Change search
ReferencesLink to record
Permanent link

Direct link
The Leading Role of Influencers in the YouTube Beauty Community
Linnaeus University, School of Business and Economics, Department of Organisation and Entrepreneurship.
2015 (English)Independent thesis Advanced level (degree of Master (One Year)), 15 credits / 22,5 HE creditsStudent thesis
Abstract [en]

Online communities are consuming significant time in the life of people. YouTube Beauty Community is one that exerts an important level of influence to the people who follow the YouTube Beauty Creators. Those, as leaders, have followers that follow them without coercion and the influence that they get is significant. Through this thesis is studied the characteristics and means that YouTube Beauty Creators have in order to exert influence.


In order to identify the characteristics and means that YouTube Beauty Creators use, a model was created to be used for video observations. Twelve beauty channels and more than 100 videos were observed in order to identify eight new means and characteristics that YouTube Beauty Creators are using to exert influence to their followers.


I conclude my work by building a bridge between YouTube Beauty Creators and different leadership styles, as well as a discussion on the importance of this enormous influence. It is highlighted the meaning of it for the development of social identities that watch these kind of videos. Lastly, it is pointed out the importance of social structures related to the gender issue and how the era of image affects these two factors.

Place, publisher, year, edition, pages
2015. , 132 p.
Keyword [en]
leadership, leadership styles, influence, YouTube, beauty community, semiotics, followers, followership, influencership, model of influence
National Category
Business Administration
URN: urn:nbn:se:lnu:diva-43600OAI: diva2:816476
Subject / course
Business Administration - Organization Leadership
Educational program
Leadership and Management in International Context, Master Programme, 60 credits
Available from: 2015-06-17 Created: 2015-06-03 Last updated: 2015-06-17Bibliographically approved

Open Access in DiVA

Thesis- Androulaki Ralli Georgia(2820 kB)2724 downloads
File information
File name FULLTEXT01.pdfFile size 2820 kBChecksum SHA-512
Type fulltextMimetype application/pdf

By organisation
Department of Organisation and Entrepreneurship
Business Administration

Search outside of DiVA

GoogleGoogle Scholar
Total: 2724 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

Total: 4591 hits
ReferencesLink to record
Permanent link

Direct link