How Does VLOG Affect Young Consumers’ Purchase Intention?
Authors
Luying Wangluying20@bu.edu
College of Communication, Boston University, Boston, MA 02215, USA,
Corresponding Author
Luying Wangluying20@bu.edu
Available Online 28 January 2022.
- DOI
- 10.2991/assehr.k.220110.089How to use a DOI?
- Keywords
- video blogs; purchase intention; sponsorship; product comparison
- Abstract
In the digital age, young customers prefer watching video blogs to learn about new products before they make purchasing decisions. Additionally, many brands invite bloggers to promote their products. This study designed an online experiment to examine the impact of sponsorship information and product comparison in video blogs on consumers’ purchase intentions. This study found that the product comparison does not affect consumers’ attitudes towards the brand and purchase intentions, but sponsorship could bring negative effects. The conclusion will provide references for brand strategy formulation and blogger further development.
- Copyright
- © 2022 The Authors. Published by Atlantis Press SARL.
- Open Access
- This is an open access article under the CC BY-NC license.
Cite this article
TY - CONF AU - Luying Wang PY - 2022 DA - 2022/01/28 TI - How Does VLOG Affect Young Consumers’ Purchase Intention? BT - Proceedings of the 2021 International Conference on Public Art and Human Development ( ICPAHD 2021) PB - Atlantis Press SP - 461 EP - 466 SN - 2352-5398 UR - https://doi.org/10.2991/assehr.k.220110.089 DO - 10.2991/assehr.k.220110.089 ID - Wang2022 ER -