Can a Vlogger Help to Build Brand Awareness? The Impact of Vloggers on Customers’ Attitude towards Brand Advertisement and Purchase Intention

Objective: This study derives from the postulates of the theory of reasoned action (Fishbein Ajzen, 1975) and the theory of planned behaviour (Ajzen, 1991) to explore the impact of vloggers on customers interested in beauty products. Particularly, this study examines whether the attitude toward vlog...

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Veröffentlicht in:	Journal of Intercultural Management 2023-03, Vol.15 (1), p.4-40
Hauptverfasser:	Krywalski Santiago, Joanna, Su, Xiaolin
Format:	Artikel
Sprache:	eng
Schlagworte:	Advertisements attitude towards brand attitude towards vlogger Brand identification Brand image Brands Business Economy / Management Consumer attitudes Customers Health & beauty aids Influencer marketing M30 M31 Marketing / Advertising Perceptions Purchase intention Social networks Theory of planned behavior vloggers
Online-Zugang:	Volltext
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