Trusting the guru : studying the effects of online beauty guru reviews on consumer opinion forming and purchase intent of cosmetics



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This research examines consumer attitudinal and behavioral responses to online consumer reviews, specifically on the YouTube platform. This study seeks to understand how influential both negatively and positively framed reviews are on consumers’ behavioral and purchase intent and attitude toward the consumer created content. Data indicate that message framing has a persuasive effect on consumers’ attitudes, but less so on behavioral and purchase intention. Moreover, the negatively framed review seems to be more influential on consumers than the positive framed review. In sum, these results showcase the intricacies of product review effectiveness, and their impacts on marketing.