How consumers perceive vloggers? Exploring consumer’s perceptions and purchase intention applied to beauty and fashion industry

Con la evolución de los medios digitales y, en consecuencia, con la aparición de nuevas plataformas, los consumidores son más receptivos al contenido compartido en las redes sociales, como es el caso de YouTube, en busca de información para ayudarles en su toma de decisiones. De esta manera, la industria de la moda y la belleza es darse cuenta de la importancia de invertir en campañas de publicidad y de comunicación digitales y en este canal a través de influenciadores digitales. Por lo tanto, la investigación se centra en la red social YouTube y vloggers, aplicado en Portugal y España. Se persigue el objetivo de comprender la dinámica entre las percepciones de los consumidores sobre el contenido de belleza y moda vídeos y la intención de compra, así como entre la credibilidad de percionada vlogger y intención de compra.With the evolution of the digital age and consequently with the emergence of new platforms, consumers are more receptive to the shared content on social networks, for instance with YouTube, looking for information that helps them in their decision making. In this way, the fashion and beauty industry is realizing the importance of digital media and investing in communication and advertising campaigns with digital influencers. Therefore, the research focuses on the social network YouTube and vloggers, applied in Portugal and Spain. It is intended to understand the dynamics between the perceptions of consumers to the content of fashion and beauty videos and the intention of purchase as well as between the perceived credibility of vlogger and the intention of purchase

Influence of Visual Cues of E-WOM on Consumers\u27 Purchase Intention

E-WOM is considered to be an important factor affecting consumers\u27 purchasing decisions. Now many scholars focus on the specific presentation of e-WOM to study consumer behavior, and the research on the influence mechanism of the form-based characteristics of e-WOM information on consumers is relatively lacking. Based on clue utilization theory and the perspective of consumer psychology processing, we explores the impact of visual cues of e-WOM on consumer perception and purchase intention. The experimental results show that the visual cues of e-WOM promote the mental imagery of consumers, and then have a significant impact on their perceptual diagnosis and purchase intention. Finally, the corresponding marketing management inspiration is proposed

Temporal Changes in the Impact of Drivers of Online Review Influence

Traditional IT introduction approaches tend to follow a goal-driven, top-down logic, whereby management evaluates and selects technology that is then imposed on end-users. In this research-in-progress paper, it is argued that such approaches are not appropriate for enterprise social software (ESS) as a type of malleable technology requiring end-user appropriation. Through an embedded researcher relationship with a case organisation, a research approach and preliminary findings are presented in which the juxtaposition of two, client and consultant, practices align with either a top-down or employee-centric view regarding ESS. By utilizing a practice breakdown lens, this paper explores the tensions that are revealed in ESS projects as the two practices struggle to socially construct a joint solution for ESS inside client organisations. This unique context affords studying the particular nature of ESS and solutions for its uptake, as breakdowns foreground the role of the end-user in malleable technologies

Pengaruh Ulasan Food Vlogger di YouTube sebagai Electronic Word of Mouth terhadap Sikap Konsumen, Citra Merek, dan Niat Membeli Produk Makanan (Studi pada Penonton Channel YouTube Tanboy Kun)

Penelitian ini menganalisis pengaruh electronic word of mouth (E-WOM) pada video ulasan food vlogger di Youtube terhadap sikap konsumen, citra merek dan niat membeli produk makanan. Electronic word of mouth dalam penelitian ini memiliki dimensi yang terdiri dari Kualitas E-WOM, Kredibilitas E-WOM, Keahlian Pengulas dan Pengaruh Informasi. Survei dilakukan terhadap 172 penonton video ulasan pada channel Youtube Tanboy Kun. Model penelitian diuji secara empiris melalui Partial Least Square. Hasil penelitian menunjukan bahwa electronic word of mouth berpengaruh positif signifikan terhadap niat membeli produk makanan dan sikap konsumen, dimana E-WOM memberikan pengaruh terbesar. Selanjutnya, sikap konsumen turut berpengaruh positif signifikan terhadap niat membeli produk makanan. Berikutnya, ditemukan pula bahwa E-WOM berpengaruh positif signifikan terhadap citra merek. Akan tetapi, citra merek ditemukan tidak berpengaruh terhadap niat membeli produk makanan. Studi ini memberikan implikasi yang signifikan bagi praktisi terutama untuk kepentingan industri kuliner hendaknya memilih food vlogger berdasarkan kualitas E-WOM, kredibilitas E-WOM, keahlian mengulas dan pengaruh informasi konten ulasan. Kemudian, untuk akademisi hendaknya mengkaji ulang pengaruh E-WOM pada food vlogger terhadap variabel lainnya atau pun karakteristik food vlogger tertentu

