Research On The Influence Of Vlog Advertising In Social Media On Customer's Purchasing Intention

From TV ads in mass media,online banner ads in portals,to ads in social media,the form of ads always changes with the advancement of technology.In 2018,Vlog has become popular on Chinese social media.As a video for recording personal life,the authenticity of Vlog attracts the attention of young Chinese social media users,which provides brands with new channels to explore the Chinese young consumer market and establish their brand preferences.More and more brands choose to cooperate with Vlogger in advertising,in order to use the advantage of the authenticity of Vlog and the influence of Vlogger.How to use Vlog advertising to increase the audience's purchase intention and achieve marketing purposes has become an important issue that brands need to solve urgently.In order to understand which factors in Vlog advertising can affect audience's purchase intention,this paper combs the research at home and abroad on the influencing factors of consumers' purchase intention,takes trust as an important influencing factor of Vlog advertising on audience's purchase intention.According to the previous theoretical research,this paper divides trust into two dimensions: cognitive trust and affective trust,selecting six factors that affect the trust of the audience from the dimensions of advertising,audience,and advertising spokesperson.Finally,this paper builds a model of factors that influence the purchase intention of Vlog advertising audiences.In this paper,the structural equation model method is used to analyze the sample data,the results show as flows: First,the cognitive trust and emotional trust of Vlog advertising audiences have a significant positive impact on purchase intentions,confirming the impact of audience trust on consumers' purchase intentions;Second,from the perspective of the impact of Vlog advertising on the audience's cognitive trust,the popularity of Vlog advertising,advertising sponsorship,and the professionalism of Vlogger have a significant positive impact on the audience's cognitive trust;Third,Vlogger's interactivity and audience's parasocial relationship have a significant positive impact on the audience's emotional trust.The impact of Vlogger's attractiveness on the affective trust of the audience is not significant;Finally,this research gives some suggestions on the development of Vlog advertising.