This research employed a netnographic approach in analyzing YouTube videos in the fashion and beauty sector. The research examined how the vloggers portray products to their viewers, and how the community members communicated among themselves. Additionally, the researcher sought to understand what kind of communication narrative was employed, whether experience products can be promoted through video, and community reactions to the presence of sponsored products in videos. Four different YouTube vloggers were observed over a three-month period, when many companies sponsor products, and over four years, including the communities associated with the vlogs. The findings indicate as vloggers evolve, they exhibit a different style (i.e., consultant, celebrity, professional, and entrepreneur), which affords companies the opportunity to identify the vlogger most suitable for their brand. Product features are best promoted by the consultant, who is recognized as being truthful. A celebrity vlogger is best suited to experience products where the product details are not the main communication objective, but rather the vlogger’s popularity. The professional vlogger has similar influential power to the celebrity, yet, is careful to separate professional and personal life. An entrepreneurial vlogger, who left YouTube, is best for product co-creation rather than promotion. The four vlogger personas are relevant to a brand in order to create online conversations with the consumer because a persona carries values like honesty or trust that a brand can leverage for its marketing purposes. A defined vlogger persona can give a marketer the tools to structure an influencer strategy.
Keywords: Vlogs, Vloggers, YouTube, Online Influencer, Beauty Sector
