Effects of beauty vloggers’ eWOM and sponsored advertising on weibo

Weifang Ding; Claudia E. Henninger; Marta Blazquez; Rosy Boardman

doi:10.1007/978-3-030-03617-1_13

Effects of beauty vloggers’ eWOM and sponsored advertising on weibo

Weifang Ding, Claudia E. Henninger, Marta Blazquez, Rosy Boardman

Fashion Business Technology

UMIST

Research output: Chapter in Book/Conference proceeding › Chapter › peer-review

Abstract

This chapter investigates the effects of beauty vloggers’ (video bloggers’) eWOM and sponsored advertising on followers utilizing Weibo, by further honing in on s-commerce. This qualitative study found that vlogging differs from traditional blogging in that direct advertising that fosters ease of purchase of a product is appreciated by followers, whilst direct marketing, which in this case refers to simply describing the benefits of products and/or services, is seen as unfavourable. We found a relationship between the influence of vloggers, expertise of followers, the level of detail in adverts, and the level of trust. This provides valuable insights into attitudes and perceptions of followers of beauty vlogs.

Original language	English
Title of host publication	Social commerce
Subtitle of host publication	consumer behaviour in online environments
Editors	Rosy Boardman, Marta Blazquez, Claudia E. Henninger, Daniella Ryding
Place of Publication	Cham
Publisher	Palgrave Macmillan Ltd
Chapter	13
Pages	235-253
Number of pages	19
ISBN (Electronic)	9783030036171
ISBN (Print)	9783030036164
DOIs	https://doi.org/10.1007/978-3-030-03617-1_13
Publication status	Published - 2019

Keywords

eWOM
S-commerce
Social media
Sponsored advertising
Vlog
Vlogging
Weibo

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10.1007/978-3-030-03617-1_13

Cite this

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abstract = "This chapter investigates the effects of beauty vloggers{\textquoteright} (video bloggers{\textquoteright}) eWOM and sponsored advertising on followers utilizing Weibo, by further honing in on s-commerce. This qualitative study found that vlogging differs from traditional blogging in that direct advertising that fosters ease of purchase of a product is appreciated by followers, whilst direct marketing, which in this case refers to simply describing the benefits of products and/or services, is seen as unfavourable. We found a relationship between the influence of vloggers, expertise of followers, the level of detail in adverts, and the level of trust. This provides valuable insights into attitudes and perceptions of followers of beauty vlogs.",

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Effects of beauty vloggers’ eWOM and sponsored advertising on weibo. / Ding, Weifang; Henninger, Claudia E.; Blazquez, Marta et al.
Social commerce: consumer behaviour in online environments. ed. / Rosy Boardman; Marta Blazquez; Claudia E. Henninger; Daniella Ryding. Cham: Palgrave Macmillan Ltd, 2019. p. 235-253.

Research output: Chapter in Book/Conference proceeding › Chapter › peer-review

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Effects of beauty vloggers’ eWOM and sponsored advertising on weibo

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Keywords

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