Search results for "endorser credibility"

“Thanks for Watching.” The Effectiveness of YouTube vlogendorsements

2019

This study examines the effectiveness of brand endorsements in vlogs (video blogs) by assessing the role of audience participation, parasocial relationship, and valence toward vlog endorsements on the perceived credibility of the vlogger and brand attitudes. Four experimental conditions were created on Qualtrics based on a YouTube vlog where the endorser reviewed a few products. The data were collected using Mturk and analyzed with 203 usable responses. The findings indicate that audience participation in the vlog enhances para-social relationship with the vlogger, thus further fostering the vlogger's perceived credibility as an endorser. Additionally, the valence of the audience's attitude…