“Unintended” marketing through influencer vlogs: impacts of interactions, parasocial relationships and perceived influencer credibility on purchase behaviors

Purpose

Influencers’ vlogs have the potential to impact consumer behaviors through vlog-embedded corporate sponsorship and brand collaborations. However, even without brand involvement, vlogs can also “unintentionally” benefit influencers as a relationship-building tool. This study is designed to investigate the relationship between vlog-viewing and audiences’ purchase behaviors of influencer-recommended products through the impacts of influencer–follower interactions, perceived influencer credibility and parasocial relationships.

Design/methodology/approach

An influencer-disseminated online survey was conducted in collaboration with a YouTube celebrity among N = 948 of her 72.6 K subscribers. Statistical analysis was performed through structural equation modeling (SEM) on SPSS Amos.

Findings

SEM results indicated that the extent to which participants liked the vlogs had both a direct impact on their purchase behaviors and secondary impact through social media engagement, parasocial relationships and perceived influencer credibility.

Originality/value

The study expands current research and understanding of influencer marketing. Brands and social media content creators are advised to rethink vlogs as a creative genre for long-term brand–influencer collaborations and implicit social media endorsements.