Signalling Effects of Vlogger Popularity on Online Consumers

Hill, Sally Rao; Troshani, Indrit; Chandrasekar, Dezri

doi:10.1080/08874417.2017.1400929

Cited by 55 publications

(55 citation statements)

References 60 publications

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“…According to M1, it was found that attractiveness did not have an effect on travel intention, whereas trustworthiness and expertise had an effect directly on travel intention. The studies in the relevant literature, on the other hand, found that each of the dimensions of source credibility positively impacted purchase intention, which is a behavioral intention (Hill et al, 2017;Muralidharan and Xue, 2014;Pornpitakpan, 2004;Wang and Scheinbaum, 2017). This result is important in that it is different from the results of some of the studies in the literature.…”

Section: Theoretical Contributionmentioning

confidence: 99%

The impact of the source credibility of Instagram influencers on travel intention: The mediating role of parasocial interaction

Yilmazdoğan

Doğan

Altıntaş

2021

Journal of Vacation Marketing

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The primary objective of this study is to determine the impact of the sub-dimensions of source credibility (attractiveness, trustworthiness and expertise), and its secondary objective is to investigate the mediating role of parasocial interaction the effect of the sub-dimensions of source credibility on travel intention. The study was conducted with data obtained from 379 participants and the response rate was found to be 88%. The validity and credibility of the constructs were tested through confirmatory factor analysis, while its hypotheses were tested using path analysis. It was found, as a result of the study, that the trustworthiness and expertise sub-dimensions of source credibility significantly impacted travel intention and played a significant mediating role between the trustworthiness and expertise sub-dimensions of parasocial interaction and travel intention. It is thought that the mediating role of parasocial interaction, which was not previously available in the literature, will make an important contribution to the researchers working on tourism-related marketing research in understanding the travel intention.

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Section: Theoretical Contributionmentioning

confidence: 99%

The impact of the source credibility of Instagram influencers on travel intention: The mediating role of parasocial interaction

Yilmazdoğan

Doğan

Altıntaş

2021

Journal of Vacation Marketing

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“…Research shows that, similar to traditional media such as television, "vlogs" (i.e., video weblogs) by social media influencers are a popular platform for advertisers to target young audiences with food marketing (Tan et al, 2018;Folkvord et al, 2019). This influencer marketing technique involves the promotion and selling of products or services through social media personalities ("influencers") who have the capacity to affect the character of a brand (Hill et al, 2020). As is the case with food marketing in more traditional media, social media influencers predominantly promote drinks and foods that are high in sugar, fat, and salt (Coates et al, 2019;Folkvord et al, 2019).…”

Section: Introductionmentioning

confidence: 99%

The Impact of Social Media Influencers on Children’s Dietary Behaviors

et al. 2020

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Over the past years vlogs rapidly have become an attractive platform for food industries, sponsoring social media influencers to promote their products. As with more traditional media, social media influencers predominantly promote unhealthy drinks and foods that are high in sugar, fat, and salt-consumption of which may increase the risk of overweight, obesity, and non-communicable diseases. The aim of the current Brief Research Report is to examine the impact of vlogs on children's unhealthy dietary behaviors. Drawing on longitudinal survey data from 453 8-to 12-year-old children, we analyzed the longitudinal relations between children's frequency of watching vlogs and their consumption of unhealthy beverages and snacks. Structural path modeling analyses of three waves of data with 1-year intervals showed that children's self-reported frequency of watching vlogs influenced consumption of unhealthy beverages 2 years later. The analyses did not yield significant relations for Unhealthy Snacks Consumption. The strength of the observed longitudinal relation between children's Frequency of Watching Vlogs and Consumption of unhealthy beverages was comparable to previous findings regarding more traditional types of food marketing.

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“…In their study, Ananda & Wandebori (2016) found that the perceived credibility of vloggers positively predicted consumers' positive attitude and purchase intention. For instance, Djafarova & Rusworth (2017) and Hill et al (2017) investigated in their studies that both YouTube vloggers and traditional celebrities have an almost equal influence on the purchase intention of consumers; however, consumers perceive YouTube vloggers more credible than celebrities. Thus for checking the mediation role of perceived source credibility in influencing the purchase intention of consumers, the following hypotheses were formulated:…”

Section: H4: Youtube Vloggers Are Perceived As Attractivementioning

confidence: 99%

“…Purchase intentions of consumer construct items were adapted from Taylor & Baker (1994), Coyle & Thorson (2001), and Hill et al (2017). It was measured using a 5 items scale.…”

Section: Purchase Intentionmentioning

confidence: 99%

Do YouTube Vlogs influence Purchase Intention? The Mediation Role of Perceived Source Credibility

Mittal

Kaur

2020

RIJBR

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The purpose of this paper is to explore the influence of YouTube Vlogs on consumers' purchase intention with the mediating role of perceived source credibility and previous experience of consumers in using the product as a moderator. Research data were obtained through questionnaires by the method of convenience sampling, distributed among Indian females who often use YouTube for watching videos. The study was conducted in Punjab and Chandigarh Tricity. A total of 200 questionnaires were distributed through the social networks from which 170 responses were obtained. While analyzing the data, 20 questionnaires got discarded because of missing and invalid responses. Therefore, a total of 150 questionnaires were analyzed for results. The technique of regression analysis and Model 5 of PROCESS version 3.4 for IBM SPSS with bootstrap 5000 was used to analyse the data. The research found that YouTube vlogs have a significant effect on influencing consumers' purchase intention. YouTube vloggers were perceived as trustworthy, expert, and attractive by consumers. However, the relationship between YouTube vlogs and purchase intention was not mediated by the trustworthiness, expertise, and attractiveness of vloggers. Consumers' previous experience in using the product has a significant effect on the purchase intention but as a moderator, it does not affect YouTube vlogs and purchase intention. The results of this study suggest that marketers can utilize online advertising and YouTube vlogs for their business Brands can collaborate with YouTube vloggers because most of the females watch their reviews before buying the products.

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Signalling Effects of Vlogger Popularity on Online Consumers

Cited by 55 publications

References 60 publications

The impact of the source credibility of Instagram influencers on travel intention: The mediating role of parasocial interaction

The impact of the source credibility of Instagram influencers on travel intention: The mediating role of parasocial interaction

The Impact of Social Media Influencers on Children’s Dietary Behaviors

Do YouTube Vlogs influence Purchase Intention? The Mediation Role of Perceived Source Credibility

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