How VLOG Promotion Content Influences Consumer Attitudes

As Internet technology continues to advance and as various social media platforms proliferate, consumers have gained the ability to distribute video content across a multitude of online channels. A vlog (video blog) is an online video documentary format used by vloggers (video bloggers) to record their daily lives and share their experiences with various products. In recent years, Vloggers who publish vlogs on social media have gained increasing popularity. The use of vlogs to convey product information has received widespread attention, leading an increasing number of companies to consider them part of their marketing mix and actively incorporate them into their marketing strategies. However, it is still unclear which factors influence consumer attitudes while watching vlogs. Therefore, it has become a focus of attention in both academia and the business world to clarify how vlog promotion content influences consumer attitudes and to use vlog promotion to improve consumer attitudes, thereby increasing consumers’ purchase intentions and achieving brand promotion objectives. The purpose of this paper is to empirically investigate the factors that influence consumer attitudes towards vlog promotion content. This article is based on the ABC attitude model theory, and data collected through an online questionnaire survey of Chinese consumers were analysed to statistically verify the relationship between consumers' purchase intentions and factors related to vlog content. The predictor variables included trust in vlog, vlogger popularity, vlogger personal appeal, understanding of vlogger advertised products, vlog content, and frequency of interaction between vlogger and fans. Path analysis revealed that two intermediate variables related to vlogger (cognition and emotion) had a positive impact, and a model was constructed to further examine their influence on consumer behaviour (dependent variable). The research findings of this study reveal that three key factors significantly influence consumer attitudes towards vlog promotion. These factors encompass the understanding of vlogger's advertised products, vlog’s content, and the frequency of interaction between vlogger and fans. For future vlog promotions, it is recommended to augment the vlogger's product knowledge and approachability. To create captivating vlog content, emphasis should be placed on enhancing its entertainment value, establishing personal connections with viewers, and encouraging shareability. Moreover, the vlogger should actively engage with dedicated fans, prioritize valuable fan comments, and foster harmonious relationships. Furthermore, the findings of this study demonstrate the effectiveness of vlog promotion for various brands and services, providing valuable insights into the content of promotional activities for different brands and services. This highlights the strategic significance of vlog promotion and its relevance in guiding promotional strategies

ケネス W. モンフォート カレッジ オブ ビジネス ノ キョウイク ノ シツ ホショウ システム

　This paper describes quality assurance systems for education by the Kenneth W. Monfort College of Business (MCB). The author visited the MCB in August 2008 as a member of a study team. This paper discusses educational quality assurance in higher education based on the results of that study. Introduction of the MCB’s educational management system would assist quality assurance in Japanese higher education in future

E. M. ゴールドラットハカセ ノ セイヤク ジョウケン ノ リロン

This paper is dedicated to the late Dr. E. M. Goldratt by whose passing I was deeply affected. Dr. Goldratt proposed the Theory of Constraints (TOC). This paper introduces Dr. Goldratt’s TOC which is based on the premise that the rate of goal achievement is limited by constraints which it then seeks to identify.　TOC is systematized using the following management methods: Throughput Accounting, Process of Ongoing Improvement, Drum Buffer Rope, Thinking Process and Critical Chain Project Management; all of which are examined in this paper

資生堂の中国における競争戦略

　Shiseido, Ltd is a major Japanese cosmetics producer. In this paper, we focus on Shiseido’s efforts seizing of business opportunities from China’s reform and opening and spreading the culture of cosmetics from Japan among Chinese women, which have been successful in expanding their business.　We consider competitive strategy of Shiseido in China’s cosmetics industry using SWOT analysis and Porter’s five forces. We also discuss management strategies for Shiseido in China in the future

BYD自動車のファジィVRIO分析

　It is generally understood that the Chinese market is now an integral part of the world market and international automobile companies are making efforts to gain access to it. To expand their market share in China, companies implement various strategies, making competition fiercer. As Chinese automobile companies are not well-known world-wide, BYD is suitable for analysis as a representative Chinese automobile company. Firstly, the history and outline of the company are summarized, then the strengths and weaknesses of the corporate environment are described using the fuzzy VRIO (Value, Rarity, Inimitability and Organization) analysis method. Applying fuzzy theory in the analysis of the management environment, for instance, VRIO analysis can enable the formulation of more effective strategies. This application of fuzzy theory to management methods is intended to contribute to the future development of the Chinese automobile industry. This paper clarifies the significance of the competitive advantages of BYD Auto using fuzzy VRIO analysis

中国自主自動車業界のファジィ5Ｆ分析

　The Chinese market is indispensable to international automobile companies, who are thus expanding investment in the country’s automotive industry. To increase their market share in China, automobile manufacturers and independent automotive enterprises have implemented a series of management strategies. Consequently, competition in China is becoming increasingly intense. At the same time, Chinese automobile companies have no international brand recognition.　 In this paper, an independent automobile enterprise of China examined using the fuzzy 5F （threat of new entrants , rivalry among existing firms , threat of substitute products or services , bargaining power of buyers , bargaining power of suppliers） analysis. We think that the application of fuzzy theory to management methods will contribute to the development of the Chinese automobile industry

奇瑞自動車の競争戦略分析

　The Chinese market is indispensable for the world’s automobile enterprises, and they have all strengthened their investment in that market. Therefore, in order to expand their market shares in China, all automobile companies and independent automotive enterprises have implemented a series of management strategies, and, as a result, made the competition in China more intense. However, Chinese automobile enterprises are not known to the outside world.　Therefore, this paper selected the independent automobile company Chery as an example, based on an analysis of the history of the company, using SWOT and five competive forces (5F) methods. Finally, I would like to put forward four solutions to solve the current problems. Through this paper, We wish we could make contribution to the development of Chinese automobile enterprises in the future