Individual Impression Management on Youtube

Recently, YouTube seems to usher in a quiet revolution in people’s media consumption. This paper explores how individuals manage impressions on YouTube. Ten Taiwanese men and ten Taiwanese women were interviewed about their individual (amateur) performance experiences on YouTube. They were asked how they managed and presented themselves on YouTube. The types of strategies with more successful impression management were also investigated. The results constructed a taxonomy of individual YouTube impression management strategies. Qualitative data analysis suggests that participants feel truly empowered to adopt different strategies to manage their images or even to make their star dream come true on YouTube.


Chih-Ping Chen (2011) ,"Individual Impression Management on Youtube ", in AP - Asia-Pacific Advances in Consumer Research Volume 9, eds. Zhihong Yi, Jing Jian Xiao, and June Cotte and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 72-78.


Chih-Ping Chen, Discipline of Marketing, College of Management, Yuan Ze University, Taiwan


AP - Asia-Pacific Advances in Consumer Research Volume 9 | 2011

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