In Vlogs We Trust: Consumer Trust in Blog and Vlog Content

About this item

Title

In Vlogs We Trust: Consumer Trust in Blog and Vlog Content

Content partner

Auckland University of Technology

Collection

Tuwhera

Description

In the digital age we live in, consumers seek out product information from their online peers via electronic word-of-mouth information platforms such as blogs and vlogs. Vlogs (i.e. video blogs) are typically hosted on online video-sharing sites such as YouTube. Some vloggers attract hundreds of thousands or even millions of followers, which has spawned a new approach to consumer persuasion, influencer marketing (Glucksman, 2017). However, although consumers trust online user-generated produc...

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Format

Research paper

Research format

Thesis

Thesis level

Doctoral

Date created

2019

Creator

Lockie, Maree Alice

URL

https://openrepository.aut.ac.nz/handle/10292/12975

Related subjects

Blog / Vlog / Content creators / Authenticity / Parasocial / Trust / eWOM / WOM / Consumer information

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