A Research on the Negative Attitude of Bilibili Users to the Product Placement in Videos of Content Creators

As a social media popular in Chinese young people, Bilibili's average daily active users in China has reached 51 million. However, Bilibili users often express their negative attitude towards product placement in videos of content creators, which may cause number of followers to drop for content creators and lead expected marketing effect to be unattainable for brand marketers. Therefore, the main purpose of the study is to investigate the reasons why users of Bilibili have negative attitudes towards the product placement in videos by content creators and propose three potential factors—content authenticity, content congruity and product involvement, which can influence Bilibili users’ negative attitude towards product placement. After sending questionnaires to Bilibili users and doing data analysis, the study gets the results that content authenticity, content congruity and product placement are all negatively correlated with Bilibili users’ negative attitude towards product placement, and product involvement is positively correlated with content authenticity and content congruity. This gives practical implications for both Bilibili content creators and brand marketers who want to seek Bilibili content creators for commercial cooperation.