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… 
Effects of Advertising Strategies in Corporate YouTube Channels on Consumer Responses: Focusing on Vlogs
This study attends to the phenomenon of major domestic corporations advertising their respective brands on official YouTube channels, reflecting the increasing importance of YouTube as a medium for
The influence of trust and relationship commitment to vloggers on viewers' purchase intention
PurposeThis study extends the commitment-trust theory from the perspective of relationship marketing and explores its effect on purchase intention under the moderation of trust by investigating
The impact of Danmu technological features on consumer loyalty intention toward recommendation vlogs: a perspective from social presence and immersion
PurposeThis study investigates how Danmu (danmaku) technological features (DTFs) of recommendation vlogs (rec-vlogs) impact consumer experiences and decisions.Design/methodology/approachThe authors
The mechanism leads to successful clickbait promotion in WeChat social media platforms
PurposeThis study aims to examine how the clickbait headlines influence the perceived source credibility, subjective norm, perceived benefit and purchasing intention of customers on social commerce
“The Big Women”: A textual analysis of Chinese viewers’ perception toward femvertising vlogs
Video blogging (vlogging), a type of short video that people produce by recording and editing their daily lives, has become an emerging form of digital cultural production on social media platforms
'The Big Women:' A Textual Analysis of Chinese Viewers’ Perception towards Femvertising Vlogs
Video blogging (vlogging), a type of short video that people produce by recording and editing their daily lives, has become an emerging form of digital cultural production on social media platforms
“It’s selling like hotcakes”: deconstructing social media influencer marketing in long-form video content on youtube via social influence heuristics
Purpose This study aims to examine the ability of the social influence heuristics framework to capture skillful and creative social media influencer (SMI) marketing in long-form video content on
Pengaruh Attitude Homophily, Social Attractiveness, Self-Disclosure, Endorser Credibility, dan Parasocial Interaction terhadap Purchase Intention
The increase in internet users encourages endorsers to market a product to shift to online media such as Youtube. The use of the online media Youtube by endorsers creates a unique attraction and can
Effects of parasocial interaction, brand credibility and product involvement on celebrity endorsement on microblog
PurposeThis study explores the influence of parasocial interaction (PSI), brand credibility and product involvement on celebrity endorsement, and how PSI interacts with brand and product factors and


YouTube vloggers' influence on consumer luxury brand perceptions and intentions
Abstract This study examines how video blogs (vlogs) influence consumer perceptions of luxury brands. Using para-social interaction (PSI) and social comparison theory, this study proposes a model
Fostering Consumer–Brand Relationships in Social Media Environments: The Role of Parasocial Interaction
As brands solidify their place in social media environments, consumers’ expectations have amplified, thus spurring the development of technologies to assist with the engagement process. Understanding
Following the Fashionable Friend: The Power of Social Media
ABSTRACT This article investigates—and compares—the effects of brand publicity in social and “traditional” digital media. In an analysis of consumer responses to identical brand publicity in seven
Good guy vs. bad guy: the influence of parasocial interactions with media characters on brand placement effects
Although brand placements are frequently associated with media characters within movies or TV series, and viewers are well known to relate to such characters, previous research has scarcely dealt
Mall Haul Videos: Self-Presentational Motives and the Role of Self-Monitoring
Mall haul videos or vlogs are short videos in which young women not only present their fashion and beauty purchases but express their evaluations and opinions as well. The attitudes expressed could
Parasocial attributes and YouTube personalities: Exploring content trends across the most subscribed YouTube channels
Vlogs are more likely to contain self-disclosure than any other video genre, followed by gaming videos, sketches, and tutorials, and the relationship between content features, production features, and parasocial attributes is illuminated.
Social Sharing of Online Videos: Examining American Consumers’ Video Sharing Attitudes, Intent, and Behavior
The present study integrated the theory of planned behavior, technology acceptance model, and Palka et al.'s (2009) viral marketing model to examine U.S. consumers’ online video sharing attitudes,
Signalling Effects of Vlogger Popularity on Online Consumers
This study is the first to examine vlogger popularity effects in social media and provides an empirical evidence concerning the specific conditions under which credibility is more (or less) effective in influencing behavior.
Fostering Parasocial Relationships with Celebrities on Social Media: Implications for Celebrity Endorsement
The purpose of this study was to explore the underlying mechanisms through which the use of social media affects endorser effectiveness. Based on theories related to parasocial relationships,
Hidden persuasions in soap operas: damaged heroines and negative consumer effects
The purpose of our study is to investigate the negative influence of textual images of damaged women characters in soap operas on the female consumers who constitute the majority of viewers. We begin