The Effect of Sponsorship Disclosure in YouTube Product Reviews

Pfeuffer, Alexander; Lu, Xinyu; Zhang, Yiran; Huh, Jisu

doi:10.1080/10641734.2020.1859023

Cited by 24 publications

(5 citation statements)

References 49 publications

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“…Although where commercial links did exist, vloggers made a point about being transparent, for example, being in receipt of free samples. This is often perceived as acceptable compared to direct payments (Pfeuffer et al, 2020).…”

Section: Communicating Menstrual Cup Use On Youtubementioning

confidence: 99%

Communicating knowledge and embodied experiences of personal menstrual cup use through YouTube

Sillence

Mckellar

2023

QHC

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Background: Despite being a normal part of life for many, menstruation is often stigmatized resulting in reduced knowledge of reusable products such as menstrual cups. YouTube videos can raise awareness of menstrual cups and challenge stigma, but little is known about the content creators or what content is communicated in the videos. Aim: Firstly, to examine vlogger characteristics and the content of videos sharing personal experiences of cup use. Secondly, to evaluate the potential of these videos as a way of communicating about menstrual health. Methods: A content analysis of the 100 most popular menstrual cup videos on YouTube followed by a qualitative thematic analysis of 50 videos containing personal experiences. Results: The content of the videos was captured in four themes: embodied knowledge; technology enabled intimacies; persuasive narratives and a collective sense of community. Discussion: Vloggers communicated knowledge and embodied experiences of personal cup use. This represents a step towards destigmatizing menstruation and menstruants’ bodies, but issues around the complexities of vloggers’ motivations and the situatedness of vloggers remain. Conclusions: Given the paucity of information on menstruation and reusable menstrual products, YouTube videos provide a potentially valuable resource for health communication and education especially for younger menstruants.

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Section: Communicating Menstrual Cup Use On Youtubementioning

confidence: 99%

Communicating knowledge and embodied experiences of personal menstrual cup use through YouTube

Sillence

Mckellar

2023

QHC

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“…One of the social media platforms that consumers can access for product reviews is YouTube, as articulated by YouTube influen-cers known as "YouTubers." Studies have investigated that online YouTube product reviews are significant for consumer decision-making [26].…”

Section: Social Commerce and Youtube Productmentioning

confidence: 99%

“…Therefore, performing sales through YouTube product reviews could be effective for marketing purposes. Past studies have found that product reviews on YouTube are presented either through sponsorship or personal experience [26]. YouTubers who present reviews on their YouTube channels connect to the referrals (i.e., products, brands, and companies) by adding a link in the video description, leading viewers to make external purchases [28].…”

Section: Social Commerce and Youtube Productmentioning

confidence: 99%

“…YouTube has recently introduced a new feature that allows product tagging, which enables content creators to tag the product reviewed in the video [6]. Thus, the prominent role of YouTube product reviews in the social commerce environment was investigated from consumer behaviors to comprehend the consumer decision-making journey in an online environment [26].…”

Section: Social Commerce and Youtube Productmentioning

confidence: 99%

“…Therefore, each element contained in a YouTube review can affect consumer trust. In product reviews, YouTubers perform their personal experience using the product or act as third parties collaborating with brands [5,26].…”

Section: Trust In Youtube Productmentioning

confidence: 99%

See 2 more Smart Citations

Understanding How Product Reviews on YouTube Affect Consumers’ Purchase Behaviors in Indonesia: An Exploration Using the Stimulus-Organism-Response Paradigm

Huang

Chen

et al. 2022

Human Behavior and Emerging Technologies

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Product reviews on YouTube have become highly beneficial to consumers’ decision-making, as they can help consumers judge and experience products before making purchases. Consequently, scholars and managers must understand consumer behaviors regarding product reviews and identify factors influencing consumers’ purchasing decisions. A novel contribution of the study is the introduction of a model based on the stimulus-organism-response paradigm that explains how sensory marketing and information adoption affect parasocial interaction, trust (cognitive and affective), and information usefulness that are correlated with consumers’ responses to stickiness, adoption, and purchase intentions. To empirically evaluate the proposed research model, we conducted an online survey of 611 participants who had purchased products based on YouTube product reviews. We performed data analysis using structural equation modelling and Smart-PLS software, and the results indicated that all hypotheses were supported except for parasocial interaction and information usefulness, which were rejected. This study could provide insights into the antecedents and consequences of purchase intentions in light of YouTube product reviews, thus contributing knowledge of online consumer behaviors to help managers understand consumer behaviors regarding social media and formulate marketing strategies.

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Product Endorsement by Opinion Leaders: The Case of YouTube Community

Weinlich

Semerádová

2022

Contributions to Management Science

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The Effect of Sponsorship Disclosure in YouTube Product Reviews

Cited by 24 publications

References 49 publications

Communicating knowledge and embodied experiences of personal menstrual cup use through YouTube

Communicating knowledge and embodied experiences of personal menstrual cup use through YouTube

Understanding How Product Reviews on YouTube Affect Consumers’ Purchase Behaviors in Indonesia: An Exploration Using the Stimulus-Organism-Response Paradigm

Product Endorsement by Opinion Leaders: The Case of YouTube Community

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