W. Aslam, Sadia Mehfooz Khan, Imtiaz Arif, S. Zaman
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Vlogger’s Reputation: Connecting Trust and Perceived Usefulness of Vloggers’ Recommendation with Intention to Shop Online
The study aims to determine the impact of vlogger’s reputation on viewers’ trust on vlogger’s recommendations (TVR) and perceived usefulness of vlogger’s recommendations (PUVR). Moreover, the study examines the impact of TVR and PUVR on attitude and intention to shop online. A sample of 250 responses was collected from social media users and structural equation analysis technique was employed. The findings indicate that vlogger’s reputation has a significant role in building TVR, and PUVR and TVR and PUVR significantly influence the attitude and intention to shop online. The study also identified a positive impact of attitude towards online shopping on online shopping intention. The research provides insights to the marketers and practitioners as the findings guides on crafting promotional strategies using vloggers.
期刊介绍：
The Journal of Creative Communications promotes inquiry into contemporary communication issues within wider social, economic, marketing, cultural, technological and management contexts, and provides a forum for the discussion of theoretical and practical insights emerging from such inquiry. The journal encourages a new language of analysis for contemporary communications research and publishes articles dealing with innovative and alternate ways of doing research that push the frontiers of conceptual dialogue in communication theory and practice. The journal engages with a wide range of issues and themes in the areas of cultural studies, digital media, media studies, technoculture, marketing communication, organizational communication, communication management, mass and new media, and development communication, among others. JOCC is a double blind peer reviewed journal.
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