The Influence Of Para-social Interaction On Brand Trust In The Context Of Vlog

Internet technology has promoted the development of social media,and video has become the main tool of para-social interaction.As a new form of social media,Vlog has attracted the attention of vloggers(video bloggers),consumers and marketers.Vlog records vlogger's daily life,providing a virtual social space to allow consumers communicate with vloggers face to face.In addition,the commercialization of Vlog is in the exploratory stage.By sponsoring the vloggers' vlog,the enterprise has achieved its product promotion and marketing goals.Therefore,using Vlog to realize commercialization is a new way in the future marketing field.How to use Vlog for brand marketing and how to effectively balance the relationship among video bloggers,consumers and brands are the research significance of this paper.Although Vlog has great potentialities in the marketing field,the research on Vlog marketing is still lacking.Most of the research on Vlog is mainly analyzed from the perspective of communication.Existing studies have analyzed the antecedents of parasocial interaction from the perspectives of attractiveness,source credibility and celebrity endorsement congruence,but the internal mechanism and boundary conditions of para-social interaction affecting brand trust have not been proved.How does the para-social interaction between consumers and video bloggers affect brand trust? What role does source credibility play in it? What role does sponsorship and product type play in the commercialization of Vlog? These are the research purposes of this paper.Based on Para-social interaction theory,source credibility,social exchange theory and persuasion knowledge model,this paper explains the internal mechanism and boundary conditions in the influence of para-social interaction between consumers and video bloggers on brand trust.In this paper,an experiment are designed for hypothesis testing.The main conclusions of this paper are as follows:(1)Para-social interaction has a positive and significant effect on brand trust;(2)The effect of para-social interaction on brand trust is partly mediated by source credibility;(3)Sponsorship positively regulates the relationship between para-social interaction and source credibility,when there is a sponsorship,the higher the level of para-social interaction,the more it can significantly increase the source credibility.This paper enriches the research of Vlog and provides empirical supplement for Vlog research in marketing field.This paper broadens the application scope of parasocial interaction theory,source credibility and social exchange theory,and supplements the internal mechanism of para-social interaction in marketing field,and provides theoretical bases and empirical research for the research of para-social interaction in marketing field.This paper supplements the research on the relationship between Vlog and sponsorship,and provides theoretical guidance for the commercialization of Vlog.This paper provides theoretical bases and guidances for video bloggers and brands to provide better Vlogs' contents and achieve marketing goals.