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Factors Affecting the Attitudes and Behavioral Intentions of Followers toward Advertising Content Embedded within YouTube Influencers' Videos
Abstract
This study seeks which antecedents affect YouTube followers’ intention to purchase products mentioned in YouTube videos posted by the influencers. We conducted an online survey after reviewing the concept of social media influencer marketing and the theoretical framework of the persuasive knowledge model. The results confirmed that followers’ various evaluations on contributions of YouTube influencers and the platform and their persuasive knowledge affect their attitudes and the behavioral intention on the persuasive content posted by YouTube influencers. Source attractiveness, trustworthiness, evaluation of video qualities, awareness of paid endorsement, and advertising recognition were influential to the attitudes and intentions of the followers. In addition, the suggested model confirmed the mediating effect of attitudes among antecedents and purchase intention. Theoretical and practical implications are presented in the discussion and conclusion.
... Extant literature suggests it has "a strong association with persuasiveness of and trust in consumer information" (Jiang et al., 2018). Similarly, Kim and Kim (2022)) also endorse this relationship. Consumers' persuasion of information varies from one individual to another. ...
... Jiang et al.(2018) assert that psychological and sociological perspectives help understand from psychological and sociological perspectives. Extending this argument, Kim and Kim (2022) believe that people in power, compared to others, have more resources and access to information, which enables them to evaluate and influence the association between information and trust. ...
... Consumers' persuasion of information varies from one individual to another. Consumers with a high sense of power may process information quickly, while consumers with a common sense of power may process information slowly or not at all (Kim & Kim, 2022). ...
ARTICLE INFO ABSTRACT Keywords: eWOM, trust information, quality, loyalty, sense of power, homophily, purchase intention. Internet accessibility has changed consumers' attitudes and behaviors regarding searching and sharing information about goods and services. These interactions generate eWOM communications affecting trust, brand loyalty, and purchase intentions. Given the significance of eWOM, the study has developed a model that has examined seven relationships, including one moderating. The study recruited six enumerators who intercepted 415 respondents in the targeted malls. Of this total, 390 responded. The study used smart PLS for data analysis. EWOM affects trust, purchase intention, and brand loyalty. The study also found that brand loyalty and trust promote purchase intentions. Homophily also affects eWOM. In contrast to past literature, the study found an "insignificant linkage between information quality and trust." We also found the "moderating effect of sense of power on information quality and trust." The contribution of the study is as follows. Most studies have used trust and loyalty as antecedents to eWOM. We have used trust and loyalty as consequences of eWOM, on which a few studies are available. The literature documents inconsistent results on the "effect of eWOM on trust and loyalty" and (ii) the effect of "homophily on eWOM."
... Pertaining to social media influencers, Saima and Khan (2021) noted that the quality of the information posted by a social media influencer positively impacted purchase intentions. Likewise, Kim and Kim (2022) found that the trustworthiness of a recommendation from a YouTube influencer was positively related to brand attitudes, video attitudes, and purchase intentions, moreso than the physical attractiveness of the influencer, suggesting the importance of information quality being disseminated by the influencer. Studying social media influencers promoting sustainable fashion, Kapoor et al. (2023) found that messages perceived by consumers as genuine and authentic were more likely to influence purchase intentions compared to sponsored brand posts. ...
... H3abc: Perceived information credibility of the mukbang video is positively related to a) attitudes toward the video, b) attitudes toward the brands featured in the video, and c) behavioral intentions to consume the foods portrayed in the video Extant research examining consumer behavior has found that ad/message and brand attitudes have positively impacted consumers' behavioral intentions to consume or purchase a product (Kapoor et al., 2023;Kim & Kim, 2022;Purohit & Arora, 2022;Torres et al., 2019). In a study exploring factors that influenced YouTube viewers' purchase intentions, Kim and Kim (2022) found that attitudes toward the video/advertisement and attitudes toward the brand both predicted purchase intentions. ...
... H3abc: Perceived information credibility of the mukbang video is positively related to a) attitudes toward the video, b) attitudes toward the brands featured in the video, and c) behavioral intentions to consume the foods portrayed in the video Extant research examining consumer behavior has found that ad/message and brand attitudes have positively impacted consumers' behavioral intentions to consume or purchase a product (Kapoor et al., 2023;Kim & Kim, 2022;Purohit & Arora, 2022;Torres et al., 2019). In a study exploring factors that influenced YouTube viewers' purchase intentions, Kim and Kim (2022) found that attitudes toward the video/advertisement and attitudes toward the brand both predicted purchase intentions. In a study examining digital influencers, Torres et al. (2019) noted a positive relationship between brand attitudes and purchase intentions in the context of the fashion and beauty industry, as well as entertainment and video games. ...
With the popularity and success of food-related social media content, food marketers have begun utilizing social media influencers to promote their food brands. In particular, mukbang—video broadcasts of individuals eating copious amounts of food—is a prominent genre of public social media food exhibition that can provide opportunities for food-related social media influencer marketing. The present study examines how parasocial interaction (i.e. nonreciprocal interpersonal relation-ships formed with media personalities) with a mukbang social media influencer impacts advertising effectiveness and information credibility. A total of 404 U.S. participants completed an online survey. Structural equation modeling found that participants’ parasocial interactions with mukbang social media influencers predicted perceived source trustworthiness, perceived source expertise, and credibility of the information regarding the food content posted. Furthermore, influencer source credibility and information credibility positively impacted consumer brand and video attitudes, as well as behavioral intentions to consume the foods featured in the social media content. Study results provide evidence-based implications for food-related social media influencer marketing strategies and insight into the important role of information credibility on eating behaviors of social media consumers.
... The results showed that argument quality (i.e. informativeness and persuasiveness) is significantly related to perceived content credibility (β = 0.420 t = 7.573, p < 0.001), which is consistent with prior findings that message and argument quality are based on informativeness and persuasiveness (Kim and Kim, 2022). Micro influencers (e.g. ...
... The results demonstrated that a follower's attitude towards posts or videos had a significant effect their purchase intention (β = 0.258, t = 4.365, p < 0.01), thus supporting H4. These findings are in line with earlier studies findings (Nguyen et al. 2023;Li et al. 2023;Balaji et al. 2021;Kim and Kim, 2022). ...
The present study enhances our understanding of followers’ perceptions of the information credibility of Chinese social media influencers. Employing the heuristic-systematic model, we examined the influence of source credibility and argument quality on the content credibility of micro-influencers and their relational impact on followers’ attitudes and behavioural decisions, with involvement as a moderator. Chinese respondents who follow beauty influencers on Sina Weibo were targeted. The respondents were contacted by posting a web link on WeChat to the survey created on Sojump. Structural equation modelling was used to examine the relationship between variables. The results revealed that argument quality (i.e. systematic cue) and source credibility (i.e. heuristic cue) are significantly affect the information credibility perceived by consumers. The findings also indicate that perceived information credibility has a significant impact on brand/video attitude and purchase intention. There are notable theoretical extensions to the literature on information processing, attitude and consumer behaviour.
... Our findings indicate that the stronger the viewers identify with an endorser in the ad, the less likely they are to skip it. In general, our findings concur with prior research that empirically demonstrates the potent influence of YouTube endorsers in product promotion (Kim and Kim, 2022;Monge-Benito et al., 2020). While previous studies like Kim and Kim (2022) focused on perceived attractiveness and Monge-Benito et al. (2020) emphasized perceived expertise as central psychological factors underpinning an endorser's persuasive power, our mediation results present social identification as another crucial mechanism elucidating the effectiveness of an endorser in advertising. ...
