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YouTube has become increasingly popular for marketing purposes. As corporate and user-generated content is widely available on this platform, beauty-related professionals need to understand how to create videos that make their products more appealing and stand out from the clutter. In this study, we examine four factors (i.e., perceived usefulness of the information, perceived credibility of the information, attitude toward the purchase, and perceived video characteristics) that affect the purchase intentions of female consumers. After viewing beauty-related videos, a sample of 204 female consumers was analyzed by structural equation modeling. The findings showed that videos with more views, likes, and comments tend to have a greater effect on the respondents' intentions to purchase. Also, the factors of perceived usefulness of the information, perceived credibility of the information, and attitude toward the purchase exhibited a significant effect on the intention to buy beauty-related products. The result showed that perceived video characteristics (such as quality and visuals) did not significantly influence the purchase intention, however, there is evidence that this factor should not be ignored by content creators. Finally, our research provides insights, strategies, and future directions for industry practitioners and marketers., O YouTube tem se tornado cada vez mais popular para fins de marketing. Como o conteúdo corporativo e gerado pelo usuário está amplamente disponível nesta plataforma, os profissionais relacionados à beleza precisam entender como criar vídeos que tornem seus produtos mais atraentes e se destaquem da desordem. Neste estudo, examinamos quatro fatores (ou seja, percepção da utilidade da informação, percepção da credibilidade da informação, atitude em relação à compra e percepção das características do vídeo) que afetam as intenções de compra das consumidoras femininas. Após a visualização dos vídeos relacionados à beleza, uma amostra de 204 consumidoras femininas foi analisada por meio de modelagem de equações estruturais. Os resultados mostraram que vídeos com mais visualizações, curtidas e comentários tendem a ter um efeito maior sobre as intenções de compra das entrevistadas. Além disso, os fatores de percepção da utilidade da informação, percepção da credibilidade da informação e atitude em relação à compra demonstraram um efeito significativo sobre a intenção de compra de produtos relacionados à beleza. O resultado mostrou que as características do vídeo percebido (como qualidade e visuais) não influenciaram significativamente a intenção de compra, no entanto, há evidências de que este fator não deve ser ignorado pelos criadores de conteúdo. Finalmente, nossa pesquisa fornece insights, estratégias e direções futuras para os profissionais da indústria e marqueteiros.

PurposeResearch on battery electric vehicles (BEVs) has typically considered environmental concern a key determinant of behavioral intention that leads individuals to prefer electric vehicles. This paper challenges this assumption and argues that technology frameworks may require new variables to capture consumers' preferences. A UTAUT2-based study has been developed to assess the role of environmental concern in the BEVs context and put forward the technology show-off (TS) concept to explain the technology's acceptance.Design/methodology/approachA quantitative and cross-sectional look at behavioral intention is adopted. The study uses structural equation modeling to analyze a sample of 236 Macau residents to determine the relevance of the factors behind the choice to adopt BEVs.FindingsThe findings indicate that environmental concern and price may be relevant to explain behavioral intention to adopt the BEVs technology. Furthermore, the UTAUT2 framework seems to benefit from adding new variables, with TS playing a pertinent role in explaining technology acceptance.Social implicationsThe findings show that environmental concern fails to build an argument for the shift to full electric mobility and promote the desired behavioral change toward adopting BEVs. Herein lies the necessity to consider new variables that can better describe the characteristics of modern society.Originality/valueThis paper proposes the TS construct, combining visibility and trialability as significant determinants of behavioral intention to use technology. The study also stresses the need to reconsider the role of environmental concerns' impact on consumer decision-making.

Despite several benefits, the market penetration of battery electric vehicles (BEVs) is below expectation. In light of studies suggesting the significant role of society in enhancing the uptake of technology-driven products, it is important to better understand how social factors affect consumers' intention to use technologies. Data gathered from 120 self-administered surveys were analyzed using structural equation modelling (SmartPLS) to examine the effect of subjective norms (SN) and image (IM) on adoption intentions for BEVs. The result showed that social factors played important roles in the decision to adopt the technology. Image, in particular, was a significant behavioral drive for current BEV owners. Social norm and image factors should be considered in research frameworks and communication strategies, especially in contexts where the choices that individuals make are public and subject to the judgment of the members of society. The study's limitations and future research directions are also discussed.