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

  • Muhammad Fadli Siregar
  • Nurdin Sobari


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.


Balasubramanian, S., Peterson, R. A., & Jarvenpaa, S. L. (2002). Exploring the implications of M-commerce for markets and marketing. Journal of the Academy of Marketing Science, 30(4), 348–361.
Brodie, R.J., Hollebeek, L.D., Juric, B. and Ilic, A. (2011), “Customer engagement”, Journal of Service Research, Vol. 14 No. 3, pp. 252-271, available at:
Calder, B. J., Malthouse, E. C., & Schaedel, U. (2009). An Experimental Study of the Relationship between Online Engagement and Advertising Effectiveness. Journal of Interactive Marketing, 23(4), 321–331.
Cropanzano, R. and Mitchell, M.S. (2005), “Social exchange theory: an interdisciplinary review”, Journal of Management, Vol. 31 No. 6, pp. 874-900, available at: 0149206305279602
Corrêa, S. C. H., Soares, J. L., Christino, J. M. M., Gosling, M. de S., & Gonçalves, C. A. (2020). The influence of YouTubers on followers’ use intention. Journal of Research in Interactive Marketing, 14(2), 173–194.
Dwivedi, A. (2015). A higher-order model of consumer brand engagement and its impact on loyalty intentions. Journal of Retailing and Consumer Services, 24(C), 100–109.
Escalas, J. E., & Bettman, J. R. (2005). Journal of Consumer Research Volume 32 issue 3 2005 [doi 10.1086%2F497549] Escalas, Jennifer Edson; Bettman, James R. -- Self‐Construal, Reference Gro.pdf. 32(3), 378–389.
Filo, K., Lock, D., & Karg, A. (2015). Sport and social media research: A review. Sport Management Review, 18(2), 166–181.
Freeman, B., & Chapman, S. (2007). Is “YouTube” telling or selling you something? Tobacco content on the YouTube video-sharing website. Tobacco Control, 16(3), 207–210.
Gumulya J., Widiastuti M. (2013). Pengaruh Konsep Diri Terhadap Perilaku Konsumtif Mahasiswa Universitas Esa Unggul. Jurnal Psikologi, 11(1),50-65.
Hinson, R., Boateng, H., Renner, A., & Kosiba, J. P. B. (2019). Antecedents and consequences of customer engagement on Facebook: An attachment theory perspective. Journal of Research in Interactive Marketing, 13(2), 204–226.
Hollebeek, L. D., & Chen, T. (2014). Exploring positively- versus negatively-valenced brand engagement: A conceptual model. Journal of Product and Brand Management, 23(1), 62–74.
Hollebeek, L.D. and Macky, K. (2019), “Digital content marketing’s role in fostering consumer engagement, trust, and value: framework, fundamental propositions, and implications”, Journal of Interactive Marketing, Vol. 45, pp. 27-41, available at: intmar.2018.07.003
Husein Ananda. (2016). The effect of trust and brand engagement on mobile telecommunication customer loyalty: the mediating effect of brand engagement. Research gates publication, 308408687. DOI: 10.13140/RG.2.2.10734.82245
Jayasingh, S. (2019). Consumer brand engagement in social networking sites and its effect on brand loyalty. Cogent Business and Management, 6(1), 1–22.
Keryova, E. (2020). YouTube: Online Video and Participatory Culture. Information, Communication & Society, 23(9), 1386–1387.
Khan M. (2006). Consumer Behaviour and Advertising Management. New Delhi, India: New Age International
Kowalczyk, C. M. and Pounders, K. R. (2016). Transforming Celebrities through Social Media: The Role of Authenticity And Emotional Attachment. In The Eletronic Library (Vol. 34, Issue 1).
Kudeshia, C., Sikdar, P., & Mittal, A. (2016). Spreading love through fan page liking: A perspective on small scale entrepreneurs. Computers in Human Behavior, 54, 257-270. (
Kumar, V., & Pansari, A. (2015). Competitive Advantage thourgh Engagement. Journal of Marketing Research, 0–51.
Lee, J. E., & Watkins, B. (2016). YouTube vloggers’ influence on consumer luxury brand perceptions and intentions. Journal of Business Research, 69(12), 5753–5760.
Mangold, W. G., & Faulds, D. J. (2009). Social media: The new hybrid element of the promotion mix. Business Horizons, 52(4), 357–365.
Mariezka, F. I., Hafiar, H., & Yustikasari, Y. (2018). Pemaknaan Profesi Beauty Vlogger Melalui Pengalaman Komunikasi. Nyimak: Journal of Communication, 2(2), 95.
Navaneethakrishnan K and Sathish A.S. (2020). It's all about brand love expressed through purchase intention, brand trust and brand attitude. Journal of Critical Reviews, Vol 7, Issue 4, 2020I, SSN- 2394-5125.
Octaviani C., Kartasasmita S. (2017). The Effect of Self-Concept on Consumptive Behavior in Purchasing Cosmetic Products in Early Adult Women. Muara Journal of Social Sciences, Humanities, and Arts, 1(2),126-133.
Riorini Sri and Widayati Christina. (2015). Relationship commitment and customer engagement. Jurnal MIX, Volume V, No. 3, Oktober 2015.
So, K. K. F., King, C., Sparks, B. A., & Wang, Y. (2016). The Role of Customer Engagement in Building Consumer Loyalty to Tourism Brands. Journal of Travel Research, 55(1), 64–78.
Verma Pranay. (2020): The Effect of Brand Engagement and Brand Love upon Overall Brand Equity and Purchase Intention: A Moderated –Mediated Model, Journal of Promotion Management, DOI: 10.1080/10496491.2020.1809591
Vernuccio, M., Pagani, M., Barbarossa, C., & Pastore, A. (2015). Antecedents of brand love in online network-based communities. A social identity perspective. Journal of Product & Brand Management, 24(7), 706–719.
Wallace, E., Buil, I., & de Chernatony, L. (2014). Consumer engagement with self-expressive brands: Brand love and WOM outcomes. Journal of Product and Brand Management, 23(1), 33–42.
Xiao, M., Wang, R. and Chan-Olmsted, S. (2018), “Factors affecting YouTube influencer marketing credibility: a heuristic-systematic model”, Journal of Media Business Studies, Vol. 15 No. 3, pp. 1-26, available at:
Yin Xicheng et al. (2019). How Social Interaction Affects Purchase Intention in Social Commerce: A Cultural Perspective. School of Economics and Management, Tongji University, Shanghai 200092, China.
Yusuf, A. S., Che Hussin, A. R., & Busalim, A. H. (2018). Influence of e-WOM engagement on consumer purchase intention in social commerce. Journal of Services Marketing, 32(4), 493–504.
Zainol, Z., Omar, N. A., Osman, J., & Habidin, N. F. (2016). The effect of customer–brand relationship investments’ dimensions on customer engagement in emerging markets. Journal of Relationship Marketing, 15(3), 172–199.
How to Cite
SIREGAR, Muhammad Fadli; SOBARI, Nurdin. 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. International Journal of Business and Technology Management, [S.l.], v. 3, n. 3, p. 54-69, sep. 2021. ISSN 2682-7646. Available at: <>. Date accessed: 10 aug. 2022.