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dc.contributor.authorMunnukka, Juha
dc.contributor.authorMaity, Devdeep
dc.contributor.authorReinikainen, Hanna
dc.contributor.authorLuoma-aho, Vilma
dc.date.accessioned2019-01-07T08:29:50Z
dc.date.available2021-04-01T21:35:09Z
dc.date.issued2019
dc.identifier.citationMunnukka, J., Maity, D., Reinikainen, H., & Luoma-aho, V. (2019). “Thanks for Watching.” The Effectiveness of YouTube vlogendorsements. <i>Computers in Human Behavior</i>, <i>93</i>(April), 226-234. <a href="https://doi.org/10.1016/j.chb.2018.12.014" target="_blank">https://doi.org/10.1016/j.chb.2018.12.014</a>
dc.identifier.otherCONVID_28774921
dc.identifier.otherTUTKAID_79825
dc.identifier.urihttps://jyx.jyu.fi/handle/123456789/60923
dc.description.abstractThis 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 experimental conditions were created on Qualtrics based on a YouTube vlog where the endorser reviewed a few products. The data were collected using Mturk and analyzed with 203 usable responses. The findings indicate that audience participation in the vlog enhances para-social relationship with the vlogger, thus further fostering the vlogger's perceived credibility as an endorser. Additionally, the valence of the audience's attitudes toward vlog endorsements moderates the audience participation–parasocial relationship. The results show that vlogs with high levels of audience participation are more likely to increase the acceptance of the brand's endorsement via enhanced credibility perceptions among viewers. Hence, time should be spent choosing vloggers who are active in the online community. This study contributes to the understanding of the distinct characteristics of vlogs that specifically affect endorsement effectiveness. The focal role of parasocial relationship for message acceptance in the context of vlogs is also highlighted.fi
dc.format.mimetypeapplication/pdf
dc.language.isoeng
dc.publisherPergamon Press
dc.relation.ispartofseriesComputers in Human Behavior
dc.rightsCC BY-NC-ND 4.0
dc.subject.othervlogit
dc.subject.otherendorsement effectiveness
dc.subject.otheraudience participation
dc.subject.otherparasocial relationship
dc.subject.otherendorser credibility
dc.subject.othervalence
dc.subject.othervlog
dc.title“Thanks for Watching.” The Effectiveness of YouTube vlogendorsements
dc.typearticle
dc.identifier.urnURN:NBN:fi:jyu-201812315337
dc.contributor.laitosKauppakorkeakoulufi
dc.contributor.laitosSchool of Business and Economicsen
dc.contributor.oppiaineBasic or discovery scholarshipfi
dc.contributor.oppiaineMarkkinointifi
dc.contributor.oppiaineViestinnän johtaminenfi
dc.contributor.oppiaineBasic or discovery scholarshipen
dc.contributor.oppiaineMarketingen
dc.contributor.oppiaineCorporate Communicationen
dc.type.urihttp://purl.org/eprint/type/JournalArticle
dc.date.updated2018-12-31T10:15:10Z
dc.description.reviewstatuspeerReviewed
dc.format.pagerange226-234
dc.relation.issn0747-5632
dc.relation.numberinseriesApril
dc.relation.volume93
dc.type.versionacceptedVersion
dc.rights.copyright© 2018 Elsevier Ltd.
dc.rights.accesslevelopenAccessfi
dc.subject.ysoyleisö
dc.subject.ysoosallistuminen
dc.subject.ysovalenssi (psykologia)
dc.subject.ysovloggaus
dc.format.contentfulltext
jyx.subject.urihttp://www.yso.fi/onto/yso/p4280
jyx.subject.urihttp://www.yso.fi/onto/yso/p10727
jyx.subject.urihttp://www.yso.fi/onto/yso/p6890
jyx.subject.urihttp://www.yso.fi/onto/yso/p28869
dc.rights.urlhttps://creativecommons.org/licenses/by-nc-nd/4.0/
dc.relation.doi10.1016/j.chb.2018.12.014


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CC BY-NC-ND 4.0
Except where otherwise noted, this item's license is described as CC BY-NC-ND 4.0