Research On Influencing Factors Of Young Audience Acceptance Of Vlog Placement Advertisement ——Taking Bilibili As An Example

With the strong help of 5G,Video-Blog(Vlog)with personalized tags and content concentration has risen rapidly in recent years,becoming a new space for short video traffic growth,and product placement advertising has also become the main profit model for Vlog content realization.How to balance the relationship between advertisement implantation and video original content creation and implant advertisements with high audience acceptance has become the biggest test faced by the brand and every Vlogger.In view of the fact that the current academic research on Vlog product placement is still in the lack of empirical research support phase,this study will take Vlog product placement as the research object,and take domestic Bilibili platform as an example,this paper discusses the factors that affect young audience's acceptance of advertisements.Based on the three core variables of UTAUT model,namely,performance expectancy,effort expectancy and social influence,and based on the pre-test results of in-depth interviews,this study innovatively added four impact variables,namely,social presence,perceived trust,implantation salience and content fit,combined with in-depth interviews and previous research results,Four new influencing variables were added,including social presence,perceived trust,implantation conspicuousness and content coherence.Taking demographic characteristics as control variables into consideration,combined with the audience's willingness to use and use behavior,a young audience acceptance model of Vlog product placement in Bilibili platform was constructed,and the relationship between the young audience's willingness to accept this new advertising model and the influencing variables was explored through questionnaires.The findings confirm that:(1)As the original core variable of the model,effort expectation has the most significant positive effect on willingness to use,followed by performance expectation and community influence.(2)As the new influencing variables of the model,social influence,perceived trust,implantation conspicuousness and content coherence significantly and positively affect advertising use intention,and the path influence of implantation conspicuousness on adverrtising use intention is contrary to the original hypothesis.(3)Young audiences' intentions to use Vlog product placement significantly positively affects their use behavior.(4)There are significant differences in the use behavior of Vlog product placement among young audiences of different genders and age groups,and there are no significant differences in the use intention and behavior of Vlog product placement among young audiences of different educational backgrounds and consumption levels.According to the research conclusions,relevant optimization suggestions are put forward as follows: deep cultivation of Vlog creative high-quality content to enhance the audience's material and spiritual returns;Create immersive experiential marketing and cultivate the emotional trust and stickiness of both parties;Grasp the boundary between "explicit" implantation and original content,and improve the content fit of implanted products;Continue to promote the construction of Vlog subculture circle and introduce MCN channel to drive the realization of platform;Increase the readability of advertising content and simplify interaction,and use data to accurately identify the differentiated needs of young audiences.