Degree Name

MA (Master of Arts)


Brand and Media Strategy

Date of Award


Committee Chair or Co-Chairs

Susan E. Waters

Committee Members

Anthony Chase Mitchell, Mildred Frances Perreault


The beauty community on YouTube is a popular outlet for influencer generated video content. Beauty YouTubers provide their viewers with makeup-related videos from tutorials to the latest trends on the platform. As a result, the influencers have gained high subscriber counts that generate revenue through advertisements and brand partnerships. The influencers create relationships with their subscribers that lead to loyalty in the form of video views and merchandise purchasing. This study provides a content analysis of common characteristics within 10 popular beauty YouTubers’ videos examining the strategies used by the influencers. The top five videos from each beauty YouTuber were selected resulting in a total of 50 videos analyzed. Parasocial Interaction and Framing theories were the theoretical frameworks for this study. The results of this study indicated a series of commonly used characteristics within the most popular videos posted by the top beauty influencers on YouTube.

Document Type

Thesis - embargo


Copyright by the authors.

Available for download on Friday, March 29, 2024

Included in

Social Media Commons