... In general, our findings concur with prior research that empirically demonstrates the potent influence of YouTube endorsers in product promotion (Kim and Kim, 2022;Monge-Benito et al., 2020). While previous studies like Kim and Kim (2022) focused on perceived attractiveness and Monge-Benito et al. (2020) emphasized perceived expertise as central psychological factors underpinning an endorser's persuasive power, our mediation results present social identification as another crucial mechanism elucidating the effectiveness of an endorser in advertising. Thus, the present study expands on the findings regarding ad-avoidance (Belanche et al., 2017a;Jeon et al., 2019) by identifying and empirically supporting personality-based identification as a new factor that reduces viewers' ad-avoidance (i.e. ...
Purpose
The current study examines a novel model that examines how the online and offline or general personality of the same person predicts social identification with the endorser in a message and their subsequent online behaviors (e.g. ad-skipping) on social media, both differentially and simultaneously.
Design/methodology/approach
Real-time ad-skipping behaviors were tracked and analyzed across three online experiments.
Findings
The results supported the model explicating the dual and simultaneous influence of offline and online personalities on ad-skipping behaviors. Specifically, in response to a skippable video ad, online and offline personalities respectively increase and decrease viewers’ identification with the endorser. Consequently, the higher or lower the identification, the lower or higher the rate of ad-skipping behaviors.
Research limitations/implications
The current study will benefit from a larger set of real-world data (i.e. big data) to enhance the generalizability of the findings, supporting the model.
Practical implications
With the growing prevalence of the gap between online and offline self-identities driven by social media usage, this paper suggests that the ad message needs to address the dual influence of both online and offline identities on ad-skipping behaviors.
Originality/value
The current study tests a novel model that shows that the online and offline personalities of the same person concurrently influence one’s behavior on the Internet, rather than separately.
... However, recent literature suggests that the effectiveness of traditional marketing instruments has reduced in many markets, whereas the effects of social interactions amongst consumers on buying behavior and the opportunities to leverage these interactions have increased greatly (Risselada et al., 2014). The advent of social media has increased the impact of social influences on consumption decisions (Fakhreddin & Foroudi, 2022;Kim & Kim, 2022) through quick content sharing and community enhancement (Djafarova & Bowes, 2021;Fakhreddin & Foroudi, 2022). Consumers are heavily influenced by pictures of purchases and recommendations of other social media users (Djafarova & Bowes, 2021;Fakhreddin & Foroudi, 2022;Kim & Kim, 2022) and celebrities (Fan & Chan, 2023;Yu & Hu, 2020). ...
... The advent of social media has increased the impact of social influences on consumption decisions (Fakhreddin & Foroudi, 2022;Kim & Kim, 2022) through quick content sharing and community enhancement (Djafarova & Bowes, 2021;Fakhreddin & Foroudi, 2022). Consumers are heavily influenced by pictures of purchases and recommendations of other social media users (Djafarova & Bowes, 2021;Fakhreddin & Foroudi, 2022;Kim & Kim, 2022) and celebrities (Fan & Chan, 2023;Yu & Hu, 2020). As a result, both practitioners and academics have demonstrated renewed interest in the effects of social influences on consumer behavior (Kumar et al., 2007). ...
Brand love and brand loyalty are crucial factors in consumer brand relationships. However, few studies have examined the impact of social influences on them. Using structural equation modeling, this study investigated the impact of interpersonal influence and celebrity endorser influence on brand love and brand loyalty, the mediating role of brand love between the two social influences and brand loyalty, and finally the moderating roles of gender and consumer age across these relationships. The results suggest that both the social influences have a crucial role in this context and brand love acts as a partial mediator in the association with brand loyalty. Gender did not play the expected moderating role. However, consum-ers' age played a significant moderating role in the relationships between social influences and brand love.
... in our study, we will examine the effect of followers' attitudes toward bloggers credibility on purchase intention by the mediating role of para-social interactions. Kim and Kim (2022) the findings substantiate that the viewpoints held by viewers regarding the impact of Youtube influencers' contributions and the platform, alongside their grasp of persuasive tactics, play a role in shaping their attitudes and the likelihood of engaging with the persuasive material shared by these influencers on the platform. the way the source appears, how reliable it seems, judging the quality of the video, recognizing when someone's being paid for promotion, and identifying advertisements all played a role in shaping the followers' attitudes and what they intended to do. ...
... moreover, the proposed model has substantiated the mediation role of attitudes between the factors leading to a certain outcome and the intention to make a purchase. Kim and Kim (2022) have only considered the impact of bloggers' characteristics on followers' purchase intentions. in contrast to our study, they have not taken BiPs into account. in our study, we will examine the effect of followers' attitudes toward bloggers' credibility on their purchase intention by the mediating role of para-social interactions. ...
Although there are several recent studies regarding the role that online social networks (SNs) bloggers can play in the success or failure of today's businesses, the ways by which they can actively influence their follower's purchase behavior still needs further investigation. Thus, this study aims to examine how bloggers' interactive practices (BIPs) have a positive effect on their followers' intentions to purchase the products promoted by them by the mediating roles of bloggers' credibility and followers' para-social interactions. This study drew on three well-formulated theories (i.e., social cognitive theory, theory of reasoned action, and social learning theory) to design its conceptual framework. To this end, this study surveyed 548 female followers of 12 female bloggers on Instagram, operating in Iran. This research has used the PLS-based structural equations modeling to evaluate the validity of its measurement and structural models. The results of this research show that BIPs improve followers' attitudes toward bloggers' credibility in two dimensions of "expertise" and "reliability". Followers' attitudes towards bloggers' credibility play an important role in reinforcing their para-social interactions with bloggers. Followers' para-social interactions play a role in fortifying their intentions to purchase the products promoted by bloggers. The most significant empirical contribution of this study is that it explains the interactive practices taken by bloggers into account strengthen the purchase demands of their followers. Therefore, bloggers due to their ability to influence people's purchase intentions are a challenge for today's businesses, which must be transformed from a potential threat to an actual opportunity.
... Previous research has revealed positive relationships between attitudes and intention to share, and between attitudes and purchase intention. For example, developing positive attitudes can increase the intention to share brand information (e.g., Ju et al., 2022;Shehu et al., 2016) and purchase intention (e.g., Kim, E., & Kim, Y., 2022;Lin et al., 2021). Moreover, it has been empirically demonstrated that the intention to share information online is positively associated with purchase intention (e.g., Alhidari et al., 2015). ...
... Within this study, the real brand in Study 1 induced a negative effect, while the fictitious brand in Study 2 induced a positive effect of situational persuasion knowledge on attitudes. Given that the CARE model (Wojdynski & Evans, 2020) and past research has shown that many different factors such as brand-specific style (Aribarg & Schwartz, 2020;Noland et al., 2021) message characteristics (e.g., Beckert et al., 2001;Chung & Kim, 2020), delivery context (e.g., Wang et al., 2020;Whittle & Xue, 2018), consumers experience with the content platform (e.g., Grigsby, 2020;Huang, 2019), personal relevance (e.g., Hayes et al., 2020;Yoon et al., 2022), individual differences (e.g., How et al., 2015Kim, E. & Kim, Y., 2022), and various other factors can influence advertising outcomes, the results here further give credence that a sizeable portion of native ad evaluations are unique to the consumer segment and specific ad situation. ...
