Interrelationships Among Consumer Attitudes Toward VLOG Promotion

Abstract

In the past year, video blogging seems to have become a major form of information acquisition and entertainment socializing for internet users. VLOG (short for "Video Blog". To put it in a nutshell, "diary-like video") is an emerging video blogging content form and is touted by many multimedia as the next "star" of the video blogging era. Many creators have achieved self-branding and self-promotion through the continuous output of VLOG content. VLOG's visibility has greatly increased and it has become a new territory for promotion. Therefore, it is important to analyze the impact of VLOG promotional content on consumer attitudes to provide a certain theoretical basis for the development of VLOG promotions by each company. Based on a large amount of literature and book research, this paper proposes three components of attitude with reference to the ABC model of attitude. The three components of attitude are cognitive attitude, affective attitude and action tendency. Based on this, a questionnaire was designed to determine the influence of VLOG promotion on consumers' attitudes, and correlation and regression analyses were conducted on the three outcome variables according to the survey results. This article presents the guidelines for preparing camera-ready papers for FSS2021.