The art of attracting attention: a process model of Chinese toubu vloggers’ strategies to create online identities and self-brands

Wang, Xiaoxian; Picone, Ike

doi:10.1080/19392397.2021.1991408

Cited by 18 publications

(7 citation statements)

References 26 publications

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“…, 2019; Le and Hancer, 2021). The construct of vlogger credibility involves source expertise, attractiveness and trustworthiness (Wang and Picone, 2021). Source credibility has been studied in various vlog topics such as effectiveness of communication, social persuasion and consumer attitude change (Sakib et al.…”

Section: Findings and Discussionmentioning

confidence: 99%

“…Moreover, self-disclosure helps a vlogger engage with their audience and establish an intimate relationship with them. Vlog studies have revealed that self-disclosure helps consumers establish interconnectedness with vloggers (Wang and Picone, 2021). Certain types of vlogs, such as femvertising vlogs, may motivate the audience to disclose their internal feelings in comments (Duan, 2020).…”

Section: Endorsement Outcomesmentioning

confidence: 99%

“…Vlogger credibility is defined as consumer judgements of a vlogger's expertise, such as whether their opinion can be trusted and how relevant it is to the vlog's topic (Munnukka et al, 2019;Le and Hancer, 2021). The construct of vlogger credibility involves source expertise, attractiveness and trustworthiness (Wang and Picone, 2021). Source credibility has been studied in various vlog topics such as effectiveness of communication, social persuasion and consumer attitude change (Sakib et al, 2020).…”

Section: Endorsement Outcomesmentioning

confidence: 99%

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A systematic literature review on vlog marketing: thematic analysis and future research directions

Zhang,

Hasan,

Chiong

et al. 2024

APJML

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PurposeThe aim of this study was to conduct a systematic literature review (SLR) on vlog marketing. The focus was to analyse the major themes in this field and provide insights for future research directions.Design/methodology/approachThe authors reviewed a total of 49 peer-reviewed publications that include the search terms “vlog” or “video blog” in their titles, keywords and abstracts, retrieved from digital databases Scopus and Web of Science, up to the end of July 2023. Thematic analysis was used to examine and synthesise the articles.FindingsThe authors found 19 sub-themes and identified four major themes that emerged from the literature: (1) endorsement outcomes, (2) vlogger characteristics, (3) consumer credibility and (4) vlog content crafting.Originality/valueThere are many unanswered questions in the literature, suggesting that vlog marketing research is still in its infancy, and that in-depth further studies are required for a more comprehensive understanding of the field. This study has identified potential avenues for future research that may contribute to the existing body of knowledge and valuable insights on vlog marketing.

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Section: Findings and Discussionmentioning

confidence: 99%

Section: Endorsement Outcomesmentioning

confidence: 99%

Section: Endorsement Outcomesmentioning

confidence: 99%

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A systematic literature review on vlog marketing: thematic analysis and future research directions

Zhang,

Hasan,

Chiong

et al. 2024

APJML

View full text Add to dashboard Cite

show abstract

“…The content covers various topics including beauty, lifestyle, games, cooking, technology, and travelling. As a genre of short-form video that revolve around documenting and sharing one's daily life, vlogs provide a way of presenting, commodifying and self-branding vloggers' personae (Berryman & Kavka, 2017;Biel, Aran, & Gatica-Perez, 2011;Marshall, 2014;X. Wang & Picone, 2021).…”

Section: Vlogging Short Video Market and Platform Economymentioning

confidence: 99%

“…As a genre of short-form video that revolve around documenting and sharing one’s daily life, vlogs provide a way of presenting, commodifying and self-branding vloggers’ personae (Berryman & Kavka, 2017; Biel, Aran, & Gatica-Perez, 2011; Marshall, 2014; X. Wang & Picone, 2021). Furthermore, it narrates a scenario to insert the advertisements, and the exposure of personal life makes it more convincing to fans and followers (Abidin, 2019; Duan, 2020).…”

Section: Introductionmentioning

confidence: 99%

Popularising Vlogging in China: Bilibili’s Institutional Promotion of Vlogging Culture

Wang

2022

Global Media and China

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Vlogging culture has experienced rapid growth in China since 2018. Central to this expansion, social media platforms have played a dominant role in popularising vlogging culture. By conducting a digital ethnography of the Chinese user-generated content platform Bilibili from September 2019 to May 2022, this article explores the institutional power of platforms in promoting and shaping vlogging production and practices in China. Beyond the function of intermediating, Bilibili shapes vlogging as an intensive production and interactive practice with high performativity to compete for visibility. This article theorises four ways that Bilibili popularises vlogging culture in China: pillarising discourses, metric-based monetisation, advertising mediation and vlog-focused campaigns. In taking this approach, this study sheds light on the institutional power of platforms in promoting and shaping cultural production. In addition, it uncovers the precarity embedded in the promotion strategies, notably the interplay with the platform economy in the context of China.

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Is authenticity key? Mobilization by social media influencers versus celebrities and young people's political participation

Harff,

Schmuck

2024

Psychology and Marketing

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Popular personalities like social media influencers (SMIs) and traditional celebrities can not only be used in the context of for‐profit marketing, but also help non‐profit campaigns address young audiences. Across three experiments (NTotal = 1233), we compared the effectiveness of SMIs’ mobilizing appeals in relation to a humanitarian issue to those made by traditional celebrities. Inspired by meaning transfer theory, we expected SMIs and their endorsements to be perceived as particularly authentic, elucidating their possibly unique influence on young people's participation. In Study 1, mobilizing appeals from popular personalities generally increased participation intentions among young people, but SMIs were not more effective in this role than celebrities. Study 2 and Study 3 showed that effects of the two source types are dependent on gender. Controlling for source and endorsement authenticity, we found that SMIs were better at directly mobilizing young women for political participation than celebrities. In contrast, young men were more easily convinced by celebrities to engage in political action, due to higher authenticity attributed to celebrities’ endorsements. While SMIs were not consistently perceived as more authentic than celebrities, the success of popular personalities’ mobilizing appeals can generally be well explained by perceived source authenticity and perceived authenticity of endorsements.

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The art of attracting attention: a process model of Chinese toubu vloggers’ strategies to create online identities and self-brands

Cited by 18 publications

References 26 publications

A systematic literature review on vlog marketing: thematic analysis and future research directions

A systematic literature review on vlog marketing: thematic analysis and future research directions

Popularising Vlogging in China: Bilibili’s Institutional Promotion of Vlogging Culture

Is authenticity key? Mobilization by social media influencers versus celebrities and young people's political participation

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