Endorsement Effectiveness in YouTube Vlogs

摘要

This study examines the effectiveness of brand endorsements in vlogs by assessing the role of audience participation, parasocial interaction, and valence towards vlog endorsements on the perceived credibility of the vlogger and brand attitudes. Four experimental conditions were created based on a YouTube vlog where the endorser reviewed a few products. The results add to current knowledge by confirming that vlog endorsements are effective in advancing positive brand attitudes. The findings show that audience participation improves the effectiveness of the brand endorsement. Time spent and actions that were taken while watching the video were found to increase the vlogger's perceived credibility as an endorser. Participation also enhances parasocial interaction with the vlogger, and thus, further fosters perceived credibility. In addition, the valence of audience's attitudes towards vlog endorsements was found to moderate the participation-parasocial relationship. References are available on request.