文章基本信息

标题：Branding with Vlogs, Factors Affecting Their Success
本地全文：下载
作者：Kanza Khalid ; Danish Ahmed Siddiqui
期刊名称：Business and Management Horizons
印刷版ISSN：2326-0297
出版年度：2019
卷号：7
期号：1
页码：49-77
DOI：10.5296/bmh.v7i1.14402
语种：English
出版社：Macrothink Institute, Inc.
摘要：This study examines the culture of video blogging — its rhythm, language, and communication style and link its use to brand promotion and buying decisions. Specifically we analyze factors which help in the success of Vlog like its positioning in viewers mind, endorsement by celebrity, Ethical considerations, Benefits and its Features. And then investigated how Vlog affect Brand Promotion and customers buying decisions. Quantitative research was carried out through the use of questionnaire and collecting data of 212 respondents from Karachi. This study focused on Vlogs posted on YouTube Channel. Confirmatory factor analysis and structural equation modeling were used to analyze different variables. The result shows a strong and significant effect of factors such as Appeals, feature, ethical consideration and celebrity on Vlogging. Furthermore, strong evidence found that supported consumer buying decision and brand promotion is also influenced through Vlogs. Hence Vlog could be a major factor helping in building brands. Hence, this proves that Vlogger of Pakistan does not just life earn through it or gain fame and advantages in their daily, but they can also be part of branding strategies that are taking place through Vlogs.