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Mechanisms of Russian Internet Users’ Loyalty Formation to Video Bloggers

Student: Evgeniia Perekrest

Supervisor: Efim Galitsky

Faculty: Graduate School of Business

Educational Programme: Marketing (Master)

Year of Graduation: 2019

The purpose of this study is to identify the significant characteristics of vloggers and their channels that form the loyalty of Russian users of “Youtube”. The study explored the concept of vlogging, the history of its origin and development, described the video blogging market, its structure of operation, main trends and development prospects, reviewed existing approaches to the definition of the concept of loyalty, on the basis of which the definition of the concept of loyalty of Internet users was given to vloggers. Also, definitions of criteria, factors and drivers of loyalty of Internet users to vloggers were given, existing methods of measuring consumer loyalty were considered from the point of view of their applicability to the vlogging market and the most applicable theoretical model SERVQUAL was selected. Model adapted to the market. Analysis methods: content analysis, metric analysis by the method of principal components, linear and logistic regression, structural equation modeling.

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