The Influence of Global Vloggers' Persuasive Intent on Consumers' Responses in China

초록

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.

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