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The Leading Role of Influencers in the YouTube Beauty Community
Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för organisation och entreprenörskap (OE).
2015 (Engelska)Självständigt arbete på avancerad nivå (magisterexamen), 15 poäng / 22,5 hpStudentuppsats (Examensarbete)
Abstract [en]

Online communities are consuming significant time in the life of people. YouTube Beauty Community is one that exerts an important level of influence to the people who follow the YouTube Beauty Creators. Those, as leaders, have followers that follow them without coercion and the influence that they get is significant. Through this thesis is studied the characteristics and means that YouTube Beauty Creators have in order to exert influence.

 

In order to identify the characteristics and means that YouTube Beauty Creators use, a model was created to be used for video observations. Twelve beauty channels and more than 100 videos were observed in order to identify eight new means and characteristics that YouTube Beauty Creators are using to exert influence to their followers.

 

I conclude my work by building a bridge between YouTube Beauty Creators and different leadership styles, as well as a discussion on the importance of this enormous influence. It is highlighted the meaning of it for the development of social identities that watch these kind of videos. Lastly, it is pointed out the importance of social structures related to the gender issue and how the era of image affects these two factors.

Ort, förlag, år, upplaga, sidor
2015. , s. 132
Nyckelord [en]
leadership, leadership styles, influence, YouTube, beauty community, semiotics, followers, followership, influencership, model of influence
Nationell ämneskategori
Företagsekonomi
Identifikatorer
URN: urn:nbn:se:lnu:diva-43600OAI: oai:DiVA.org:lnu-43600DiVA, id: diva2:816476
Ämne / kurs
Företagsekonomi - Organisation Ledarskap
Utbildningsprogram
Leadership and Management in International Context, magisterprogram, 60 hp
Handledare
Examinatorer
Tillgänglig från: 2015-06-17 Skapad: 2015-06-03 Senast uppdaterad: 2015-06-17Bibliografiskt granskad

Open Access i DiVA

Thesis- Androulaki Ralli Georgia(2820 kB)13512 nedladdningar
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Typ fulltextMimetyp application/pdf

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Institutionen för organisation och entreprenörskap (OE)
Företagsekonomi

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