影响关注者对YouTube网红视频中嵌入的广告内容的态度和行为意向的因素

Q2 Business, Management and Accounting

Journal of Promotion Management Pub Date : 2022-05-12 DOI:10.1080/10496491.2022.2060414

Eunyoung Kim, Yeojin Kim

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引用次数: 10

摘要

摘要本研究旨在探讨影响YouTube粉丝购买网红发布的YouTube视频中提及的产品的前因。在回顾了社交媒体网红营销的概念和说服性知识模型的理论框架后，我们进行了一项在线调查。结果证实，关注者对YouTube网红和平台贡献的各种评价以及他们的说服知识影响了他们对YouTube网红发布的说服内容的态度和行为意愿。来源吸引力、可信度、视频质量评价、付费代言意识和广告认可度对关注者的态度和意图有影响。此外，该模型还证实了态度在前件与购买意愿之间的中介作用。在讨论和结论中提出了理论和实践意义。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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Factors Affecting the Attitudes and Behavioral Intentions of Followers toward Advertising Content Embedded within YouTube Influencers' Videos

Abstract This study seeks which antecedents affect YouTube followers’ intention to purchase products mentioned in YouTube videos posted by the influencers. We conducted an online survey after reviewing the concept of social media influencer marketing and the theoretical framework of the persuasive knowledge model. The results confirmed that followers’ various evaluations on contributions of YouTube influencers and the platform and their persuasive knowledge affect their attitudes and the behavioral intention on the persuasive content posted by YouTube influencers. Source attractiveness, trustworthiness, evaluation of video qualities, awareness of paid endorsement, and advertising recognition were influential to the attitudes and intentions of the followers. In addition, the suggested model confirmed the mediating effect of attitudes among antecedents and purchase intention. Theoretical and practical implications are presented in the discussion and conclusion.

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来源期刊

Journal of Promotion Management Business, Management and Accounting-Marketing

CiteScore

6.10

自引率

0.00%

发文量

期刊介绍： The Journal of Promotion Management will keep you up-to-date on applied research and planning in promotion management. It is designed for practitioners in advertising, public relations, and personal selling, as well as academicians, researchers, and teachers in these areas. Every year, businesses in the United States budget approximately two-thirds of all marketing money into consumer and trade promotions designed to push products through the distribution chain. Any successful brand marketing plan relies on promotion, whether to stimulate immediate sales or ensure continued commerce.