Limited research exists on how media format and disclosure influence knowledge about and attitude toward, native ads on Twitter. In response, two experiments were conducted with a 3 (text only, text plus image, or video) X 2 (disclosure present or absent) between-subjects design to test how media format, disclosure, and ad recognition influence attitudes and behavioral intentions. Study 1 (N = 322) showed that richer media help to reduce situational persuasion knowledge; while Study 2 (N = 174) revealed ad recognition exerts a negative effect on manipulativeness. Moreover, both studies show skepticism, intrusiveness, and manipulativeness negatively predict attitudes. By implication, we conclude that situational persuasion knowledge should be aimed to be minimized by marketers through native ad design and that rich media with disclosure may help advertising effectiveness.
... Although extensive research exists on online marketing, celebrity endorsements, and social media, there are limited studies on influencer marketing (Saima & Khan, 2020). Furthermore, while some researchers have explored individual factors like influencer personality (Zimmermann et al., 2022), likability (Saima & Khan, 2020), admiration (Trivedi & Sama, 2020), interactivity (Lin et al., 2020), and credibility (Kim & Kim, 2022), no comprehensive study has examined how these factors collectively influence the purchase intentions of social media users. ...
This paper seeks to investigate the impact of social media influencer traits on customers’ purchase intentions, examining the mediating role of credibility and the moderating role of materialism in the relationship between these influencer traits and customer purchase intentions. The research employs a survey-based approach to gather data from 360 users engaged in social media platforms. The findings highlight that personality, admiration, likeability, and interactivity of influencers are significant predictors of the purchase intention of social media users. It is also confirmed that the credibility of social media influencers plays a mediating role in the association between social media influencers and customers’ purchase intentions. The study makes a significant contribution by confirming that materialism of influencers has a moderating role in the relationship between social media influencers and customers’ purchase intentions. The theoretical and practical implications of this study are discussed, and possible directions for future research are suggested.
... The empirical evidence obtained in this study reinforces the idea that personal interest, enjoyment, and internal satisfaction significantly influence the extent to which individuals engage in innovative and original thinking. These results are consistent with the findings of Schivinski et al. (2019) and Kim and Kim (2022), which underscore the influence of internal evaluations and positive affective responses in shaping behavioural intentions and attitudinal outcomes. Both studies emphasize that when individuals perceive value or satisfaction from Fajri, M., N., Wilopo., & Nuralam, I., P. Trust matters: exploring how video and brand attitudes drive purchase intention in food vlog https://journal.unesa.ac.id/index.php/bisma/index ...
This study investigates the effect of food vloggers' content value on viewers' attitudes (video attitude and brand attitude) and purchase intention with trust as a moderating variable. The rise of food vlogging as a digital marketing tool has transformed how consumers engage with culinary content and make purchasing decisions. As viewer trust becomes increasingly important in influencing attitudes and behaviour, understanding content value impacts consumer responses through the S-O-R model is essential for marketers and creators alike. This study targets individuals who actively consume content from three prominent Indonesian food vloggers. Data was collected through an online survey from 335 respondents and analysed using Partial Least Square-Structural Equation Model (PLS-SEM). The results show that informative and entertainment value positively influence video attitude. Video attitude positively influences brand attitude and purchase intention. Trust strengthened the relationship between video attitude and purchase intention, as well as brand attitude and purchase intention. The findings offer insights for marketers and content creators, emphasising the importance of engaging content and trust in shaping consumer behaviour, especially for those interested in exploring Indonesian culinary offerings.
... Although many people wanted to live a minimalist lifestyle, Sembilan et al. (2023) discovered that the only factor that consistently predicted their intention was perceived behavioural control. Purchase intention, which is the probability of engaging in a particular behaviour, is important in this situation (Kim and Kim 2022). Research on consumer minimalism is expanding, although it has mostly focused on lifestyle and psychological impacts rather than how it affects consumers' desire to make purchases. ...
This study aims to conduct a comprehensive bibliometric analysis of research on circular economy and sustainable fashion consumption. By examining the existing literature, we seek to identify key predictors that influence consumer behaviour and adoption of sustainable fashion practices within a circular economy framework. Using a bibliometric approach, we will analyse a large dataset of scholarly publications to identify research trends, most productive countries and relevant sources. Through text mining techniques, we will extract keywords, co‐citation networks and citation analysis to uncover the most prominent predictors influencing sustainable fashion consumption. Drawing on prominent theories such as the Theory of Planned Behaviour, SHIFT model and Goal Framing Theory, we will draw up a conceptual model of potential predictors such as environmental awareness, trust, social influence, hedonic value and fashion consciousness. This study will contribute to a deeper understanding of the factors driving sustainable fashion consumption and provide valuable insights for policymakers, businesses and consumers. By identifying key predictors, we can develop more effective strategies to promote sustainable fashion practices and transition towards a circular economy.
... Hashim et al. (2023) found that while many desired to adopt a minimalist lifestyle, only perceived behavioral control consistently predicted their intention. In this context, purchase intention plays a crucial role, defined as the likelihood of engaging in a specific behavior (Kim and Kim, 2022). Although research on consumer minimalism is growing, it has mainly examined psychological and lifestyle effects, focusing less on its influence on purchase intentions. ...
Purpose
This study aims to analyze the impact of minimalism, attitude, perceived behavioral control and subjective norm on green purchase intention in the fashion industry using the theory of planned behavior (TPB).
Design/methodology/approach
The study used the mall-intercept technique to collect data from shopping malls across six cities in India by administering a structured questionnaire. The sample comprised 230 responses, which were analyzed using the partial least square structural equation modeling (PLS-SEM).
Findings
The findings highlighted that minimalism, subjective norm, attitude and perceived behavior control significantly affect the purchase intention of green apparel in fashion industries. This strengthens the validity of the TPB in explaining green purchasing intention among educated individuals from Generations Y and Z in India.
Practical implications
This study is crucial for corporate leaders and academia as it embarks on new findings from young Indian consumers’ perspective. Minimalistic principles shape consumers’ purchasing attitude by enhancing their confidence and ability to adopt green consumption practices.
Originality/value
The study advances the comprehension of sustainable fashion marketing in India by investigating the correlation between customers’ minimalism and purchasing intention regarding sustainable apparel.
... The degree to which a channel enables a person to perceive others as cognitively engaged can be defined as SP (Fulk et al., 1987). According to Kim and Kim (2022), having a social media presence is essential for influencers to connect with their followers, which in turn increases the number of followers. Since Instagram and similar platforms enable users to engage with influencers directly, they provide a chance for consumers to feel a social presence with these figures (Jin et al., 2021). ...
This study investigates the impact of social media influencer attributes, namely source credibility, social presence and influencer inspiration on the purchase intention of Gen Z consumers, considering the moderating effect of parasocial interaction. The conceptual model was created by combining the social learning theory, the social presence theory and the parasocial theory to examine and comprehend the key characteristics of social media influencers and the role they play in attracting Gen Z consumers. The study adopted a quantitative approach. A structured questionnaire was used to collect data from 303 Generation Z consumers in India. The hypothesized model was tested using SMART PLS-4 through the use of structural equation modelling analysis. Source credibility and influencer inspiration were found to influence the Gen Z cohort’s purchase intention favourably. However, it was found that social presence did not significantly influence Gen Z consumers’ purchase intention. The results of the moderation analysis indicate that parasocial interaction positively moderated the relationship between source credibility and purchase intention and did not have a significant moderating effect on the relationship between influencers’ social presence, inspiration and purchase intention of Gen Z consumers. Implications for theory and practice are also discussed, thus adding to the emergent literature on influencer marketing.
