YouTube enables billions of people worldwide to watch, explore, and share original videos. It provides a platform for users to easily communicate, connect, and spark creative inspiration. Marketers should be aware of YouTube’s significant influence. Research indicates that sponsoring content creators on YouTube is an effective way to promote a brand, as it can enhance consumers’ purchase intent. In other words, YouTubers play a crucial role in social media. This study applied the fuzzy Delphi method (FDM) to assist operators of female fitness center chains in establishing criteria for selecting YouTubers. This study, drawing upon previous literature and interviewed with executives responsible at female fitness center chains, compiled criteria for selecting YouTubers. Subsequently, a FDM questionnaire was designed and ultimately 24 responses were collected. Based on Hwang et al. (2005), this study established the selection criteria for YouTubers, including: YouTuber’s industry focus, Clarity of content published by the YouTuber, Overall aesthetic appeal of the YouTuber’s content editing, Objectivity in the YouTuber’s product (service) introductions, YouTuber’s communication skills, YouTuber’s crisis management capabilities, YouTuber’s ability to interact with the audience, Trustworthiness conveyed to the audience by the YouTuber, YouTuber’s effective use of social media marketing tools, Comments on the content published by the YouTuber, Number of comments on the YouTuber’s content, Compatibility with the business owner (variety of collaboration methods), Cost of commissioning the YouTuber, Number of channel subscribers, Efficiency in managing content production time, Quality of published content, Connection between the script and the product, and Creativity of the content.

Authors:
Kuei-Lun Chang, Ming Chuan University, Taiwan

About the Presenter(s)
Dr Kuei-Lun Chang is a University Associate Professor/Senior Lecturer at Ming Chuan University in Taiwan

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