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

Share Proceeding

Featured papers

See More


Paper Box or Plastic bag? Structural Package Design Elements Affect Health Perception and Consumption.

Joyce De Temmerman, Ghent University, Belgium
Iris Vermeir, Ghent University, Belgium
Hendrik Slabbinck, Ghent University, Belgium

Read More


How Do Consumers React to Anthropomorphized Brand Alliance? Applying Interpersonal Expectations to Business-to-Business Relationships

DONGJIN HE, Hong Kong Polytechic University
Fangyuan Chen, Hong Kong Polytechic University
Yuwei Jiang, Hong Kong Polytechic University

Read More


Cultivating a Network of Trust: Exploring The Trust Building Agency of Objects in Home Sharing

Marian Makkar, Auckland University of Technology, New Zealand
Drew Franklin, Auckland University of Technology, New Zealand

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.