... Unlike the advertising strategy in viral marketing which encourages consumers to share product information with others, the advertising strategies for online videos are more abundant. For instance, in the case of social media influencer marketing, companies pay for content shearers who have a large number of followers to advertise their product 26 . This motivates us to embed a novel advertising mechanism into epidemiological models, which could strategically transform viewers into active sharers. ...
How to exploit social networks to make internet content spread rapidly and consistently is an interesting question in marketing management. Although epidemic models have been employed to comprehend the spread dynamics of internet content, such as viral videos, the effects of advertising and individual sharing on information dissemination are difficult to distinguish. This gap forbids us to evaluate the efficiency of marketing strategies. In this paper, we modify a classic mean-field SIR (susceptible–infected–recovered) model, incorporating the influences of sharing and advertising in viral videos. We mathematically analyze the global stability of the system and propose an agent-based modeling approach to evaluate the efficiency of sharing and advertising. We further provide a case study of music videos on YouTube to show the validity of our model.
... Behavioral intention refers to an individual's subjective probability or likelihood of engaging in a specific behavior (Kim & Kim, 2022). It shows how the person feels about the behavior, how they see social norms and pressure, and how they think they can control their behavior (T. ...
The prevalence of social media influencer (SMI) marketing has compelled businesses to adjust to the changing landscape of the digital age. This adjustment is driven by the substantial influence that social media influencers (SMIs) wield over consumer decision‐making; however, prior research often treated SMI strategy, content, and credibility as separate elements, leaving a knowledge gap on how these elements intersect and collectively influence SMI and consumer behavior. This study aimed to bridge this research gap by synthesizing existing literature on SMIs and consumer decision making, with a focus on SMI strategy, content, and credibility. It employed a systematic literature review with a hybrid domain‐based approach, integrating the strengths of various review types while addressing their limitations. This study employed a constructivist qualitative methodology with a reflexive thematic analysis approach. It focused on synthesizing and analyzing literature from EBSCO databases on social media influencer marketing and consumer behavior, following carefully designed inclusion and exclusion criteria. The findings revealed that SMI Strategy, SMI Content, and SMI Credibility are interconnected components of SMI marketing, and even subtle modifications to these elements can significantly influence consumer decision‐making. This study provides a holistic understanding of SMI marketing, emphasizing the interplay of SMI strategy, content, and credibility in shaping consumer choices. It offers valuable insights for businesses navigating the dynamic landscape of SMI marketing increasing their comprehension of the phenomenon.
Sosyal medya platformları ile etkileşime geçen tüketici sayısındaki artış ile birlikte sosyal medya etkileyicileri olarak ifade edilen influencerların takipçileri ile başarılı etkileşimi, pazarlama faaliyetlerinde yaygın olarak kullanılmaya başlanmıştır. Bu çalışmada, influencerların fiziksel çekicilik, sosyal çekicilik ve tutumsal benzerlik özelliğinin influencera yönelik duyulan güvenirliğe ve duyulan güvenirliğin de tüketicilerin davranışsal niyetleri üzerindeki etkisi incelenmiştir. Çalışmada nicel araştırma yöntemi kullanılmıştır. Çalışmada veri toplama aracı olarak anket kullanılmıştır. Çevrimiçi olarak uygulanan ankette 318 geçerli veri elde edilmiştir. Verilerin analizinde LİSREL8.5 paket programı kullanılmıştır. Araştırma sonucunda influencerların fiziksel çekicilik, sosyal çekicilik ve tutumsal benzerlik özelliğinin influencera karşı güvenirliğini olumlu etkilediği görülmüştür. Ayrıca influencera karşı güvenirliğin tüketicilerin tavsiye etme ve satın alma niyetini olumlu etkilediği sonucuna ulaşılmıştır. Bu çalışmada önerilen model ile teorik olarak pazarlama literatürüne katkı sunulmaktadır. Pratik olarak influencer pazarlaması ile ilgilenen uygulayıcılara tüketicilerin davranışsal niyetleri üzerinde önemli bir etkisi bulunan güvenirliği etkileyebilecek influencer özelliklerine yönelik bilgiler sağlanmaya çalışılmıştır. Uygulayıcılar güvenirliği yüksek influencer seçimiyle tüketicilerin davranışsal niyetleri üzerinde daha fazla etkili olabileceklerdir.
Consumers do not always recognize the persuasive intent of covert forms of advertising. Thus, when exploring consumers’ evaluations of these specific ads it is important to measure if, and to what extent, they recognize it as an ad. Amidst the current research, conflicting findings exist on what effect ad recognition exerts on attitudinal reactions. This quantitative systematic review found that the effects observed in most studies are negative. Additionally, among these studies, those employing an article-style ad display more negative relationships than social media-style ads. Similarly, studies using binary measures of recognition uncovered more negative relationships compared to continuous measures. Moreover, brand attitudes had fewer negative relationships with ad recognition compared to advertising attitudes and publisher/poster attitudes.
A new digital marketing tool that has emerged today is that of social media influencer marketing. Social media influencers are those individuals who shape consumers’ perceptions regarding a brand or product through photos, videos and other updates on social media platforms. This research paper is an attempt to identify the effect of various attributes of social media influencers on their credibility and eventually on purchase intention of consumers in Delhi NCR, India. An online questionnaire was used to collect data through Google Forms and the size of the sample was 76. Quota sampling technique was used, and structural equation modeling through SmartPLS 3 was used for data analysis. The findings reveal that trustworthiness, information quality and entertainment value have significant direct effects on the credibility of influencers as well as significant indirect effects on the purchase intention of consumers. Also, the purchase intention of consumers is directly affected by an influencer’s trustworthiness and credibility.
Nowadays, the relevance of advertising on social media is es- sential, especially for the young audience category for which traditional media is no longer a real consumer option. This paper aims to explore the differences in the efficiency of online advertising with and without the sup- port of a social media influencer. We conducted a two-level survey-based online between subjects experiment and we manipulate advertising on an influencer account versus advertising on a brand account on social me- dia without the support of the influencer. We compared the effects of the posts promoting Pantene shampoo on the Instagram account of a relevant Romanian beauty influencer Ioana Grama (335K followers) and the posts promoting the same product from the brand Romanian Instagram account (5K). The online survey was disseminated between April 4, 2020–May 7, 2020, to a young female population N=80 participants, age 16 to 32 years, that were randomly assigned in the two above mentioned groups. The stimulus included real posts in the questionnaire consisted of: Instagram posts of the Pantene Romania account for the “brand account” group and posts of the Romanian beauty influencer Ioana Grama for the “influencer” group. Results showed that advertising on influencer account is more effi- cient than advertising on the brand account regarding the effects on brand attitude.
This article analyses follower response to the growing number of product endorsements present in YouTube videos published under the username "Verdeliss" by Estefanía Unzu Ripoll, Spain's most popular YouTube influencer on the topic of maternity and childcare. Results of a self-administered online survey of 949 Verdeliss followers focused on their individual evaluations of source attributes indicate that Unzu Ripoll's YouTube fans tend to buy products she endorses on the basis of her perceived likeability and expertise, and that the overall influence she exerts on their purchasing decisions is slight. In closing, the authors offer insights into how social media influencers can enhance the effectiveness of their online endorsements and identify tactics brands can employ to ensure that the influencers they collaborate with are optimally suited to promote their products.
