From design to contribution: How YouTube channel content style shapes follower attitudes and influencer branding

This research focuses on the importance of content style design in YouTube channels and identifies the mechanisms through which it affects followers’ utilitarian and hedonic attitudes towards an influencer's personal channel and their contributions to online influencer branding. This study conducted a cross-sectional, questionnaire-based survey, collecting data from 356 YouTube users. The proposed research model and hypotheses were assessed using partial least squares structural equation modeling (PLS-SEM). This study suggests that unconventional insights and content inspiration in YouTube channel style design are positively associated with followers’ utilitarian and hedonic attitudes, enhancing online influencer branding, including online consumption and contribution. In addition, content relevance only influences followers’ utilitarian attitudes, while narrative design solely affects hedonic attitudes. However, the proposed relationship between title attractiveness and followers’ attitudes towards an influencer's personal brand is not supported. This research presents new insights into the importance of content style design in YouTube channels and sheds light on the underlying mechanisms through which content style design impacts followers’ contributions to online influencer branding.