Vlog and brand evaluations: the influence of parasocial interaction

  title={Vlog and brand evaluations: the influence of parasocial interaction},
  author={Matthew Tingchi Liu and Yongdan Liu and Lida L. Zhang},
  journal={Asia Pacific Journal of Marketing and Logistics},
Purpose The purpose of this paper is to investigate the marketing results of video blogging (vlogging). In particular, the authors are interested in understanding which video bloggers (vloggers) can better help marketers develop their brand image, which vlog viewers tend to evaluate vlogger-endorsed brands more positively, and how these effects occur. Design/methodology/approach A questionnaire survey was conducted with a convenience sample online. A total of 401 valid responses were… 

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