“Thanks for watching”. The effectiveness of YouTube vlogendorsements

Abstract

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Disclosing Influencer Marketing on YouTube to Children: The Moderating Role of Para-Social Relationship

“…Third, we aim to gain insight into the boundary conditions of disclosure effects by focusing on whether its consequences are a function of the level of the para-social relationship (PSR) that children experience with the YouTuber. Previous research showed that people can develop long-lasting relationships with influencers on YouTube (Lee and Watkins, 2016;Munnukka et al, 2019). We propose that the negative affective consequences of the activation of advertising literacy may be contingent upon the PSR children experience with an influencer.…”

“…PSR is often used interchangeably with the notion of para-social interaction (PSI). However, where PSI refers to the perception of the media personality as an intimidate conversational partner that usually arises during the interaction, PSR refers to an enduring relationship that encompasses more than one interaction or exposure (Dibble et al, 2016;Munnukka et al, 2019).…”

“…Via social media, followers have the opportunity to interact directly with that person and to continually expose themselves to details of a person's life (Colliander and Dahlén, 2011). Through continuous interactions with social influencers, they can become part of the daily life of followers and create a feeling of intimacy, similarity, and closeness (Lee and Watkins, 2016;Chen, 2018;Munnukka et al, 2019). Previous studies have found evidence for experiences of PSR and PSI with influencers on YouTube (Lee and Watkins, 2016;Folkvord et al, 2019;Munnukka et al, 2019), on Facebook (Tsai and Men, 2013), on Instagram (Chen, 2018), and with bloggers (Colliander and Dahlén, 2011).…”

“…More specifically, we expect that the negative effect on brand attitude, advertised product desire, and video attitude does not appear for children with a strong PSR with the influencer. This is based upon the notion that PSR has been shown to increase the perceived credibility of a YouTube influencer (Munnukka et al, 2019). Therefore, children who feel a strong PSR with the YouTuber are more likely to perceive this influencer to be credible.…”

The Interaction Effect of Type of Message X YouTuber’s Media Metrics on Customers’ Responses and the Moderation of Conformity Intention

“…There are three types of content on the Internet [22]: content sponsored by a company, a brand or a product, whose objective is to persuade customers (e.g., a YouTuber advertisement of a product); content marketing, focusing on particular interests of customers and free of sales messages (e.g., a Facebook brand page); and user-generated content, directed at help or entertainment (e.g., product reviews and shopping tips) [22]. This research focuses on user-generated content on YouTube delivered by video blogs (known as 'vlogs' or 'vlogging' carried out by 'vloggers') [23]. This type of content is highly relevant to the marketing strategy of a company, often leading it to offer vloggers free products or services, gift cards, or money.…”