Product Endorsement by Opinion Leaders – the Case of Youtube Community

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F46747885%3A24310%2F21%3A00009008" target="_blank" >RIV/46747885:24310/21:00009008 - isvavai.cz</a>

Výsledek na webu

<a href="http://dx.doi.org/10.1007/978-3-030-93131-5_8" target="_blank" >http://dx.doi.org/10.1007/978-3-030-93131-5_8</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.1007/978-3-030-93131-5_8" target="_blank" >10.1007/978-3-030-93131-5_8</a>

Jazyk výsledku

angličtina

Název v původním jazyce

Product Endorsement by Opinion Leaders – the Case of Youtube Community

Popis výsledku v původním jazyce

Content creators are now an integral part of brands‘ communication strategies to integrate the advertising message organically into pre-existing content such as partnerships, product placements, and sponsored content. It is this power of influence over a target audience that brands seek. However, its effectiveness is conditioned by many factors. These factors may include prerequisites such as the influencer being perceived as a credible source with his audience, the subscriber having a parasocial relationship with the influencer, or the subscriber feeling homophily towards the influencer. This chapter explores the dynamic between influencer endorsement on Youtube and brand attitudes and shopping intentions. The chapter combines the information from 20 test sessions, including a real brand-YouTuber collaboration video and the analysis of comments posted under this video.

Název v anglickém jazyce

Product Endorsement by Opinion Leaders – the Case of Youtube Community

Popis výsledku anglicky

Content creators are now an integral part of brands‘ communication strategies to integrate the advertising message organically into pre-existing content such as partnerships, product placements, and sponsored content. It is this power of influence over a target audience that brands seek. However, its effectiveness is conditioned by many factors. These factors may include prerequisites such as the influencer being perceived as a credible source with his audience, the subscriber having a parasocial relationship with the influencer, or the subscriber feeling homophily towards the influencer. This chapter explores the dynamic between influencer endorsement on Youtube and brand attitudes and shopping intentions. The chapter combines the information from 20 test sessions, including a real brand-YouTuber collaboration video and the analysis of comments posted under this video.

Druh

C - Kapitola v odborné knize

CEP obor

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OECD FORD obor

50204 - Business and management

Projekt

<a href="/cs/project/TJ02000206" target="_blank" >TJ02000206: Rozvoj dovedností nezbytných pro digitální transformaci podnikání</a><br>

Návaznosti

P - Projekt vyzkumu a vyvoje financovany z verejnych zdroju (s odkazem do CEP)

Rok uplatnění

2021

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název knihy nebo sborníku

Achieving Business Competitiveness in a Digital Environment: Opportunities in E-commerce and Online Marketing

ISBN

9783030931308

Počet stran výsledku

32

Strana od-do

207-239

Počet stran knihy

239

Název nakladatele

Springer Nature

Místo vydání

Cham

Kód UT WoS kapitoly

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