Comparing the Effects of User Generated Video Reviews and Brand Generated Advertisements on Consumer Decisions on YouTube

V. Diwanji, Jaejin Lee
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引用次数: 1

Abstract

This empirical study examines the effects of user generated vlogs (UGV) versus brand generated ads (BGA) on consumer decisions on YouTube. UGV refers to any type of review video content about brands or products, created and published by users on YouTube. BGA refers to brand generated advertisements on YouTube. Guided by the elaboration likelihood model of persuasion, this online experimental research involved a 2 (source: UGV versus BGA) X 2 (involvement: high versus low) X 2 (gender: male versus female) between-subjects research design. Results showed that UGV elicited significantly greater effects on consumer brand attitudes and purchase intentions than BGA, when involvement was high. No significant gender differences were observed. In a constantly growing YouTube influencer economy, this study offers important theoretical and managerial implications.
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比较用户生成的视频评论和品牌生成的广告对 YouTube 上消费者决策的影响
本实证研究探讨了用户生成的博客(UGV)与品牌生成的广告(BGA)对 YouTube 上消费者决策的影响。UGV 是指用户在 YouTube 上创建并发布的有关品牌或产品的任何类型的评论视频内容。BGA 是指 YouTube 上由品牌生成的广告。这项在线实验研究以说服的阐述可能性模型为指导,采用了 2(来源:UGV 与 BGA)X 2(参与度:高与低)X 2(性别:男性与女性)的主体间研究设计。结果显示,当参与度高时,UGV 对消费者品牌态度和购买意向的影响明显大于 BGA。没有观察到明显的性别差异。在不断发展的 YouTube 影响者经济中,本研究具有重要的理论和管理意义。
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