The rise of influencer marketing makes YouTube an ideal media platform to implement such marketing strategies. Many scholars consider the success of YouTube influencer marketing as a result of high consumer perception of information credibility. This study employs heuristic-systematic model to investigate how informational cues influence credibility evaluations of information posted by YouTube influencers. An online survey was conducted to investigate the factors, and a two-step, structural equation modelling data analysis approach was utilised to explore the correlation between variables. The results reveal that trustworthiness, social influence, argument quality, and information involvement are influential factors affecting consumer perceived information credibility on YouTube. The analytic results also reveal a strong and positive correlation between perceived information credibility and brand/video attitudes.
Social media influencers (SMIs) are increasingly being approached by brands to promote products, a practice commonly called influencer marketing. SMIs can take advantage of their influence to obtain personal rewards by entering into partnerships with brands. However, SMI followers value influencers' intrinsic motivations and noncommercial orientation. Thus, SMI–brand collaborations may result in tensions for SMIs' authenticity management. This research applies a qualitative approach based on SMI–brand partnership observations, SMI interviews, and a comparison of these data sources. Two authenticity management strategies emerged from the analysis: passionate and transparent authenticity. We articulate these strategies to propose a four-path framework that provides the first conceptualization of how SMIs can manage authenticity for themselves to resolve the tensions created by brand encroachment into their content. The results offer guidance for both SMIs and marketers on how to best partner with each other to build win–win relationships while protecting SMIs' authenticity.
Social media influencers are first explored in the advertising field, particularly to create buzz in the younger markets and further expand social media coverage in businesses. This study is designed to investigate the effectiveness of social media influencers, focusing on source credibility, source attractiveness, product match-up, and meaning transfer. Consumer attitude is proposed to mediate between both the exogenous and endogenous relationships. Data collection was designed using the purposive sampling method and the dataset of 200 respondents was then analysed using PLS-SEM technique. All hypotheses are found to be supported except for source credibility. Mediating effects of consumer attitude are also determined. Implications, limitations, and suggestion for recommended research are further discussed.
Native advertising has become a growing trend in news outlets to break through the clutter of advertisements to reach consumers. This exploratory study investigates consumers' cognitive processing of native advertisements in U.S. online news sites. Using think aloud techniques, 30 interviews revealed that two-thirds of participants saw native ads in the provided online news sites, but less than half of them were aware of the persuasive intent of the native ads. For those who recognized native advertisements in the news sites, brand elements and ad disclosures were the most commonly reported identifiers. Furthermore, native advertising does not always generate negative perceptions. Practical and policy implications and future research directions are discussed.
While several studies have focused on native advertisements' disclosures, little research has been conducted on native advertisements' content. Therefore, this study investigated the influence of both disclosure recognition and brand presence on readers' persuasion knowledge (PK) and subsequent evaluations. Results of an online study (N = 290) showed that disclosure recognition resulted in higher conceptual PK, yet this had no effect on readers' attitudinal PK and evaluations. Conversely, high brand presence did not increase readers' conceptual PK, but it did increase attitudinal PK, which subsequently decreased evaluations of the ad, brand and news medium. Implications are discussed.
In this study we examined the effect of disclosure language (control/no disclosure, “SP,” “Sponsored,” and “Paid Ad”) in Instagram-based influencer advertising on ad recognition, brand attitude, purchase intention, and sharing intention among a sample of 237 students. In line with prior research, results indicated that disclosure language featuring “Paid Ad” positively influenced ad recognition, which subsequently interacted with participants' memory of a disclosure and mediated the effect of disclosure language on attitude toward the brand and sharing intention. The findings offer a significant contribution to the literature on consumers' information processing and understanding for new and developing native advertising executions. Theoretical and managerial implications are discussed.
Contrary to the fifteen minutes of fame of online memes and viral videos in the volatile and competitive environment of YouTube, successful beauty gurus achieve sustained popularity, enjoy from long-lasting viewer engagement and inhabit legitimized celebrity positions. This article is based on a multi-year ethnographic examination of YouTube’s beauty community, focusing on the popular British-Chinese beauty guru Bubz, her channel Bubzbeauty, and the community of viewers formed around her content. Parting from the question of what legitimates Bubz in her influential role, I conceptualize community-specific norms that guide practices, particularly those related to self-presentation and identity-management and their implications for everyday celebrity practice. Merited fame involves certain requirements that need to be consistently demonstrated. The importance of first demonstrating expertise and effort, and then consistently following the community rules of self-presentation and engagement with brands and viewers without ‘selling out’ is at the heart of the values of YouTube's beauty community.
Social media, such as Facebook, offer brands the opportunity to reach their target audience in a less obtrusive way than traditional media, through sponsored posts. Regulations require marketers to explicitly inform consumers about the commercial nature of these posts. This study addresses the effects of sponsorship disclosures by means of a 2 (no disclosure vs. the sponsorship disclosure ‘Sponsored’) × 2 (source: celebrity endorser vs. brand) experiment. Results suggest that a sponsorship disclosure only influences the use of persuasion knowledge when the post is disseminated by a celebrity. Moreover, a disclosure starts a process in which the recognition of advertising (i.e., the activation of conceptual persuasion knowledge) causes consumers to develop distrusting beliefs about the post (i.e., higher attitudinal persuasion knowledge), and in turn, decreases their intention to engage in electronic word of mouth.
This article presents two studies examining the effects of disclosing online native advertising (i.e., sponsored content in blogs) on people’s brand attitude and purchase intentions. To investigate the mechanisms underlying these effects, we integrated resistance theories with the persuasion knowledge model. We theorize that disclosures activate people’s persuasion knowledge, which in turn evokes resistance strategies that people use to cope with the persuasion attempt made in the blog. We tested our predications with two experiments (N = 118 and N = 134). We found that participants indeed activated persuasion knowledge in response to disclosures, after which they used both cognitive (counterarguing) and affective (negative affect) resistance strategies to decrease persuasion. The obtained insights do not only advance our theoretical understanding of how disclosures of sponsored blogs affect persuasion but also provide valuable insights for legislators, advertisers, and bloggers.
Despite the increasing popularity and advantage of native advertising on social media, advertisers are concerned about the possibility of native ads misleading consumers, resulting in boomerang effects. This study attempts to address this concern by comparing the predictive role of native ad nonintrusiveness with that of native ad manipulativeness in consumers’ attitude toward and sharing intention of native advertising. Findings from an online survey of 550 U.S. adult consumers showed that native ad nonintrusiveness was positively related to attitude toward and sharing intention of native advertising, whereas native ad manipulativeness was not. Consumers’ ad skepticism and persuasion knowledge were negatively related to attitude toward and sharing intention of native advertising; but persuasion knowledge became nonsignificant when native ad nonintrusiveness and manipulativeness were included in regression models. Additionally, those with stronger information-seeking motivation showed more positive attitudinal and behavioral responses. This study advances the knowledge of native advertising by examining the possibility of its being a double-edged sword. Theoretical and practical implications are discussed.
