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.

Details

Title
Effects of fashion vlogger attributes on product attitude and content sharing
Author
Choi, Woojin 1 ; Lee, Yuri 2   VIAFID ORCID Logo 

1  Graduate Researcher, Dept. of Textiles, Merchandising and Fashion Design, Seoul National University, Seoul, South Korea 
2  Professor, Dept. of Textiles, Merchandising and Fashion Design/The Research Institute of Human Ecology, Seoul National University, Seoul, South Korea 
Pages
1-18
Publication year
2019
Publication date
Feb 2019
Publisher
Springer Nature B.V.
e-ISSN
21980802
Source type
Scholarly Journal
Language of publication
English
DOI
https://doi.org/10.1186/s40691-018-0161-1
ProQuest document ID
2180506925
Copyright
Fashion and Textiles is a copyright of Springer, (2019). All Rights Reserved., © 2019. This work is published under http://creativecommons.org/licenses/by/4.0/ (the “License”). Notwithstanding the ProQuest Terms and Conditions, you may use this content in accordance with the terms of the License.