YouTube influence on Well-being brands

Abstract: This study aims to find a deeper understanding of how millennials, a consumer group of increasing importance, perceives endorsed brands in fitness and health vlogs. The study used a combination of netnography, including video and comment analysis, and qualitative, semistructured interviews with both audience and creator of vlogs as its methodology. The key finding of the research is that millennials perceive endorsed brands positively. The authenticity of the vlogger is the main influencing factor in the success of the endorsement, yet the category of the brand cannot contrast with the health and fitness industry in brand endorsements. Implementing the brand in the video in a natural way rather than solely advertising was discovered to be the most efficient way to present an endorsed brand.