Effects of fashion vlogger attributes on product attitude and content sharing

Abstract

With the rapid development of Internet technology, various new media platforms have emerged consequently impacting many aspects of our lives (Kim and Jeon 2016). The emergence of various media and communication platforms changed the way people exchange information, turned then-existed one-way communication into two-way communication, and laid the foundation for the development various social media. Furthermore by the creation of a platform to share videos, video content is getting more popular, leading the emergence of many websites that users can share various kinds of video content. Recently, as marketing strategy has shifted to consumer-oriented methods rather than corporate-oriented methods (Shin 2007), the importance of word of mouth (WOM) information through social network services (SNS) has increased, and personal sources of information have played an increasingly important role in WOM (Cho and Jeong 2013). Also, consumers now prefer getting information from online video websites rather than from traditional form of media like television and radio (Herold 2008; Hu et al. 2016). Consumers are not only getting information easily through video sharing platforms, but also using them as an opportunity to express themselves through online Abstract Recently, general people posting vlog on newly shopped fashion and cosmetics items are gaining popularity, and it is growing more common to get consumer reviews or opinion through vlogs. In this paper, we examine the effect of vloggers' attributes (i.e., attractiveness, expertise, trustworthiness) depending on the types that the vlogs expose certain products in videos. Also we find out how emotional bond between vloggers and viewers affect the relationships of vlogger's attributes with content sharing intention and attitude towards products. Based on the results of one-way ANOVA, multiple regression analysis, and moderated regression analysis, we could enhance the understanding of vlog and vloggers' role in retail. Also, we applied para-social interaction to find out how emotional bond between vloggers and viewers affect their perception. This research implies the need of understanding vlog as a form of marketing mix that fashion retailers can utilize.

Should I suggest this YouTube clip? The impact of UGC source credibility on eWOM and purchase intention

“…YouTube vloggers refer to people who create a video blog or vlog by planning and appearing directly in the video. According to Choi and Lee (2019), vloggers have a common denominator with celebrities from the aspect that they approach audiences through videos, just as celebrities who contact the public via traditional media outlets. The difference is that vloggers designed the flow of video content themselves, not only serving as a model in the video.…”

Analyzing Online Shopping Behavior from the Perspective of Youtube: Do Vlog Content and Vlogger Characteristics Matter

“…Following the informative/entertaining content dichotomy in advertising and previous research on blog content into consideration, this research parsimoniously evaluates the value viewers gain from the content with respect to its informative and entertaining nature. Third, expertise, credibility (Chapple and Cownie, 2017;Hill et al, 2017;Sakib et al, 2019), trustworthiness (Choi and Lee, 2019) and physical and social attractiveness (Chapple and Cownie, 2017;Liu et al, 2019) of the vloggers have been identified as important factors shaping consumers attitudes and behavior. Yet, this particular study examines the impact of authoritative knowledge on information satisfaction as similar to expertise, credibility and trustworthiness authoritative knowledge has also been suggested in literature to induce trust among blog readers (Doyle et al, 2012).…”

Investigating the impact of digital influencers on consumer decision-making and content outreach: using dual AISAS model

“…Subsequently, the user becomes a transmitter to share his/her experience about product consumption. According to previous studies, the positive attitude towards digital influencer content is linked to content sharing intention at social network (Choi & Lee, 2019). Based on the aforementioned literature, we postulate following hypotheses.…”