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The purpose of this study has three primary aims. The first is to examine the amount of time children spend per week on viewing vlogs. Second, the authors explored children’s awareness and understanding of the brand or product placement in vlogs. Finally, the authors explored children’s self-perceived susceptibility to the potential persuasive effects of these vlogs.

Self-reported measurements were assessed among children (N = 127, 10-13 years of age).

Results indicate that the majority of children frequently view vlogs and that their degree of bonding with the vlogger predicted the time spend on viewing vlogs. Children recalled products and brands that were shown in vlogs, which were mostly food and beverages and considered themselves and others affected by endorsements in vlogs.

Only cross-sectional data were collected; these data cannot be used to analyze behavior over a period of time or draw causal inferences.

Considering the popularity of vlogs among young people, it is important to acquire more insight into the frequency and amount of time children spend on viewing vlogs and children’s processing of persuasive messages in vlogs. This may lead to a better understanding of underlying processes and prediction of the outcomes of advertising through this form of media content. Current findings raise further questions about the persuasive content of vlogs.

Because of the popularity of online (social media) channels among youth, companies dedicate a significant proportion of their marketing budget on online influencer marketing. Therefore, it is important to acquire insight into children’s processing of online persuasive messages. To the authors’ knowledge, there is no empirical research on children’s potential bonding with popular vloggers and their awareness and understanding of the brand or product placement in vlogs.

The purpose of this study is to examine the role of interaction-based features of social media reviewing channels and vloggers’ self-disclosure in consumers’ parasocial interaction with vloggers.

The study was conducted using an online survey, and data was collected using Amazon MTurk. The respondents were asked to think of an online reviewing channel that they watch regularly and subsequently responded to a series of questions. The analysis was conducted using structural equation modeling via AMOS.

Both channel interactivity and vloggers’ self-disclosure displayed a positive impact on consumers’ parasocial interaction with vloggers, which eventually led to perceived trustworthiness, brand identification, communal–brand connection with the channel, purchase intention toward the recommended products and willingness to pay a premium price for extra services.

Future research can examine the robustness of the findings by using a sample of internet users who are similar in terms of frequency, enthusiasm and duration of active usage.

Marketing managers can benefit from the findings of this study by understanding the dynamics of how influencers shape consumer perception and behavior. Owners of reviewing channels can gain insight on how to strengthen their bond with their viewers.

This study extends the commitment-trust theory from the perspective of relationship marketing and explores its effect on purchase intention under the moderation of trust by investigating vloggers' relationship marketing in the context of social media.

The study employs a survey investigation with online questionnaires in China, and the hypotheses were tested using multiple regression analyses, with 319 valid consumer responses.

The findings reveal that the extended commitment-trust theory is applicable in the context of social media. Perceived relationship commitment, expertise, physical attractiveness, social attractiveness and self-disclosure play a significant role in predicting purchase intention. Relationship commitment proves to be a mediator between the antecedents and purchase intention. Trust shows a moderating effect on the antecedents and relationship commitment.

The study provides evidence of the importance of the above-mentioned antecedents in influencing viewers' relationship commitment to vloggers in the context of social media. The results contribute to the development of the commitment-trust theory and an understanding of the theory's underlying mechanisms. The result also provides further evidence of the effect of trust on relationship commitment.

The purpose of this paper is to investigate the marketing results of video blogging (vlogging). In particular, the authors are interested in understanding which video bloggers (vloggers) can better help marketers develop their brand image, which vlog viewers tend to evaluate vlogger-endorsed brands more positively, and how these effects occur.

A questionnaire survey was conducted with a convenience sample online. A total of 401 valid responses were collected. Regression analyses and bootstrapping were used to test the hypotheses.

The authors found that vloggers’ physical and social attractiveness and the audience’s viewing motives (entertainment motive and relationship-building motive) and behavior (time spent on the media) increased the audience’s evaluations of the brands endorsed by the vloggers (perceived brand quality, brand affect and brand preference). The authors also found that these relationships were mediated by the parasocial interaction (PSI) between the vloggers and the audience.

The findings of this study suggest that marketers can develop relationships with consumers and enhance their brand evaluations via vloggers. This strategy is more effective when brand managers use more attractive vloggers and target viewers who spend a lot of time on vlogs seeking entertainment or hoping to build relationships.

This study contributes to the literature by showing that vlogging can affect brand evaluations through the development of PSI between vloggers and viewers. The authors extended the focus of vlog marketing research from consumers’ watching and sharing behaviors and their perception of vloggers to brand evaluations, from vloggers’ characteristics to viewers’ characteristics and from the Western to the Eastern context.

The purpose of this paper is to use the stimulus-organism-response (S-O-R) paradigm to understand how the source characteristics of the local and foreign food vloggers impact perceptions associated with the consumption setting of food vlogs (FVs), that is, experiential value and authentic value, cultivate the experiences of parasocial interaction (PSI) and how they are channelized into behavioral and attitudinal dispositions of food tourists.

Following a survey research design, a sample of 418 participants with an interest in food-related touristic journeys was analyzed. Both Pakistani and foreign FVs about Peshawar, a historic city situated on the ancient silk route, were selected for a common reference point.

The reception of Pakistani and foreign food vloggers differed significantly, implying that source characteristics, especially perceived similarity with the food vlogger, are an essential factor in the case of FVs. FVs’ authentic and experiential values significantly nurtured the experiences of PSI and positively influenced viewers’ evaluation of vlogs. The experiences of PSI cultivated visit intentions towards a destination. However, their relationship with the destination’s food image was not significantly related. The favorable reception of FVs was positively associated with the destination’s food image and visit intentions.

