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This study investigates how Danmu (danmaku) technological features (DTFs) of recommendation vlogs (rec-vlogs) impact consumer experiences and decisions.

The authors adopt the partial least squares structural equation modeling (PLS-SEM) technique with a sample of 422 viewers of Danmu-enabled rec-vlogs to examine the proposed model.

The DTFs positively affect consumer loyalty intentions through the mediation of social presence and immersion. Also, vlogger-product congruency significantly moderates the relationship between social presence and immersion.

With the increasing popularity of vlogs, retailers have adopted the vlog as a new marketing channel to connect with consumers. Although a growing body of studies focuses on this phenomenon, little is known about how DTFs help to increase consumer loyalty toward using rec-vlogs as product information sources. Anchored on the stimulus–organism–response framework, this study investigates how pseudo-synchronicity, Danmu-content congruency and parallelism, three DTFs used in rec-vlogs, impact consumer experiences of social presence and immersion, eventually influence the consumers' loyalty intentions toward rec-vlogs. The authors also examine whether the effect of social presence on immersion is contingent on vlogger-product congruency. These findings have implications for both researchers and practitioners to understand the effect of DTFs in the context of rec-vlogs.

The 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.

The 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.

The 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.

There 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.