Can Vloggers Characteristics Change Online-Shopping Intentions? The Role of Word of Mouth Effect as a Communication Tool

Bayazıt, Didem Zeynep; Durmuş, Beril; Yıldırım, Figen

doi:10.5824/1309-1581.2017.1.002.x

Cited by 7 publications

(2 citation statements)

References 35 publications

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“…As the most significant aspects affecting the decision to purchase Z. Bayazit, B. Durmuş, F. Yildirim [16] highlight trust that the recipient experience to a blogger, the WOM-character of communication (word-of-mouth (the so-called method of transmitting information in the process of personal communication). It allows obtaining the necessary information about the product straight from the horse's mouth, readiness to make purchases online; herewith, trusting a blogger often becomes the determining factor.…”

Section: Problem Statementmentioning

confidence: 99%

Native Advertising in Video Blogs: Language and Genre Specificity

Terskikh¹

2019

Proceedings of the Internation Conference on "Humanities and Social Sciences: Novations, Problems, Prospects" (HSSNPP 2019)

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The article studies the formats of advertising integration into video blogs, the advantages of video blogging as a way for promotion of advertising information. Special attention is paid to verbal and non-verbal elements of speech behavior of video bloggers in the process of advertising integration. The relevance of studying the main formats of advertising integration into video blogs is due to a number of the following circumstances. Firstly, it is the growing popularity of advertising in video blogs: taking into account the popularity of video blogging, modern commercial companies turned their attention to communication with video bloggers in order to use the popular media resource for advertising and marketing purposes. At the same time, it should be noted that the communication resource of video blogging in Russia has been discovered relatively recently and it is quite a new object of research. Secondly, despite the popularity of video blogging, many companies still do not trust bloggers and do not have the technology to build effective communication with the audience. Moreover, correctly placed advertising can become quite effective: advertiser, who actively use this format of interaction, note the success of the implemented advertising integrations.

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Section: Problem Statementmentioning

confidence: 99%

Native Advertising in Video Blogs: Language and Genre Specificity

Terskikh¹

2019

Proceedings of the Internation Conference on "Humanities and Social Sciences: Novations, Problems, Prospects" (HSSNPP 2019)

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“…The newsfeed of social networks is full of popular people -opinion leaders -those who were unknown to the public just a short time ago. Every year there are more and more research works dedicated to the problems of video blogging as an advertising and PRtool [6][7][8]. Just a few years ago, it was impossible to hear of YouTube bloggers from TV screens; now famous video bloggers are frequent visitors to the most popular channels.…”

Section: Bloggers' Reputation Capital and Its Use In Social Projects mentioning

confidence: 99%

Social Communication and Modern Opinion Leaders – Youtube Bloggers

Terskikh

2018

SHS Web Conf.

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Today, video blogging became the trend of modern Internet-communication that attracts the younger audiences due to its openness and availability compared to traditional mass media. Many companies engage bloggers in the process of commercial product promotion, less often they take part in social project management. Practice shows that involvement of YouTube bloggers in the process of social projects’ creation and promotion is one of the most effective ways to influence the target audience. On the other hand, social communication with bloggers as opinion leaders – involved has not been researched; there are no publications on this issue. This fact stipulates the necessity to research and describe the usage of bloggers’ reputation capital in the process of social communications aimed at fighting modern social issues.

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