Commerce & Friendship : A qualitative study of new value streams created by beauty vloggers through relationship building on social media

Abstract: Background: Social media platforms are evolving to be effective platforms in marketing but due to customers’ scepticism on how they are being approached there is need to be cautious on how best to build relationships towards value creation. Purpose: To explore within the field of social media influencer marketing to understand how new value streams could be created by beauty vloggers through building relationship with followers (audiences), or the potential customers on virtual market. Methodology: A qualitative research approach used where research tools as interviews, focus groups and observations have been used to gain an understanding on underlying reasons, opinions, and motivations of vloggers and followers. Findings: The empirical findings indicated that to have mutual connections and understanding between vloggers and followers there is need to build relationships which emanates from engagement, trust and commitment, interaction and communication.