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http://dx.doi.org/10.5392/JKCA.2021.21.08.032

Effects of Advertising Strategies in Corporate YouTube Channels on Consumer Responses: Focusing on Vlogs  

Song, You Jin (고려대학교 일반대학원 미디어학과)
Choi, Sejung Marina (고려대학교 미디어학부)
Publication Information
The Journal of the Korea Contents Association / v.21, no.8, 2021 , pp. 32-48 More about this Journal
Abstract
This study attends to the phenomenon of major domestic corporations advertising their respective brands on official YouTube channels, reflecting the increasing importance of YouTube as a medium for marketing communication. One hundred vlogs of corporations with an official YouTube channel were content analyzed and their banded content attributes, advertising model's characteristics, advertising appeals, creative strategy, and consumer responses were investigated. Results show that the vlogs of employees were generally formulated with information on their colleagues' tasks and interviews. Findings also demonstrate that the characteristics of the model featured in vlogs had the most significant effects on consumer responses. Amongst the creative strategies, the user image had positive effects. However, branded content characteristics and advertising appeal types were found to have relatively weak effects. This research offers a theoretical understanding of the factors that influence consumer responses to the new type of advertising, corporate vlogs, in terms of branded content characteristics and advertising strategies. From a strategic point, it is anticipated that the reinforcement of user image and the utilization of an attractive model will produce positive responses from consumers.
Keywords
YouTube; Vlog; Advertising Strategy; Advertising Appeals;
Citations & Related Records
Times Cited By KSCI : 1  (Citation Analysis)
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