{"title":"Factors Affecting the Attitudes and Behavioral Intentions of Followers toward Advertising Content Embedded within YouTube Influencers' Videos","authors":"Eunyoung Kim, Yeojin Kim","doi":"10.1080/10496491.2022.2060414","DOIUrl":null,"url":null,"abstract":"Abstract This study seeks which antecedents affect YouTube followers’ intention to purchase products mentioned in YouTube videos posted by the influencers. We conducted an online survey after reviewing the concept of social media influencer marketing and the theoretical framework of the persuasive knowledge model. The results confirmed that followers’ various evaluations on contributions of YouTube influencers and the platform and their persuasive knowledge affect their attitudes and the behavioral intention on the persuasive content posted by YouTube influencers. Source attractiveness, trustworthiness, evaluation of video qualities, awareness of paid endorsement, and advertising recognition were influential to the attitudes and intentions of the followers. In addition, the suggested model confirmed the mediating effect of attitudes among antecedents and purchase intention. Theoretical and practical implications are presented in the discussion and conclusion.","PeriodicalId":16879,"journal":{"name":"Journal of Promotion Management","volume":"28 1","pages":"1235 - 1256"},"PeriodicalIF":0.0000,"publicationDate":"2022-05-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"10","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Promotion Management","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1080/10496491.2022.2060414","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"Business, Management and Accounting","Score":null,"Total":0}
引用次数: 10
Abstract
Abstract This study seeks which antecedents affect YouTube followers’ intention to purchase products mentioned in YouTube videos posted by the influencers. We conducted an online survey after reviewing the concept of social media influencer marketing and the theoretical framework of the persuasive knowledge model. The results confirmed that followers’ various evaluations on contributions of YouTube influencers and the platform and their persuasive knowledge affect their attitudes and the behavioral intention on the persuasive content posted by YouTube influencers. Source attractiveness, trustworthiness, evaluation of video qualities, awareness of paid endorsement, and advertising recognition were influential to the attitudes and intentions of the followers. In addition, the suggested model confirmed the mediating effect of attitudes among antecedents and purchase intention. Theoretical and practical implications are presented in the discussion and conclusion.
期刊介绍：
The Journal of Promotion Management will keep you up-to-date on applied research and planning in promotion management. It is designed for practitioners in advertising, public relations, and personal selling, as well as academicians, researchers, and teachers in these areas. Every year, businesses in the United States budget approximately two-thirds of all marketing money into consumer and trade promotions designed to push products through the distribution chain. Any successful brand marketing plan relies on promotion, whether to stimulate immediate sales or ensure continued commerce.
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