How VLOG Promotion Content Influences Consumer Attitudes

Lu Jiang ^1,, Kodono Yukio ^2,

Graduate School of Commerce, Kindai University, Higashiosaka City, Osaka, Japan
Faculty of Business Administration, Kindai University, Higashiosaka City, Osaka, Japan

* Corresponding author

DOI: https://doi.org/10.21272/mmi.2024.1-18

Pages: 241-251

Received: 10 January 2024

Revised: 15 March 2024

Accepted: 24 March 2024

Abstract

As Internet technology continues to advance and as various social media platforms proliferate, consumers have gained the ability to distribute video content across a multitude of online channels. A vlog (video blog) is an online video documentary format used by vloggers (video bloggers) to record their daily lives and share their experiences with various products. In recent years, Vloggers who publish vlogs on social media have gained increasing popularity. The use of vlogs to convey product information has received widespread attention, leading an increasing number of companies to consider them part of their marketing mix and actively incorporate them into their marketing strategies. However, it is still unclear which factors influence consumer attitudes while watching vlogs. Therefore, it has become a focus of attention in both academia and the business world to clarify how vlog promotion content influences consumer attitudes and to use vlog promotion to improve consumer attitudes, thereby increasing consumers’ purchase intentions and achieving brand promotion objectives. The purpose of this paper is to empirically investigate the factors that influence consumer attitudes towards vlog promotion content. This article is based on the ABC attitude model theory, and data collected through an online questionnaire survey of Chinese consumers were analysed to statistically verify the relationship between consumers’ purchase intentions and factors related to vlog content. The predictor variables included trust in vlog, vlogger popularity, vlogger personal appeal, understanding of vlogger advertised products, vlog content, and frequency of interaction between vlogger and fans. Path analysis revealed that two intermediate variables related to vlogger (cognition and emotion) had a positive impact, and a model was constructed to further examine their influence on consumer behaviour (dependent variable). The research findings of this study reveal that three key factors significantly influence consumer attitudes towards vlog promotion. These factors encompass the understanding of vlogger’s advertised products, vlog’s content, and the frequency of interaction between vlogger and fans. For future vlog promotions, it is recommended to augment the vlogger’s product knowledge and approachability. To create captivating vlog content, emphasis should be placed on enhancing its entertainment value, establishing personal connections with viewers, and encouraging shareability. Moreover, the vlogger should actively engage with dedicated fans, prioritize valuable fan comments, and foster harmonious relationships. Furthermore, the findings of this study demonstrate the effectiveness of vlog promotion for various brands and services, providing valuable insights into the content of promotional activities for different brands and services. This highlights the strategic significance of vlog promotion and its relevance in guiding promotional strategies.

Keywords: video bloggers; video blogs; social media; advertisements; promotional strategies; consumer attitudes; ABC model.

How to Cite: Jiang, L., & Yukio, K. (2024). How VLOG Promotion Content Influences Consumer Attitudes. Marketing and Management of Innovations, 15(1), 241–251. https://doi.org/10.21272/mmi.2024.1-18

Abstract Views

PDF Downloads

This work is licensed under a Creative Commons Attribution 4.0 International License

References

Fashion, C. (2020). Fashion Cissy-Dyson Experience Day Vlog. [Link]
Janiszewski, C. (1993). Preattentive mere exposure effects. Journal of Consumer Research, 20(3), 376–392. [Google Scholar] [CrossRef]
Jiang, L., & Kodono, Y. (2022). Interrelationships among consumer attitudes toward vlog promotion. Journal of Advanced Computational Intelligence and Intelligent Informatics, 26(4), 542-548. [Google Scholar] [CrossRef]
Kang, J., & Li, Z. (2020). Research on purchase intention of traceable agricultural products based on ABC attitude model. North. Hortic, 450, 149-157. [Google Scholar]
Pan, C. (2019). NIKE AIR rhapsodic space landed in Beijing Sanlitun.Souhu internet. [Link]
Qiu, Y. (2018). Exploring the Current Status of Domestic VLOG: A Case Study of Bilibili. Western Broadcasting & Television, 23, 7. [CrossRef]
Rosenberg, M. J., & Hovland, C. I. (1960) Cognitive, Affective and Behavioral Components of Attitudes. In: Rosenberg, M.J. and Hovland, C.I., Eds., Attitude Organization and Change: An Analysis of Consistency among Attitude Components, Yale University Press, New Haven. [Google Scholar]
Sears, R. R., Peplau, L. A., & Tayliniard, C. A. (1991). Social Psychology: 7th edition. Englewoo. Liff NJ: Prentice-Hall Inc., 188-194. Taylor, S. E., Peplau, L. A., & Sears, O. D. (2000). Social psychology (10th ed.). Upper Saddle River, NJ: Prentice-Hall Inc. [Link]
Thomas, R. J., & Zanniecki, L. (1972). Consumer Behavior. New York: Wiley & Sons.
Weizheng, H. (2021). Analysis of the Prospects of Vlog Advertising Marketing. Journal of Today’s Media, 02, 41-44. [Link]
Xiange, L., Lifan, D., & Chunyun, J. (2019). Brief discussion on the transmission and development of vlog in China. Frontiers in Educational Research, 2(5), 148-153. [Link]
Xing, W. & Zili, W. (2019). Exploring the trends of video blog content production and developmen. Journal of New Media Studies, 1049-52.[Link]
Xinran, L. (2018). OPPO: Discover the beauty of the night integrated promo- tion. Brand star. [Link]
Xu, T. (2018). Late Night Mr. Xu-Apple New Product Launch Vlog! Come with me to experience the new Apple products. Mango TV. [Link]
Yan, , & Mengqi, L. (2018). Characteristics and Governance of VLOG Content. Learning and Practice, 11, 61-67. [CrossRef]
Yaolan, Z. (2022). Current Research Status, Characteristics, and Trends of VLOGs at Home and Abroad.Youth Journalist, 08, 39-41. [Link]
Yue, W. (2019). A Study on Video Blog (VLOG) Marketing Strategies Based on the 4C Theory. Master’s Thesis. Henan University,01. [Link]
Yuhong, &Yue, X. (2019). Analysis of the Domestic Dissemination Characteristics and Influence of VLOGs: A Case Study of Weibo Social Platform. New Media Studies, 3, 1-10. [Link]
Zhang, X. (2018). Characteristics and Development Trends of VLOG: A Persuasion Perspective from Visuals. Youth Journalist, 6, 98-99. [Link]