关于视频博客营销的系统文献综述：主题分析和未来研究方向

IF 3.9 4区管理学 Q2 BUSINESS

Asia Pacific Journal of Marketing and Logistics Pub Date : 2024-01-12 DOI:10.1108/apjml-10-2023-0994

Peilin Zhang, Najmul Hasan, Raymond Chiong, Chih-Wei (Fred) Chao

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引用次数: 0

摘要

目的本研究旨在对 vlog 营销进行系统的文献综述 (SLR)。作者查阅了截至 2023 年 7 月底从数字数据库 Scopus 和 Web of Science 中检索到的标题、关键词和摘要中包含搜索词 "vlog "或 "视频博客 "的 49 篇同行评议出版物。研究结果作者发现了 19 个子主题，并从文献中确定了四大主题：(1) 背书结果；(2) vlogger 特性；(3) 消费者可信度；(4) vlog 内容制作。本研究确定了未来研究的潜在途径，这些途径可能会为现有的知识体系做出贡献，并为 vlog 营销提供有价值的见解。

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A systematic literature review on vlog marketing: thematic analysis and future research directions

PurposeThe aim of this study was to conduct a systematic literature review (SLR) on vlog marketing. The focus was to analyse the major themes in this field and provide insights for future research directions.Design/methodology/approachThe authors reviewed a total of 49 peer-reviewed publications that include the search terms “vlog” or “video blog” in their titles, keywords and abstracts, retrieved from digital databases Scopus and Web of Science, up to the end of July 2023. Thematic analysis was used to examine and synthesise the articles.FindingsThe authors found 19 sub-themes and identified four major themes that emerged from the literature: (1) endorsement outcomes, (2) vlogger characteristics, (3) consumer credibility and (4) vlog content crafting.Originality/valueThere are many unanswered questions in the literature, suggesting that vlog marketing research is still in its infancy, and that in-depth further studies are required for a more comprehensive understanding of the field. This study has identified potential avenues for future research that may contribute to the existing body of knowledge and valuable insights on vlog marketing.

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来源期刊

Asia Pacific Journal of Marketing and Logistics BUSINESS-

CiteScore

7.90

自引率

18.90%

发文量

期刊介绍： The Asia Pacific Journal of Marketing and Logistics (APJML) provides a unique focus on marketing and logistics in the Asia Pacific region. It publishes research which focus on marketing and logistics problems, new procedures and practical approaches, systematic and critical reviews of changes in marketing and logistics and cross-national and cross-cultural comparisons of theory into practice. APJML is to publish articles including empirical research, conceptual papers, in-depth literature review and testing of alternative methodologies and theories that have significant contributions to the knowledge of marketing and logistics in the Asia Pacific region. The journal strives to bridge the gap between academia and practice, hence it also publishes viewpoints from practitioners, case studies and research notes of emerging trends. Book reviews of cutting edge topics are also welcome. Readers will benefit from reports on the latest findings, new initiatives and cutting edge methodologies. Readers outside the region will have a greater understanding of the cultural orientation of business in the Asia Pacific and will be kept up to date with new insights of upcoming trends. The journal recognizes the dynamic impact of Asian Pacific marketing and logistics to the international arena. An in-depth understanding of the latest trends and developments in Asia Pacific region is imperative for firms and organizations to arm themselves with competitive advantages in the 21st century. APJML includes, but is not restricted to: -Marketing strategy -Relationship marketing -Cross-cultural issues -Consumer markets and buying behaviour -Managing marketing channels -Logistics specialists -Branding issues in Asia Pacific markets -Segmentation -Marketing theory -New product development -Marketing research -Integrated marketing communications -Legal and public policy -Cross national and cross cultural studies