YouTube Beauty vlogs is a growing area on the YouTube platform. There are over one billion users who use this platform to watch videos about beauty products and tutorials, and they generate billions of views (YouTube, 2017). This quantitative study employs the uses and gratification theory to understand the needs of people who watch YouTube beauty vlogs on a regular basis and the gratifications they seek. A survey of 426 participants found that YouTube users seek for mostly entertainment and habit gratifications when they interact with the beauty vlogs. The audience’s age was found to be a factor in gratifications sought. This was because younger people seemed to have more time to create the habit of watching YouTube beauty vlogs and being entertained by them.
Communication and Media Technologies (MS)
Department, Program, or Center
School of Communication (CLA)
Ray Lantigua, Katherine, "Uses and Gratifications of Watching YouTube Beauty Vlogs" (2019). Thesis. Rochester Institute of Technology. Accessed from
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