|Vlog and brand evaluations: the influence of parasocial interaction|
|Liu，Matthew Tingchi; Liu，Yongdan; Zhang，Lida L.
|Source Publication||Asia Pacific Journal of Marketing and Logistics
|Abstract||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 collected. Regression analyses and bootstrapping were used to test the hypotheses. Findings: The authors found that vloggers’ physical and social attractiveness and the audience’s viewing motives (entertainment motive and relationship-building motive) and behavior (time spent on the media) increased the audience’s evaluations of the brands endorsed by the vloggers (perceived brand quality, brand affect and brand preference). The authors also found that these relationships were mediated by the parasocial interaction (PSI) between the vloggers and the audience. Practical implications: The findings of this study suggest that marketers can develop relationships with consumers and enhance their brand evaluations via vloggers. This strategy is more effective when brand managers use more attractive vloggers and target viewers who spend a lot of time on vlogs seeking entertainment or hoping to build relationships. Originality/value: This study contributes to the literature by showing that vlogging can affect brand evaluations through the development of PSI between vloggers and viewers. The authors extended the focus of vlog marketing research from consumers’ watching and sharing behaviors and their perception of vloggers to brand evaluations, from vloggers’ characteristics to viewers’ characteristics and from the Western to the Eastern context.|
Perceived brand quality
|URL||View the original
|Document Type||Journal article
|Collection||DEPARTMENT OF MANAGEMENT AND MARKETING|
|Corresponding Author||Liu，Matthew Tingchi|
|Affiliation||Department of Management & Marketing,University of Macau,,Macao|
|First Author Affilication||University of Macau
|Corresponding Author Affilication||University of Macau
Liu，Matthew Tingchi,Liu，Yongdan,Zhang，Lida L.. Vlog and brand evaluations: the influence of parasocial interaction[J].
Asia Pacific Journal of Marketing and Logistics,2019,31(2):419-436.
Liu，Matthew Tingchi,Liu，Yongdan,&Zhang，Lida L..(2019).Vlog and brand evaluations: the influence of parasocial interaction.Asia Pacific Journal of Marketing and Logistics,31(2),419-436.
Liu，Matthew Tingchi,et al."Vlog and brand evaluations: the influence of parasocial interaction".Asia Pacific Journal of Marketing and Logistics 31.2(2019):419-436.
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