How Does VLOG Affect Young Consumers’ Purchase Intention?

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.