Influencer marketing is an effective strategy that brands use to stand out in an intensely competitive market. Companies strive to collaborate with influencers who can create content fittings with marketing goals and brand values and influence the target audience. This study aims to explore consumers’ perceptions of sponsored content created by a female influencer promoting a robot vacuum cleaner through affiliated links on YouTube. A qualitative research method involving content analysis was used. The data were collected from comments under the influencer’s video and analyzed using MAXQDA visual tools through coding and categorizing techniques. The study utilizes a four-dimensional conceptualization approach covering influencer attributes, account attributes, unfavorable opinions, and purchase intentions. The findings reveal that viewers emphasize the influencer’s physical attractiveness, such as beauty, elevating and idolizing her and expressing positive emotions. Viewers place high importance on an influencer’s credibility. They frequently express that they find the influencer trustworthy by using words such as honest and sincere. The findings display comments revealing a relationship between content quality, informativeness, and purchase intention. Additionally, results suggested that comments containing expressions of trust correlate with positive purchase intentions. Overall, the study highlights the importance of considering crucial factors when formulating collaboration strategies in influencer marketing. The findings can guide brands and influencers in developing practical and meaningful partnerships.
JEL Codes: M31, M37
Cite this article as: Karaman, Ö. (2023). Influencer marketing on YouTube: A qualitative analysis with MAXQDA. Journal of Business Administration and Social Studies, 7(2), 123-132.