This study aims to investigate the relationship between the follower’s engagement with YouTubers and his/her intention of using a brand they advertise or use. Self-connection, brand love and trust are mediating variables concerning the YouTuber–follower relationship and involvement is the antecedent variable of the engagement.,A survey was carried out and 272 YouTubers’ followers responded. The structural model was tested by covariance-based structural equation modeling using the software R, v3.6.0.,The present study reveals that the follower’s engagement with YouTubers presents itself within cognitive, affective and behavioural aspects; it rises from the involvement the followers have with their favourite YouTuber. Engagement, enhanced by self-connection, love and trust in the YouTuber, impacts the intention of use of a brand he/she indicates or uses.,YouTube is a relevant channel for advertising and promoting a brand. Hence, the company should bear in mind the fact that the YouTuber appointed to represent its image must be connected to the feelings and interests of their followers as well as those of the brands to be publicised.,The present research proposes a novel conceptual connection to engagement, established no longer by the brand of a product or service, but by YouTubers. It aims at rendering contribution to this subject as it investigates the correlation of use intention of a brand, subject to the engagement with a human brand, herein represented by YouTubers.

中文翻译：

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YouTubers对关注者的使用意图的影响

这项研究旨在调查关注者与YouTuber的互动与他/她使用他们宣传或使用的品牌的意图之间的关系。自我联系，品牌爱和信任是YouTuber与追随者关系的中介变量，而参与度是参与度的前因变量。进行了一项调查，有272位YouTubers的关注者做出了回应。使用软件R，v3.6.0，通过基于协方差的结构方程模型对结构模型进行了测试。本研究表明，追随者与YouTubers的互动体现在认知，情感和行为方面；它来自追随者对他们最喜欢的YouTuber的参与。通过与YouTuber的自我联系，热爱和信任，增强了参与度，影响他/她指示或使用的品牌的使用意图。YouTube是广告和宣传品牌的相关渠道。因此，该公司应牢记一个事实，即被任命代表其形象的YouTuber必须与他们的追随者以及将要宣传的品牌的情感和利益相关联。参与度，不再由产品或服务的品牌确定，而是由YouTubers建立。它旨在为该主题做出贡献，因为它会调查品牌的使用意图与YouTubers代表的人类品牌互动的相关性。该公司应牢记一个事实，即被任命代表其形象的YouTuber必须与他们的追随者以及将要宣传的品牌的情感和兴趣有关。本研究提出了与参与度的新颖概念联系，不再由产品或服务的品牌来建立，而是由YouTubers建立。它旨在为该主题做出贡献，因为它会调查品牌的使用意图与YouTubers代表的人类品牌互动的相关性。该公司应牢记一个事实，即被任命代表其形象的YouTuber必须与他们的追随者以及将要宣传的品牌的情感和兴趣联系在一起。本研究提出了与参与度的新颖概念联系，不再由产品或服务的品牌来建立，而是由YouTubers建立。它旨在为该主题做出贡献，因为它会调查品牌的使用意图与YouTubers代表的人类品牌互动的相关性。