Effects of fashion vlogger attributes on product attitude and content sharing

Abstract

Recently, general people posting vlog on newly shopped fashion and cosmetics items are gaining popularity, and it is growing more common to get consumer reviews or opinion through vlogs. In this paper, we examine the effect of vloggers’ attributes (i.e., attractiveness, expertise, trustworthiness) depending on the types that the vlogs expose certain products in videos. Also we find out how emotional bond between vloggers and viewers affect the relationships of vlogger’s attributes with content sharing intention and attitude towards products. Based on the results of one-way ANOVA, multiple regression analysis, and moderated regression analysis, we could enhance the understanding of vlog and vloggers’ role in retail. Also, we applied para-social interaction to find out how emotional bond between vloggers and viewers affect their perception. This research implies the need of understanding vlog as a form of marketing mix that fashion retailers can utilize.