The Dark Side of Images: Effect of Customer Generated Images on Product Assessment

Customer Generated Image (CGI) on e-commerce platforms has been widely recognized as a marketing tool to persuade customers into purchases. Despite its persuasive power, the effect of CGI on post purchase satisfaction has seldom been examined. This study draws upon Elaboration Likelihood Model and proposes that the affective cues in CGI could distract consumer’s cognitive information processing and lead to unsatisfactory purchases with a larger probability. To empirically test our hypothesis, we employed a difference-in-differences model with propensity score weighting method and deep learning based face detection algorithm and found that CGI could cause subsequent review ratings 0.12 stars lower compared with those not exposed to CGI. Additional analysis indicated that this negative effect could be attenuated if the CGI contains human faces or the image review has a low rating. These findings have important implications for online platforms to better leverage user generated rich media content

How Online Diaries Persuade Customers — The Role of Narratives

Online diary is a series of reviews in chronological order generated by customers to record their experience over time, which is a new type of online review emerging in the medical beauty industry. This study extends narrative transportation theory to explore the effect of the dynamic structure of online diaries on persuasion. We posit that emotional shift and utilitarian value can positively enhance online diary persuasion through improving transportation, and the relationship between the temporal flow and persuasion is converse U shape. The moderating role of social influence and visual content richness to the main effect is also investigated in this study. We collected real data to test our hypotheses utilizing Natural Language Processing (NLP) method and econometric model. This study is expected to make both theoretical and practical contributions

Influence of Media Richness of E-WOM on Consumers\u27 Mental Imagery and Attitudes

E-WOM has become a hot research topic. Based on the theory of media richness, this paper divides online reviews into three types according to the degree of e-WOM richness from low to high - text , text + image and text + image + video . From the perspective of mental imagery, this paper explores the consumer attitudes of these three kinds of reviews with different richness. The Experimental data analysis shows that compared with text reviews, text + image reviews have more significant impact on consumers\u27 metal imagery and attitudes; as a form of high richness e-WOM, text + image + video has the most significant impact on consumers\u27 metal imagery and attitudes. This discovery points out several meaningful directions for the further study from the perspective of media richness

Developing an a-Priori Model of Online Review Process

More and more online feedback is being relied upon to make choices about the purchases and services we use daily. Conversely, companies rely on online reviews to find new customers and understand how people perceive them. Therefore, the online reviewing process and all its entities and processes are salient. Hence, in this research, we analyse online review related trends in research between the years 2000–2021 with an inductive categorization of 181 articles, in over fifty leading academic outlets. Using this categorization, we next investigate trends in the discussion and research on the online reviewer, online review, and review reaction. From these trends, we develop a nomological a-priori net of the online review process. Further, we discuss, some limitations of the current literature, posit research directions for future scholars and address the gaps in the current research on the online review process

Use of Electronic Word of Mouth as Quality Metrics: A Comparison of Airline Reviews on Twitter and Skytrax

User-generated content (UGC) at online platforms serves as a critical data source in the service industry as it can be accessed in real-time and reflect customers’ changing focus on service aspects. Drawing upon the importance-performance analysis framework, we propose a methodology to derive service quality metrics by utilizing the heterogeneous sources of UGC with customized text mining techniques and examining the effectiveness of these quality metrics. UGC data related to major U.S. airlines were collected from non-social media (Skytrax) and social media platforms (Twitter) from 2014 to June 2019. The results suggest that the topic distributions and the UGC-derived weighted service quality (WSQ, which represents the weighted sentiment based on service aspects) significantly vary between the non-social media and social media platforms. In addition, the WSQ scores derived from two platforms are significant indicators of the objective service quality measurement (i.e., airline quality rating) with stronger predictive power from the social media derived WSQ score