THE USE OF VLOGGERS IN THE ENDORSEMENT OF BRANDS
INFLUENCE ON PURCHASING DECISION
DOI:
https://doi.org/10.9771/rpa.v14i2/3.27807Keywords:
endorsement, vlogueira, digital communication, social networks, YouTubeAbstract
Celebrity endorsement is an important marketing tool and, when used correctly, can influence consumers by increasing brand visibility and even brand profits. This article aims to analyze the attitude of a vloggers audience towards the strategy of celebrity endorsement in exchange programs. We used the quantitative research method and theories of Lu, Chang and Chang (2014), with survey interviews among the audience of 150,000 subscribers to a YouTube channel. The data collection instrument addressed five dimensions related to the theme: Product Expertise, Brand Knowledge, Attitude Through Celebrity Endorsement, Purchase Intent, and Credibility. Results showed that the public is more connected to an image of an influencer than to an endorsed brand.
Downloads
References
AAKER, D. A. Marcas: brand equity: gerenciando o valor da marca. [S. l]: Gulf Professional Publishing, 1998.
AGRAWAL, J.; KAMAKURA, W. A. The economic worth of celebrity endorsers: An event study analysis. The Journal of Marketing, [s. l.], v. 59, n. 3, p. 56-62, 1995.
BANYTÈ, J.; STONKIENÈ, E.; PILIGRIMIENÈ, Z. Selecting celebrities in advertising: the case of Lithuanian sports celebrity in non-sport product advertisement. Economic and Management, [s. l.], v. 16, p. 1215-1224, 2011.
DIJKMANS, C.; KERKHOF, P.; BEUKEBOOM, C. J. A stage to engage: Social media use and corporate reputation. Tourism Management, [s. l.], v. 47, p. 58-67, 2015.
ELLINGTON, T. N. Bloggers, Vloggers, and Virtual Sorority: A Means of Support for African American Women Wearing Natural Hair. Journalism and Mass Communication, [s. l.], v. 4, p. 552-564, 2014.
FARRELL, K. A. et al. Celebrity performance and endorsement value: the case of Tiger Woods. Managerial Finance, v. 26, n. 7, p. 1-15, 2000.
FRED, S. Examining Endorsement and Viewership Effects on the Source Credibility of YouTubers. 2015. Thesis (Master of Arts in Mass Communications) - University of South Florida, [Tampa], 2015. Disponível em: http://scholarcommons.usf.edu/etd/5685/. Acesso em: 21 fev. 2018.
GOLDSMITH, P. B. On the equivalence of causal LTI iterative learning control and feedback control. Automatica, [s. l.], v. 38, n. 4, p. 703-708, 2002.
IBGE. Pesquisa nacional por amostra de domicílios: síntese de indicadores 2016. Rio de Janeiro: IBGE, 2016. Disponível em: https://agenciadenoticias.ibge.gov.br/agencia-noticias/2013-agencia-de-noticias/releases/20073-pnad-continua-tic-2016-94-2-das-pessoas-que-utilizaram-a-internet-o-fizeram-para-trocar-mensagens.html. Acesso em: 21 fev. 2018.
IBGE. Pesquisa Nacional por Amostra à Domicílio: acesso à internet e à televisão e posse de telefone móvel celular para uso pessoal. Rio de Janeiro: IBGE, 2014. p. 1-87.
JAHN, B.; KUNZ, W. How to transform consumers into fans of your brand. Journal of Service Management, [s. l.], v. 23, n. 3, p. 344-361, 2012.
KHATRI, Puja. Celebrity Endorsement: A strategic promotion perspective. Indian Media Studies Journal, [s. l.], v. 1, n. 1, p. 25-37, 2006.
KIM, Y-J.; NA, J-H. Effects of celebrity athlete endorsement on attitude towards the product: the role of credibility, attractiveness and the concept of congruence. International Journal of Sports Marketing and Sponsorship, [s. l.], v. 8, n. 4, p. 23-33, 2007.
KOTLER, P.; KELLER, K. L. Marketing Management. 14. ed. New Jersey: Pearson Education, 2012.
LARANGEIRA, Á. N.; CARDOSO, M.; KUMM, A. A. Interações temporais na era da convergência: perspectivas das Gerações Y e Z nas redes sociais digitais. ECCOM - Educação, Cultura e Comunicação, v. 7, n. 14, 2016.
LU, L-C.; CHANG, W-P.; CHANG, H-H. Consumer attitudes toward blogger’s sponsored recommendations and purchase intention: The effect of sponsorship type, product type, and brand awareness. Computers in Human Behavior, [s. l.], v. 34, p. 258-266, 2014.
MAMUTI, A. The use of celebrity endorsement as marketing communication strategy by Turkish Airlines. 2013.
MATTAR, F. N. et al. Redação de documentos acadêmicos: conteúdo e forma. Caderno de Pesquisas em Administração, p. 1-30, 1996.
MOLLEN, A.; WILSON, H. Engagement, telepresence and interactivity in online consumer experience: Reconciling scholastic and managerial perspectives. Journal of business research, [s. l.], v. 63, n. 9, p. 919-925, 2010.
NEFF, J. OMD proves the power of engagement. Advertising age, [s. l.], v. 78, n. 27, 2007.
PATEL, P. C. Impact of Celebrity Endorsement on Brand Acceptance. ICFAI Journal of Consumer Behavior, [s. l.], v. 4, n. 1, 2009.
RICHARDSON, Roberto Jarry. Pesquisa social: métodos e técnicas. 3. ed. São Paulo: Atlas, 1999.
SCHIFFMAN, L. G., KANUK, L. L. Consumer behavior. 7th. New York: Prentice Hall, 2000.
SEDLEY, R. Annual Online User/Customer Engagement Survey 2006. v. 28, p. 2011, 2006.
SILVA, S. D. Os mais influentes da internet e da TV. Meio & Mensagem. 2016. Disponível em: http://www.meioemensagem.com.br/home/midia/2016/01/11/os-mais-influentes-entre-jovens-do-brasil.html. Acesso em: 21 fev. 2018.
TRIPP, C.; JENSEN, T. D.; CARLSON, L. The effects of multiple product endorsements by celebrities on consumers' attitudes and intentions. Journal of consumer research, p. 535-547, 1994.
VOYLES, B. Beyond Loyalty: Meeting the Challenge of Customer Engagement. Economist Intelligence Unit. 2007. Disponível em: http://graphics.eiu.com/files/ad_pdfs/eiu_Adobe
EngagementPt_I_wp.pdf. Acesso em: 21 fev. 2018.
ZHU, Y-Q.; CHEN, H.-G. Social media and human need satisfaction: Implications for social media marketing. Business horizons, v. 58, n. 3, p. 335-345, 2015.
ZYMAN, S.; BROTT, A. The end of advertising as we know it. [Nova Jersey]: John Wiley & Sons, 2003.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2021 PontodeAcesso
This work is licensed under a Creative Commons Attribution 4.0 International License.
A PontodeAcesso utiliza a licença do Creative Commons (CC), preservando assim, a integridade dos artigos em ambiente de acesso aberto. A revista permite que o autor retenha os direitos de publicação sem restrições.