This paper examines the impact of celebrity endorsement on Malaysian consumers' behavioural intentions. Source attractiveness, source credibility and the fit between the endorser and the endorsed product are discussed and examined. An empirical study is carried out which uses stimulus materials that involve a sport shoe brand and a fitness centre. The dataset is analysed using a series of multivariate analyses and a model subsequently constructed using structural equation modelling. The findings indicated that source attractiveness and credibility are essential for celebrity endorsement effectiveness. However, the fit between the endorser and the product is not found to be significant. Nonetheless, this fit has an indirect effect on consumers' behavioural intentions, via the shared variances with source attractiveness and credibility.
This study reviews the methods and measurements employed in research using the Persuasion Knowledge Model (Friestad and Wright 1994) across leading journals in advertising and associated fields from 1994-2014. Despite the recommendation from Friestad and Wright to use multiple methods, the dominant methods are experimental and survey, with few qualitative approaches. Although no one standard measure of persuasion knowledge exists, there appear to be reliable and valid scales to measure dispositional persuasion knowledge. There are also situational measures, mostly created or modified by researchers for particular persuasion contexts. Children’s persuasion knowledge is assessed through unique audience-specific methods designed for children. Overall, most scholars measure subjective persuasion knowledge with explicit (conscious) assessments to gauge short-term effects. Our systematic review provides scale items and reveals opportunities to develop reliable scales related to other aspects of persuasion knowledge (e.g., appropriateness, perceived effectiveness, coping behaviors, and agents’ perspectives).
Research dealing with various aspects of* the theory of planned behavior (Ajzen, 1985,
1987) is reviewed, and some unresolved issues are discussed. In broad terms, the theory is
found to be well supported by empirical evidence. Intentions to perform behaviors of different
kinds can be predicted with high accuracy from attitudes toward the behavior, subjective
norms, and perceived behavioral control; and these intentions, together with perceptions of
behavioral control, account for considerable variance in actual behavior. Attitudes, subjective
norms, and perceived behavioral control are shown to be related to appropriate sets of salient
behavioral, normative, and control beliefs about the behavior, but the exact nature of these
relations is still uncertain. Expectancy value formulations are found to be only partly
successful in dealing with these relations. Optimal rescaling of expectancy and value
measures is offered as a means of dealing with measurement limitations. Finally, inclusion of
past behavior in the prediction equation is shown to provide a means of testing the theory*s
sufficiency, another issue that remains unresolved. The limited available evidence concerning
this question shows that the theory is predicting behavior quite well in comparison to the
ceiling imposed by behavioral reliability.
This research focuses on the social-media-driven convention of advertising, and seeks to analyze the type of communication that occurs between celebrity endorsers and audiences within social media. Kim Kardashian is the most current and successful celebrity endorser. A content analysis including posts and responses from April and May 2011 is used to analyze the type of advertising messages and celebrity/audience interaction. The goal of the study is to establish whether Parasocial Interaction could improve the effectiveness of advertising. Due to findings that yielded a high amount of endorsements embedded into personal stories, as well as female approval for those posts, it can be stated that Parasocial Interaction takes place between the celebrity and audiences. It can also be considered as an advertising vehicle, in terms of positive audience feedback. The results imply that advertisers should utilize Parasocial Interaction to conduct successful advertising.
Two studies are presented that examine the role of attractiveness and expertise in the “match-up hypothesis.” Much “match-up hypothesis” research has focused on physical attractiveness. Study One examined physical attractiveness as a match-up factor and its impact on brand attitude, purchase intent and key brand beliefs. In a 2 × 2 experiment, endorser attractiveness and product type are manipulated. Results indicated a general “attractiveness effect” on brand attitude and purchase intent but not the match-up predicted in previous literature. Study Two considered expertise as the match-up dimension. The second experiment manipulated product and endorser type. A match-up effect was found as the athlete was most effective as an endorser for the energy bar in increasing brand attitude, but not purchase intent. The variable “fit,” or “belongingness,” was shown to play an important role in match-up effects.
This study examined how sponsorship disclosure on television influences persuasion knowledge and brand responses (i.e., brand memory and brand attitude). Moreover, we tested whether extending disclosure duration increases its effect. By conducting an experiment (N=116) we compared the effects of no disclosure to a 3-second and a 6-second disclosure. Results showed that especially a 6-second disclosure activates conceptual and consequently attitudinal persuasion knowledge. Regarding brand responses, we found that disclosure directly increased brand memory, regardless of duration. In addition, a 6-second disclosure indirectly resulted in less favorable brand attitudes through higher rates of attitudinal persuasion knowledge. Theoretically, this study provides insights into how sponsorship disclosure influences the persuasion process and the role of persuasion knowledge within this process.
Social media influencers (SMIs) represent a new type of independent third party endorser who shape audience attitudes through blogs, tweets, and the use of other social media. A mature public relations literature has identified the characteristics of effective spokespersons, but relatively little is known about audience perceptions of the SMI. A q-sort technique identified core perceived attributes of four sample SMIs. A better understanding of the perceived personality of SMIs provides tools for optimizing an organization's SMI capital.
Use of celebrities as part of marketing communications strategy is a fairly common practice for major firms in supporting corporate or brand imagery. Firms invest significant monies in juxtaposing brands and organisations with endorser qualities such as attractiveness, likeability, and trustworthiness. They trust that these qualities operate in a transferable way, and, will generate desirable campaign outcomes. But, at times, celebrity qualities may be inappropriate, irrelevant, and undesirable. Thus, a major question is: how can companies select and retain the 'right' celebrity among many competing alternatives, and, simultaneously manage this resource, while avoiding potential pitfalls? This paper seeks to explore variables, which may be considered in any celebrity selection process by drawing together strands from various literature.
Attitude toward the brand (Ab) and purchase intentions (PI) are two pivotal and popular constructs that have been routinely used by advertising scholars and practitioners. Despite their popularity, standard scales, with known psychometric properties, for measuring Ab and PI are not available. Furthermore, these two constructs might not be empirically distinguishable. On the basis of scales reported in prior studies, the authors develop measures of Ab and PI and assess their psychometric validity within a well-established, attitude toward the ad (Aad) theoretical framework. Implications of their findings are discussed.
Using three studies, this research examines the relationship between dimensions of celebrity endorser credibility (attractiveness, expertise, trustworthiness) and consumer motivation (informational and transformational). Studies 1 and 2 reveal celebrity expertise and trustworthiness are the primary determinants of informational processing, while attractiveness is the principal variable driving transformational processing. The third study finds that teenage consumers, though affected by informational and transformational motivations, are less likely than adults to discriminate between attractiveness, trustworthiness, and expertise, forming their judgments instead on the basis of a unidimensional perception of celebrity credibility.
Linking back to , the present approach conceptualizes and empirically examines viewers' parasocial interaction experience with a TV performer. Causes and outcomes of parasocial interaction experience are examined. To this end, a new Experience of Parasocial Interaction (EPSI) scale is introduced. In a 2 (Bodily Addressing) x 2 (Verbal Addressing) between-subjects experiment (N = 198) viewers reported a more intense parasocial experience if they were addressed by a TV performer on a bodily and verbal level. In addition, the more viewers perceived the performer to be attractive and the stronger their perspective-taking ability, the more intense their parasocial experience. Stronger parasocial experience resulted in higher commitment to social norms and a greater enjoyment of the exposure situation.
