Vlog and brand evaluations: the influence of parasocial interaction

Purpose The purpose of this paper is to investigate the marketing results of video blogging (vlogging). In particular, the authors are interested in understanding which video bloggers (vloggers) can better help marketers develop their brand image, which vlog viewers tend to evaluate vlogger-endorsed...

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Bibliographic Details
Published in:Asia Pacific journal of marketing and logistics 2019-03, Vol.31 (2), p.419-436
Main Authors: Liu, Matthew Tingchi, Liu, Yongdan, Zhang, Lida L
Format: Article
Language:English
Subjects:
Audiences
Brand preferences
Celebrities
Luxuries
Marketing
Product reviews
Purchase intention
Quality
Social interaction
Social networks
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