers. So, this paper made to help marketer of Nike shoes to select the right Vlogger for Nike React Element 87.

Keywords: Digital Marketing, Youtuber, Vlogger, Social Media, Luxury product, Shoes, Nike

Topic: Marketing Management

Link: https://ifory.id/abstract-plain/QjnHEy8vWK7M

Web Format | Corresponding Author (Yohanes Raymond Adikarta)