The findings provide tourism and hospitality managers with suggestions on how to appreciate and incorporate the marketability of FVs into their destination marketing campaigns.

This study opens up new avenues of scholarly debate by comparing the local and foreign food vloggers’ source effectiveness in cultivating PSI experiences and resultant attitudinal and behavioral changes. This study adds to the emergent research stream of understanding the food vlogger–viewer relationship through the S-O-R framework.

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

Innovative modern technologies are utilised in the hospitality and tourist industry to attract prospective consumers. Travel vlogs have emerged as a type of visual travel blog which includes information regarding tourist destinations, accommodation, cuisine, touristic activities, mode of accessibility, etc. The current study aims to investigate the influence of vlogger credibility on triggering the tourist intention to visit an eco-tourism destination.

The present study is a quantitative study, and it was conducted by surveying 218 respondents. A structured, close-ended and self-administrated questionnaire was used to collect data from the respondents.

The findings indicated that vlogger trustworthiness, expertise and attractiveness significantly impact Bangladeshi tourists' intention towards visiting an eco-tourist destination.

The present study has several theoretical and practical contributions. Theoretically, the research framework illustrated how the vloggers' trustworthiness, expertise and attractiveness on Bangladeshi tourists' visit intention to eco-tourist destinations. Practically, tourism industry practitioners, particularly destination marketers, will get benefit from the present study.

Despite entrepreneurial linguistic style gaining increased attention in entrepreneurship studies, the field for digital vlogger entrepreneurs still lacks a comprehensive understanding of how linguistic patterns enhance audiences attitude and behaviour. This study aims to propose a conceptual model of “language-mental imagery-attitude-behaviour model” that leads to the examination of rich sensory language style of food travel vlogger entrepreneurs and its persuasive effect on audiences' attitude and behavioural intention.

The present study utilises a stimulus-based survey method that involves a sensory-rich vlog script extracted from a high social media engagement authentic vlog. Data are collected through an online questionnaire distributed to a sample of 355 participants via the Amazon Turk mechanism. The study employs confirmatory factor analysis and structural equation modelling to test the proposed hypotheses, with the aim of contributing to the advancement of theories of embodied cognition in entrepreneurial language by examining the attitudes and behaviours of audiences exposed to sensory-rich language. The findings of this research provide valuable insights into the effects of sensory-rich language on audience responses and can inform future research on the role of embodied cognition in entrepreneurial communication.

The findings demonstrate that vlogger entrepreneurial sensory-rich linguistic communication style positively influence audiences' attitude, behavioural involvement with food and intention to taste. Visit intention will be enhanced via the mediating effects of attitude, behavioural involvement with food and intention to taste.

This research highlights the significance of sensory-rich language for vlogger entrepreneurs in entrepreneurial communication, digital storytelling and for destination marketing enterprises in creating a digital sensory engagement marketing strategy.

The study contributes to the literature by elucidating the theories of embodied cognition in entrepreneurial communication. By examining the relationships between vlogger communication evoked mental imagery, audiences attitude and behaviours, this study provides novel insights into the effectiveness of sensory-rich language in vlogger entrepreneurial communication and its impact on audience engagement. These findings have important implications for communication scholars and practitioners alike, shedding light on the role of embodied cognition in entrepreneurial language and the potential of sensory-rich language to enhance audience engagement.

Vloggers (video bloggers) have emerged as a new phenomenon in social media marketing, especially in the hotel industry, where user-generated reviews can strongly influence purchase decisions. Therefore, this paper aims to build an electronic word-of-mouth (eWOM) adoption model (EAM) that incorporates source evaluation attributes (information quality, major influence and source credibility), trust in eWOM and eWOM intention (EWOMI) and booking intention and investigate the moderation of negative reviews from vloggers on relationships in the EAM.

This paper conducted two studies (n_s1 = 446, n_s2 = 374). The data were collected through an online and face-to-face survey with an experimental design. This paper conducted covariance-based structural equation model to examine main effects and applied a multiple-group analysis to test the moderating effect of vlogger reviews.

Three attributes of source evaluation are important predictors of trust in eWOM, which positively impact eWOM and booking intention. EWOMI also positively affects booking intention. Moreover, the negative review of vloggers can lower the effects of information quality on trust and of trust on EWOMI in Study 1 and on hotel booking intention in Study 2.

This study builds the EAM model for the hospitality context and provides novel insights into the moderating effects of vloggers’ negative reviews on the relationships in the EAM.

Vlogger（视频博主）已成为社交媒体营销中的一种新现象, 尤其是在酒店行业, 用户生成的评论可以强烈影响购买决策。 因此, 本文旨在建立一个电子口碑 (eWOM) 采用意向模型（EAM）, 该模型包含来源评估属性（信息质量、主要影响力和来源可信度）、对电子口碑的信任、eWOM intention (EWOMI) 和预订意愿, 以及 (2) 调查视频博主对 EAM 中关系的负面评论的调节。

当前的研究进行了两项研究（n_s1 = 446, n_s2 = 374）。 数据是通过带有实验设计的在线和面对面调查收集的。 本文使用 CB-SEM 来检查主要效果, 并应用多组分析来测试 vlogger 评论的调节效果。

来源评估的三个属性是网络口碑信任度的重要预测指标, 对网络口碑和预订意愿产生积极影响。 EWOMI 也对预订意愿产生积极影响。 此外, vlogger 的负面评论可以降低信息质量对信任的影响, 以及信任对研究 1 中的 EWOMI 和研究 2 中的酒店预订意愿的影响。

这项研究为酒店环境建立了 EAM 模型, 并提供了关于视频博主负面评论对 EAM 中关系的调节作用的新颖见解。

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.