With the use of an on-line retailer's Web site and an experimental method with 103 university students, statistical support through path analysis was found for positive influences of optimum stimulation level (preferred level of environmental stimulation) and recreational shopping on hedonic value (trying an image-interactivity feature of an apparel Web site as a stimulating experience). The Web site's mixandmatch image interactivity feature allowed creation of visual images of product combinations. The path-analysis model revealed significant paths between hedonic value and resulting emotional pleasure and arousal variables. A pattern of significant paths was also found between these three variables and global attitude, willingness to purchase, and willingness to patronize the on-line store. Theoretical and managerial conclusions are provided. © 2005 Wiley Periodicals, Inc.
Twenty-five years of consumer socialization research have yielded an impressive set of findings. The purpose of our article is to review these findings and assess what we know about children's development as consumers. Our focus is on the developmental sequence characterizing the growth of consumer knowledge, skills, and values as children mature throughout childhood and adolescence. In doing so, we present a conceptual framework for understanding consumer socialization as a series of stages, with transitions between stages occurring as children grow older and mature in cognitive and social terms. We then review empirical findings illustrating these stages, including children's knowledge of products, brands, advertising, shopping, pricing, decision-making strategies, parental influence strategies, and consumption motives and values. Based on the evidence reviewed, implications are drawn for future theoretical and empirical development in the field of consumer socialization. Copyright 1999 by the University of Chicago.
This article offers a new approach to celebrity endorsement. Previous explanations, especially the source credibility and source attractiveness models are criticized, and an alternative meaning transfer model is proposed. According to this model, celebrities' effectiveness as endorsers stems from the cultural meanings with which they are endowed. The model shows how meanings pass from celebrity to product and from product to consumer. The implications of this model for our understanding of the consumer society are considered. Research avenues suggested by the model are also discussed. Copyright 1989 by the University of Chicago.
Social media influencers (SMIs) have become a primary stakeholder group for communication professionals. However, this phenomenon still lacks a coherent body of theory and significant gaps exist in knowledge of how organisations perceive and identify them in the context of public relations, specially through empirical and cross-cultural studies. This comparative research includes European (n = 2710) and Latin American (n = 914) professionals working on different hierarchical levels, both in communication departments and agencies. Despite the massive implementation of social media channels, only a minority of Latin American and European professionals use specific strategies to identify and engage with SMIs. Practitioners prefer traditional identification indicators: personal reputation, the relevance of topics covered, and the quality of the content shared online.
Social media influencers – such as the ‘Instafamous’ – are required to disclose any commercial relationship. To achieve transparency, Instagram has introduced a standardized disclosure (‘Paid partnership with [brand]’). This study examined whether this disclosure effectively raises ad recognition, and how this consequently affects consumers' responses to the message, influencer, and brand. Additionally, the effects of the disclosure were compared between micro- (<10,000 followers) and meso- (10,000–1 million followers) influencers. Results of an online experiment (N = 192) with a 2 (no disclosure vs. standardized disclosure) x 2 (micro-vs. meso-influencer) between subjects design showed that the disclosure did achieve its goal of increasing ad recognition. Furthermore, the disclosure positively affected brand recall and intentions to engage with the post, via ad recognition. The parasocial interaction with the influencer was not affected. Moreover, influencer type did not moderate the effect of the disclosure and did not affect people's responses to the message, influencer, or brand.
Social media influencers are on a daily basis conveying their opinion regarding products and brands through social media postings. Many of these posts are sponsored by a brand, while others are in the form of genuine advice. Influencers might choose to add a disclosure (“this is not sponsored content”) in non-sponsored product posts that highlight their impartiality. This information ought to affect how consumers respond to the post. In two experiments, we examine how emphasizing impartiality in influencer product posts affect consumers' response by applying a 3 (disclosure type: impartial vs. explicit sponsorship vs. no disclosure) factorial-design. In the second experiment, we further examine how disclosure type and landing page type (e-commerce product page vs. start page) from brand hyperlinks in the influencer post, interact to form consumer brand attitudes and purchase intentions. The findings reveal that impartiality product posts are less likely to be perceived as advertising compared to sponsored product posts or posts without sponsorship information, and therefore generate higher source and message credibility. Additionally, participants’ brand attitude and purchase intention are reduced when they are directed to a product page instead of a start page when being simultaneously exposed to an impartiality disclosure.
This study aimed to examine the effects of awareness of paid endorsements by social media influencers on followers’ cognitive persuasion knowledge (ad recognition), attitudinal persuasion knowledge (relationships with the influencer), and behavioral intentions, specifically eWOM intention and purchase intention. Employing an online survey (N = 269), this study found that awareness of paid endorsement relates to ad recognition, which is correlated with purchase and eWOM intentions. We also found that awareness of paid endorsement is correlated with influencer-follower relationship, which is associated with purchase and eWOM intentions. However, ad recognition does not affect influencer-follower relationship. Implications for public relations theory, practice, and policy are discussed.
Purpose
Social network sites are becoming more visual-centric. The purpose of this paper is to examine the effectiveness of visual social network sites as a marketing platform.
Design/methodology/approach
This paper comprises two experiments. The first experiment sought to examine the effect of social influence; while the second experiment examined the effect of image quality on the perception of quality and purchase intention.
Findings
The first experiment showed that social influence did not affect perceived quality or purchase intention. In the second experiment, a one-way between-groups multivariate analysis of covariance (MANCOVA) adjusting for sport involvement showed a statistically significant difference between the two groups. Respondents in the experimental group reported higher levels of perceived quality (adjusted M=3.68) and purchase intention (adjusted M=3.23) when compared to the control group’s perceived quality (adjusted M=3.12) and purchase intention (adjusted M=2.17).
Research limitations/implications
One of the limitations of this study is that it only examined the effects through a single social network site, i.e. Instagram. As there are other visual-centric social network sites, such as Tumblr and Pinterest, which operate slightly different from Instagram, it remains to be established how such effects vary across these social network sites.
Practical implications
The results suggest that social influence on Instagram is limited and marketers should invest in images of high quality when marketing on visual social network sites.
Originality/value
While there are many studies examining the effectiveness of marketing on social network sites, these studies have primarily focussed on earlier social network sites, such as Facebook. Newer social network sites that are more visual-centric, such as Instagram, are different from earlier social network sites and studied to a lesser extent. This study adds insights on the marketing effectiveness of visual-centric social network sites and deepens the understanding on marketing in general on social media.
This study examines the effectiveness of brand endorsements in vlogs (video blogs) by assessing the role of audience participation, parasocial relationship, and valence toward vlog endorsements on the perceived credibility of the vlogger and brand attitudes. Four experimental conditions were created on Qualtrics based on a YouTube vlog where the endorser reviewed a few products. The data were collected using Mturk and analyzed with 203 usable responses. The findings indicate that audience participation in the vlog enhances parasocial relationship with the vlogger, thus further fostering the vlogger's perceived credibility as an endorser. Additionally, the valence of the audience's attitudes toward vlog endorsements moderates the audience participation-parasocial relationship. The results show that vlogs with high levels of audience participation are more likely to increase the acceptance of the brand's endorsement via enhanced credibility perceptions among viewers. Hence, time should be spent choosing vloggers who are active in the online community. This study contributes to the understanding of the distinct characteristics of vlogs that specifically affect endorsement effectiveness. The focal role of parasocial relationship for message acceptance in the context of vlogs is also highlighted.
