| Status | 已發表Published |
| How video bloggers (Vlogger) affect parasocial interaction and brand | |
Liu, T. C.  ; Lam, I ; Liu, Y.; Tseng, T.
| |
| 2018-07-01 | |
| Source Publication | Proceedings of the 2018 Global Marketing Conference
 |
| Abstract | Social media continues to grow and presents in our everyday lives. Consumers can even know about celebrities’ personal lives and hear directly from celebrities through social media, such as Facebook and Instagram. Chung and Cho (2017) point out that social media provides a platform for a more open, close and frequent interaction between consumers and celebrities. According to Lee and Watkins (2016), by using social media, consumers can easily and quickly access user generated content which includes product information and reviews. People create video blog (vlog) and some have attracted a large number of followers, video bloggers (vloggers) upload videos about their personal life or reviews of product they use, therefore increasing browsing traffic from followers and other viewers. As a result, vloggers become vlog celebrities or key opinion leaders on social media nowadays. According to Horton and Wohl (1956), parasocial interaction (PSI) explains the relationship between media persona and media user, and it is referred to a media user’s reaction to a media persona, in a way that the media persona is perceived as an intimate conversational partner by the media user. The media persona may be considered by his/her audience as a friend, counselor, comforter and model, and PSI is considered as a “friendship” with a media persona (Perse & Rubin, 1989). As this “friendship” continues to grow, the media user will gradually treat the media persona as a trustworthy friend and rely on their suggestions as a trusted source of information (Rubin et al., 1985). According to Stever and Lawson (2013), PSI is an appropriate theoretical framework for studying the one-sided relationship between celebrities and fans; so the same argument can be extended to vlogger as suggested by Lee and Watkins (2016). As there is limited studies investigating the link between vlogger and marketing results in the literature, and researches examining the relationships between PSI and perceived brand quality, brand affect as well as brand preference are rare and lack empirical support, therefore, some research gaps need to be bridged. This study develops an integrated model according to the literature review. It is expected to help marketers to understand the influence of vlogger, and to develop efficient social media marketing tactics and branding strategies by using PSI as a brand management tool. |
| Keyword | vlogger parasocial interaction PSI brand |
| URL | View the original |
| Language | 英語English |
| The Source to Article | PB_Publication |
| PUB ID | 37002 |
| Document Type | Conference paper |
| Collection | CENTRE FOR CONTINUING EDUCATION |
| Corresponding Author | Liu, T. C. |
| Recommended Citation GB/T 7714 | Liu, T. C.,Lam, I,Liu, Y.,et al. How video bloggers (Vlogger) affect parasocial interaction and brand[C], 2018. |
| APA | Liu, T. C.., Lam, I., Liu, Y.., & Tseng, T. (2018). How video bloggers (Vlogger) affect parasocial interaction and brand. Proceedings of the 2018 Global Marketing Conference. |
| Files in This Item: | There are no files associated with this item. | |||||
Items in the repository are protected by copyright, with all rights reserved, unless otherwise indicated.
Edit Comment