Research On The Influence Of Informativeness And Entertainment Of Vlog Product Placement On Users' Attitudes And Intentions

In the past few years,vlog product placement has developed rapidly.vlog product placement is very common in user information acquisition channels,but the conversion rate of vlog product placement is relatively low.Therefore,how to improve the effectiveness of vlog product placement has become a challenge for relevant researchers and the advertising industry.On the basis of related literature and research results,this study put product placement research model of informational and entertainment into the framework of this study,form the independent variable vlog implantable advertising attribute characteristics,will vlog implantable advertising effectiveness,including advertising attitudes and brand attitudes and purchase intention)as dependent variable,such as Ducoffe scholars based on the research of established a theoretical model of this study,put forward a series of hypothesis.This study uses the experimental method,target group of vlog product placement as experimental object,gets 320 effective questionnaires after the test,and uses SPSS24.0 to give an analysis of the data processing.The empirical results show that informativeness and entertainment have positive influences on the effect of multiple levels in the vlog product placement,and their interaction effect will also be a positive impact on advertising attitudes and brand attitudes.According to the empirical analysis results,this study puts forward several suggestions,that is,vlog can be optimized from the content,authenticity and other aspects to improve the effect of vlog product placement.