Tech Youtubers as digital influencers: an analysis of influencer attributes and content features

Abstract

The rise of YouTube as a dominant platform in the digital age has accelerated the growth of influencer marketing, particularly for promoting electronic gadgets such as smartphones, laptops, smartwatches, and headphones among young digital natives in Dhaka, a rapidly growing urban center. This trend has led to the emergence of a distinct category of influencers known as Tech YouTubers. Drawing on the Source Credibility Theory (SCT) and the Elaboration Likelihood Model (ELM) of persuasion, this study examines how Tech YouTubers' credibility attributes (trustworthiness, attractiveness, and expertise) and content features (visual appeal, originality, and engagement metrics) influence consumers' purchase intentions for electronic gadgets in Dhaka. The results reveal that all content features have significant positive effects on purchase intention, with engagement metrics (e.g., views, comments, shares, and likes) emerging as the strongest predictor, particularly among younger consumers. In contrast, influencer credibility attributes do not have a significant direct effect on purchase intention. The findings indicate that within Dhaka's digital consumer landscape, content-driven persuasion is a more influential factor than personality-driven endorsement in shaping consumers' purchase intentions for technology-related gadgets. This study contributes to the literature by applying SCT and ELM in a South Asian digital marketing context and offers practical insights for influencers and brands seeking to enhance purchase intentions through visually appealing, original, and engaging content. The study is limited by its non-random, geographically restricted sample, suggesting the need for future research involving larger and more diverse populations.