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“Thanks for watching”. The effectiveness of YouTube vlogendorsements · Study

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Article“Thanks for watching”. The effectiveness of YouTube vlogendorsements

Juha Munnukka2018

OA

Articlegreen2018

“Thanks for watching”. The effectiveness of YouTube vlogendorsements

Juha Munnukka · Devdeep Maity · Hanna Reinikainen · Vilma Luoma‐aho

253 citations·0/0 files stored·Computers in Human Behavior

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Digital Marketing and Social Media Marketing and Advertising Strategies Consumer Behavior in Brand Consumption and Identification

Abstract

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Citations in this library

Stored only when both papers are in the corpus — 253 citations exist upstream.

References

1977Attitude-behavior relations: A theoretical analysis and review of empirical research.1956Mass Communication and Para-Social Interaction 1990Construction and Validation of a Scale to Measure Celebrity Endorsers' Perceived Expertise, Trustworthiness, and Attractiveness 2001Social Cognitive Theory of Mass Communication 2000The Past, Present, and Future of an Identity Theory 2004The Persuasiveness of Source Credibility: A Critical Review of Five Decades' Evidence 2003The State of Psychological Ownership: Integrating and Extending a Century of Research 2003Psychological Implications of Customer Participation in Co-Production

Cited by

2020Disclosing Influencer Marketing on YouTube to Children: The Moderating Role of Para-Social Relationship 2021Blind trust? The importance and interplay of parasocial relationships and advertising disclosures in explaining influencers’ persuasive effects on their followers 2024Influencer marketing effectiveness: A meta-analytic review 2023Social media influencers: An effective marketing approach?2023The emergence of virtual influencers: a shift in the influencer marketing paradigm 2022“I will buy what my ‘friend’ recommends”: the effects of parasocial relationships, influencer credibility and self-esteem on purchase intentions 2023Mere copycat? The effects of human versus human-like virtual influencers on brand endorsement effectiveness: A moderated serial-mediation model 2021Opera participants’ perceptions of brand resonance

Details

Year2018

Typearticle

Published2018-12-10

VenueComputers in Human Behavior

ISSN-L0747-5632

Languageen

Citations253

Files0 public / 0

ShelfDigital Marketing and Social Media

Identifiers

doi10.1016/j.chb.2018.12.014

openalex_workW2904940415

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