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This paper aims to explore the recognition and success of different ways of branding native advertising in influencer marketing.

The data are evaluated using statistical tests, correlation and cluster analysis.

It was found that the higher the recognition rate of a post tagged in a particular way, the better the tagging method for influencer marketing on Instagram. Based on the findings of this study, word tag is recommended first because it is flexible and has one of the highest recognition rates.

The generalizability of the results across different regional settings requires further investigation.

Good labeling of native advertising leads to greater success.

This study can be used by marketing managers, advertisers and influencers to gain insight into the issue, as well as to better select the appropriate labeling method for their advertising content.

Este trabajo tiene como objetivo explorar el reconocimiento y el éxito de diferentes formas de branding de publicidad nativa en el marketing de influencers.

Los datos se evalúan mediante pruebas estadísticas, correlación y análisis de conglomerados.

Se encontró que cuanto mayor es la tasa de reconocimiento de un post etiquetado de una manera particular, mejor es el método de etiquetado para el marketing de influencers en Instagram. Basándose en los resultados de este estudio, se recomienda en primer lugar el etiquetado por palabras porque es flexible y tiene una de las tasas de reconocimiento más altas.

Un buen etiquetado de la publicidad nativa conduce a un mayor éxito.

Este estudio puede ser utilizado por directores de marketing, anunciantes e influencers para obtener información sobre el tema, así como para seleccionar mejor el método de etiquetado adecuado para su contenido publicitario.

La generalizabilidad de los resultados en diferentes entornos regionales requiere más investigación.

本文旨在探讨影响者营销中不同方式的品牌原生广告的识别和成功。

使用统计测试、相关性和聚类分析对数据进行评估。

研究发现, 以特定方式标记的帖子的识别率越高, Instagram上影响者营销的标记方式就越好。基于这项研究的结果, 首先推荐单词标签, 因为它很灵活, 而且有最高的识别率之一。

对原生广告进行良好的标注会带来更大的成功。

本研究可供营销经理、广告商和影响者使用, 以深入了解这一问题, 并更好地为其广告内容选择合适的标签方法。

研究结果在不同地区环境中的普适性需要进一步调查。

Applying social learning theory and the source credibility model, this study aims to investigate the impacts of perceived attractiveness, expertise and trustworthiness of YouTube travel vloggers on viewers’ wishful identification and behavioral intention. The study also aims to examine the effects of vlogger gender on viewers’ perception and on their wish to be like the vlogger.

With an online data collection from 402 YouTube travel vlog viewers, a moderated mediation model was tested using multiple linear regression and multivariate nested linear regression.

This study found that physical attractiveness, social attractiveness and credibility of travel vloggers positively affected audience wishful identification, among which credibility had the strongest impact. The effect of the travel vlogger’s social attractiveness on viewer wishful identification was even strengthened when the vlogger and the viewer were of different genders. Wishful identification partially mediated the relationship between vloggers’ attributes and viewers’ behavioral intention. Finally, the finding revealed female vloggers were perceived as more physically attractive than males, whereas male vloggers were assessed as more credible than their female counterparts.

Expanding upon the literature on mass media and social media, this study explains the mechanism of developing intention to imitate the travel vloggers of YouTube viewers. The findings provide tourism and hospitality managers with solution in choosing the most inspirational travel vlogger to influence consumer behavior.

本论文使用社会学习理论和信息可靠性模型来研究YouTube旅游Vlogger感知吸引力、专业知识、和可信赖性对观众的理想化认同和行为意图的影响。本论文还检验Vlogger性别对观众感知和理想化认同的影响。

研究样本数据为402位YouTube旅游vlog观众的在线数据, 采用多重线性回归和多变量镶嵌线性回归来分析调节中介模型。

研究结果表明, 旅游Vlogger的本身吸引力, 社交吸引力, 和可信赖度影响观众的理想化认同, 其中可信赖度占比重最大。旅游Vlogger的社交吸引力对观众的理想化认同影响力加强, 当旅游Vlogger与观众的性别不同时。理想化认同部分调节Vlogger属性与观众行为意图之间的关系。最后, 本论文研究表明, 女性Vlogger比男性Vlogger本身吸引力更大一些, 而男性Vlogger对观众的可信赖程度比女性Vlogger要大一些。

本论文拓展了大众传媒和社交传媒的文献范畴, 解释了YouTube观众如何模仿旅游Vlogger的动机。本论文结果为旅游和酒店管理者们提供了解决方案, 如何选择最有影响力的旅游Vlogger来影响消费者行为。

关键词 旅游vlogger, 、社交媒体, 、影响者营销, 、理想化认同, 、社会学习理论, 、YouTube

文章类型 – 研究型论文