This research seeks to unveil how YouTube influencers and digital interaction can contribute to the process of customer-brand relationship and engagement. Based on in-depth interviews of female Youtubers devoted to the lifestyle categories, we aim to comprehend the engagement factors that influencers should rely on to promote engagement between their followers and the brands they advocate.

ABSTRACT
    Introduction
    Theoretical Development
    Research Design
    Results and conclusion
References

• David Raposo(Instituto Universitário de Lisboa (ISCTE-IUL), Portugal)
• João Guerreiro(Instituto Universitário de Lisboa (ISCTE-IUL), Business Research Unit(BRU-IUL), Portugal)
• Sandra Maria Correia Loureiro(Instituto Universitário de Lisboa (ISCTE-IUL), Business Research Unit(BRU-IUL), Portugal)
• Ricardo Godinho Bilro(Instituto Universitário de Lisboa (ISCTE-IUL), Business Research Unit(BRU-IUL), Portugal)