期刊名称：Journal of Theoretical and Applied Information Technology
印刷版ISSN：1992-8645
电子版ISSN：1817-3195
出版年度：2021
卷号：99
期号：4
语种：English
出版社：Journal of Theoretical and Applied
摘要：As an information management system, YouTube transforms marketing into structured content that serves as an archive and database to build social media marketing consistently for brands. In order to increase the greatest traffic through audience engagement, YouTube channels are used as a place to promote itself as a brand. There is even a tendency to present employees on YouTube as a business strategy. In the goal of building a brand through a YouTube channel, video content will certainly show an identity both as an independent video talent and as an organization. As the external face of the company, the company employees are seen by consumers and define the �who� a corporation is by showing personality traits that have been defined by the company, which are known as corporate brand personality. This qualitative study aimed to determine the marketing of beauty products constructed in beauty YouTube channel, to know the corporate brand personality constructed in beauty YouTube channel, and to find out the corporate brand personality constructed in the marketing of beauty products on the YouTube channel. The results show that the videos are displayed according to the personality of YouTubers and how they represent themselves through their video contents. On the other hand, corporate brand personality strengthens the personal branding of individuals in the company. Personality created by employees needs to be implemented from inside to outside the organization. Meanwhile, the construction of corporate brand personality in marketing beauty products on the YouTube channel can be seen in how video talents communicate verbally as a self-presentation of a part of the company, but also capable of nonverbal self-impression management. Although the implementation of the corporate brand personality dimension on YouTube channels is not free from risks, this step is worth to be taken.
关键词：Beauty Marketing;Corporate Branding;Corporate Brand Personality;Social Media Marketing;YouTube