The Dynamics of Persuasion has been a staple resource for teaching persuasion for nearly two decades. Author Richard M. Perloff speaks to students in a style that is engaging and informational, explaining key theories and research as well as providing timely and relevant examples. The companion website includes materials for both students and instructors, expanding the pedagogical utilities and facilitating adoptions. The sixth edition includes: • updated theoretical and applied research in a variety of areas, including framing, inoculation, and self-affirmation; • new studies of health campaigns; • expanded coverage of social media marketing; • enhanced discussion of the Elaboration Likelihood Model in light of continued research and new applications to everyday persuasion. The fundamentals of the book - emphasis on theory, clear-cut explanation of findings, in-depth discussion of persuasion processes and effects, and easy-to-follow real-world applications - continue in the sixth edition.
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 that assesses the influence of physical attractiveness, social attractiveness, and attitude homophily of video blogger (vlogger) on PSI; and PSI effects on luxury brand perceptions (i.e., brand luxury, luxury brand value, and brand-user-imagery fit) and luxury brand purchase intentions. Study 1 tests the hypothesized model using structural equation modeling (SEM). Results supported the proposed model. Using within-subject design by comparing pre- and post-luxury perceptions, Study 2 finds luxury brand perceptions were significantly increased after watching vlog and increases were moderated by PSI with the vlogger. Study 3 investigated vlog effects on luxury brand perceptions and purchase intentions using between-subject design. Results show that luxury brand perceptions and purchase intentions for the experimental groups, who watched vlogs reviewing luxury products, were higher than control group, who did not watch vlog. Overall, the findings generally support for PSI as a brand management tool and the use of YouTube for positive perceptions of luxury brands.
This paper presents a narrative review of celebrity endorsement research. The review identifies six areas of research on celebrity endorsements (celebrity prevalence, campaign management, financial effects, celebrity persuasion, non-evaluative meaning transfer, and brand-to-celebrity transfer). A review of the research in each area identifies key findings, conflicting results, and research gaps. In addition, this paper reviews the celebrity endorsement literature with a focus on the psychological processes underlying celebrity endorsement effects that has been put forward in the literature. Based on the review an agenda for future research is offered.
This study examines consumers' attitude toward the blog and the effect of the blog on the purchase intention. The research model developed by the authors on the basis of previous research can be used as a reference schema for predicting future choices of bloggers. It integrates perceptual variables such as the credibility, the interactivity, the ease of use, the usefulness, the attitude toward the blog, and the purchase intention. Using the model, the study surveyed 245 Internet users. The results show that the credibility, the usefulness and the ease of use of the blog generate a positive attitude toward the blog. The attitude toward the blog had a positive impact on the purchase intention. The findings provide some answers to marketers about the blog phenomenon and the behaviour of consumers in this context. They will help managers to understand the consumer assessment process in this particular field of the web.
Online video advertising is now an increasingly important tool for marketers to reach and connect with their consumers. The purpose of this study was to empirically investigate the impact of video format on online video advertising. More specifically, this study aimed to explore whether online video quality and image size influences viewer responses toward online video advertising. By conducting an experimental study on YouTube, the results suggested that enhanced video quality of online advertising may have an important impact on effectiveness of the advertising, and the concept of presence is a key to understanding the effects of enhanced video quality in online advertising.
In the time since the advent of the Internet, the influence of online recommendations on consumer decision making has attracted great attention. YouTube and sites with blogging capabilities, such as MySpace and Facebook, are growing rapidly and frequently feature comments about brands and products. These comments, whether positive or negative, represent a form of user-generated content (UGC). Although recent research on peer recommendations considers electronic word of mouth, few studies focus on UGC. Using interviews with 17 participants, this study examines consumers’ opinions of online recommendations embedded in UGC compared with those of producer-generated content.
Uses a qualitative research method (depth interviews) to examine the multidimensionality of beauty and then uses a quantitative research technique (factor analysis) to propose a scale to measure beauty. Based on the results from these procedures, concludes that beauty is certainly more than skin deep. Physical attractiveness may be the initial criterion on which people evaluate beauty but the evidence indicates that values, habits, personality, and behavior are the "soul'' of beauty - essential ingredients in the creation of a truly beautiful person.
Sponsored recommendation blog posts, a form of online consumer review, are blog articles written by bloggers who receive benefits from sponsoring marketers to review and promote products on their personal blog. Because national regulations require that marketer sponsorship must be revealed in the blog post, sponsored recommendation posts can no longer conceal their marketing intent. Consumer’s attitudes toward sponsored recommendation posts are thus a vital issue in assessing the effectiveness of the advertisement. This study uses a 2(sponsorship type) × 2(product type) × 2(brand awareness) experimental design and a total of 613 valid samples to examine consumer attitudes toward sponsored recommendation posts and purchase intention. The results show that when products recommended in blog posts are search goods or have high brand awareness, consumers have highly positive attitudes toward sponsored recommendation posts, which improves purchase intention. The directly-monetary/indirect-monetary benefits received by the bloggers have no significant effect on readership attitudes. Using these features in blog writings appears to improve online readers’ trust toward and the credibility of sponsored recommendation posts and thus can be a vital online marketing tool for marketers.
This research tested a model that posits the linkages among perceptions of the organization–public relationships, attitudes, and behavioral intentions toward an organization among members of a key public. Among the 6 relationship indexes proposed by Hon and J. E. Grunig (1999), perceptions of satisfaction and control mutuality were the best predictors of a positive attitude toward the organization. In this study we also found that positive attitude was a precursor to supportive behavioral intentions toward the organization.
This case study examines the use of celebrity endorsement in the formation of the retail image of leading European grocery distribution group J. Sainsbury, in particular, the process of transference of celebrity images to the product’s image. The incorporation of Jamie Oliver (well known as television celebrity The Naked Chef) into the promotions of one of Britain’s leading grocery chains involves a high profile campaign that has been adopted in order to imbue the company’s products with an image of quality. The success of the campaign has been replicated in New Zealand by another grocery retail “giant”, Foodstuffs, who have also adopted The Naked Chef to endorse their products. The case draws on field research with consumers and key informant interviews with advertising agency personnel who identified the criterion for the choice of Jamie Oliver. The extent to which the market place recognises and consumers associate themselves with the image Jamie projects as a celebrity endorser for J. Sainsbury is explored.
This article reports two studies designed to test a theory of planned behavior-based model of blood donation. In Study 1 (n= 136), self-efficacy and self-identity accounted for unique variance in behavioral intention. Study 2 (n= 172) extended Study 1: self-efficacy, perceived control over behavior (PCB), self-identity, and moral norm were all independently predictive of intention; behavioral intention predicted a proxy measure of behavioral enaction. Both studies provided evidence to support a distinction between self-efficacy and PCB, and for the inclusion of self-identity and moral norm into the model. Belief-based measures discriminated intenders from nonintenders, and beliefs that accounted for unique variance in self-efficacy and PCB were identified. The findings are discussed in relation to using models such as the theory of planned behavior to intervene in social and health behaviors.
In theories and studies of persuasion, people's personal knowledge about persuasion agents' goals and tactics, and about how to skillfully cope with these, has been ignored. We present a model of how people develop and use persuasion knowledge to cope with persuasion attempts. We discuss what the model implies about how consumers use marketers' advertising and selling attempts to refine their product attitudes and attitudes toward the marketers themselves. We also explain how this model relates to prior research on consumer behavior and persuasion and what it suggests about the future conduct of consumer research. Copyright 1994 by the University of Chicago.
The 13 most popular types of videos on YouTube
- M Anderson
Why YouTube stars influence millennials more than traditional celebrities
- A Arnold