Understanding the Influence of Perceived Youtubers’ Content Quality and Usefulness of Information on Videogames Purchase Intention

Influencer marketing is a marketing strategy that has been used by many brands, in which they employ influencers, such as, for example, Instagrammers or YouTubers, to promote their product toward their audience.

The present study aims to understand how perceived YouTubers’ content quality impacts the usefulness of information, which in turn will shape the videogames purchase intention of young Portuguese people. A survey was developed, and the sample size includes 133 young Portuguese respondents.

The findings suggest that perceived YouTubers’ content quality has no impact on the usefulness of information. However, videos that contain information that is perceived as useful have a positive impact on videogames purchase intention of young Portuguese users. These findings offer relevant theoretical and practical implications for influencer marketing and gaming.