“Thanks for Watching.” The Effectiveness of YouTube vlogendorsements

Article English OPEN
Munnukka, Juha; Maity, Devdeep; Reinikainen, Hanna; Luoma-aho, Vilma;
(2019)
  • Publisher: Pergamon Press
  • Subject: yleisö | osallistuminen | valenssi (psykologia) | vloggaus | vlogit | endorsement effectiveness | audience participation | parasocial relationship | endorser credibility | valence | vlog | audience | participation | valency (psychology) | video blogging

This study examines the effectiveness of brand endorsements in vlogs (video blogs) by assessing the role of audience participation, parasocial relationship, and valence toward vlog endorsements on the perceived credibility of the vlogger and brand attitudes. Four experi... View more
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