https://orcid.org/0000-0003-0210-3241
Figures & data
Table 1. YouTube channel statistics.
Table 2. Brands’ target group demographics and website performance.
Table 3. Characteristics of the respondent groups.
Table 4. Exploratory and confirmatory analysis results.
Table 5. Factor loadings for agreeableness.
Table 6. Factor loadings for tendentiousness.
Table 7. Factor loadings for drivenness.
Table 8. Factor loadings for spontaneousness.
Table 9. Factor loadings for styling.
Table 10. Factor loadings for creativeness.
Table 11. Factor loadings for attractiveness.
Table 12. Factor loadings for sophistication.
Table A1. Similarity measures for agreeableness.
Table A2. Similarity measures for tendentiousness.
Table A3. Similarity measures for drivennesse.
Table A4. Similarity measures for spontaneousness.
Table A5. Similarity measures for styling.
Table A6. Similarity measures for creativeness.
Table A7. Similarity measures for attractiveness.
Table A8. Similarity measures for sophistication.
Data availability statement
The data set file was published at data.mendely.com (http://doi.org/10.17632/gghr8926dh.2).