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عنوان فارسی مقاله:
نفوذ یوتیوب vloggers بر روی درک و نگرش نام تجاری لوکس مصرف کننده
عنوان انگلیسی مقاله:
YouTube vloggers' influence on consumer luxury brand perceptions and intentions
سال انتشار : 2016
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بخشی از مقاله انگلیسی:
3. Study 1: PSI effect on luxury brand perceptions
Study 1 tested effects of PSI antecedents on PSI with a vlogger followed by consumers' luxury fashion brand perceptions (H1 to H5). 3.1. Stimuli development A pretest was conducted to select an appropriate fashion vlogger. First, we selected eight YouTube vloggers who frequently posted reviews of luxury fashion products. Then, we selected a video from each vlogger where they answered questions about themselves to avoid any confounding effect embedded in the context of the video. Participants were shown a video from each vlogger and were asked to answer five items to assess impressions of the vlogger (e.g., dislikable – likable, unpopular – popular; Forgas, 1992) and the three items for intentions to watch videos from the vlogger again. Responses were recorded on 5-point Likert scale. A total of 33 undergraduate students participated in the pretest. All participants were female and between 20 and 28 years old. We selected the vlogger participants showed significantly higher impression (F(7, 255) = 5.71, p b 0.001) and intentions to visit (F(7, 255) = 5.29, p b 0.001). 3.2. Methods Responses were collected via online surveys to simulate the environment of vlogs. First, participants were shown luxury brand A's handbag review video created by the selected vlogger. Respondents were asked to provide their perceptions of the vlogger and the luxury brand perceptions. We measured luxury shopping behaviors (e.g., “How many luxury fashion product(s) do you own?”) and social media usage (i.e., “On average, how much time do you spend on social media per week for each social media network?”). Attitude homophily, social and physical attractiveness, PSI, luxury brand value, brand-user-imagery fit, brand luxury, and purchase intentions were measured using 5-point Likert scales. Eight items measured attitude homophily (McCroskey, McCroskey, & Richmond, 2006; McCroskey, Richmond, & Daly, 1975), five items measured social attractiveness (McCroskey & McCain, 1974), and another five items measured physical attractiveness (McCroskey & McCain, 1974). The 16 items for PSI were developed from Rubin et al. (1985) and modified for the vlogger context. The two items of brand luxury, five items of brand-user-imagery fit, and six items of luxury brand value were from Miller and Mills' (2012) study. Four items from Dodds, Monroe, and Grewal (1991) measured purchase intentions.
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کلمات کلیدی:
Why Beauty Bloggers Are More Powerful Than Celebrities | HuffPost UK www.huffingtonpost.co.uk/sophie-bianchi/beauty-bloggers-zoella_b_11566248.html Aug 18, 2016 - Lots of vloggers in the UK are seeing their YouTube channels grow, ... Bloggers and vloggers have become huge influences in consumers' ... Why vloggers are a waste of time and money for brands - Telegraph www.telegraph.co.uk › Finance › News by Sector › Media and Telecoms Feb 6, 2015 - Zoella has 7.2m YouTube subscribers Photo: Christopher Pledger/The Telegraph ... was recently included in Debrett's list of the 500 most influential people in Britain, ... followed by consumer review sites and brands' own websites. ... New data: Discover the priciest cities around the globe for luxury property. De vlogger als merkambassadeur | Marketingfacts www.marketingfacts.nl/berichten/de-vlogger-als-merkambassadeur Translate this page Sep 15, 2016 - In een studie met de titel "YouTube vloggers' influence on consumer luxury brand perceptions and intentions" staat de vraag centraal of ... Scilit | Article - YouTube vloggers' influence on consumer luxury brand ... www.scilit.net/article/10.1016/j.jbusres.2016.04.171 YouTube vloggers' influence on consumer luxury brand perceptions and intentions. Jung Eun Lee, Brandi Watkins. Published: 1 June 2016. by Elsevier. [PDF]How YouTube Is Changing Consumer Behavior and How ... - Pixability www.pixability.com/wp-content/uploads/2014/06/PixabilityCEStudyvfJune271.pdf Consumer Electronics and YouTube is a detailed analytical study of the vast world of consumer ... of purchases of smartphones are influenced by YouTube.3. 3. .... The best CE brands and vloggers openly ask viewers to engage with their ... Most Downloaded Journal of Business Research Articles - Elsevier https://www.journals.elsevier.com/journal-of-business.../most-downloaded-articles An empirical study of luxury fashion brand. October 2012 ... YouTube vloggers' influence on consumer luxury brand perceptions and intentions. December 2016.
