Earticle

초록

영어

Recently, vlog is gaining attention as a marketing tool for marketers. In China, the commercial influence of global vloggers has been increasing, attracting the attention of scholars and practitioners. What factors should global influencers and global companies consider when utilizing 'vlog marketing' in China? To answer this, this study conducted a 2 (Vlogger’s persuasive intention: low/high) × 2 (Brand familiarity: low/high) betweensubject experimental design. The results showed that the persuasive intention of vloggers did not affect Chinese consumers' perception of the vlogger's expertise. However, when the persuasive intention was high, it had a more negative impact on consumers' perceptions of the vlogger's credibility, likability, brand attitude, and purchase intentions, compared to when the persuasive intention was low. Second, no interaction effect between the vlogger's persuasive intention and brand familiarity was found. Interestingly, it was observed that consumers rated the vlogger’s credibility and likability more positively when brand familiarity was low than when it was high. The study is different from previous studies because it investigated the effect of global vloggers using persuasion knowledge and brand familiarity.

목차

Abstract
1. INTRODUCTION
2. EXPERIMENTS
Procedures
Pretest 2
Stimulus Development
Measurement and analysis methods of variables
3. RESULTS
Subject Demographics
Manipulation Check
4.DISCUSSION
5.CONCLUSION
Acknowledgement
References

키워드

저자

• Hyuksoo Kim [ Division of Media & Communication Hankuk University of Foreign Studies ]
• Chen Chen [ Digital Publishing Co.,Ltd Guangdong Provincial Publishing Group ]
• Jungsun Ahn [ Department of Advertising & PR Hongik University ] Corresponding Author

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  International Journal of Internet, Broadcasting and Communication

• 간기

  계간

• pISSN

  2288-4920

• eISSN

  2288-4939

• 수록기간

  2009~2025

• 십진분류

  KDC 326 DDC 380