Vlogs and its Influence on Consumer Behavior

doi.org/10.70228/CBJ2022045

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ABSTRACT

This study builds upon the foundation laid by earlier research that social media influencers greatly influence consumers’ decisions and thus become an effective channel to communicate with target customers. Anchored on previous studies, this paper aims to examine the participants’ behavior towards vlogging and the extent of influence of vloggers towards them. Using purposive convenience sampling, the descriptive-correlational research design was used to gather data using a survey questionnaire from 400 participants aged 18 and above who are acquainted with vlogs. Descriptive statistics were used to interpret and analyze data. Results show that most participants find vlogs entertaining more than obtaining consumer reviews or getting more information or recommendations. Also, vlogs influence participants’ awareness, interest, and action while slightly affecting their viewers' desires. To test the hypothesis, Goodman and Kruskal's Gamma was used, and data indicated no significant relationship between the extent of influence of vloggers and participants’ behavior in terms of intention, content preference, social media platform, and duration of watching vlogs.  As a result, the researchers recommend entertaining vlog content when communicating to the Filipino audience. Entertaining vlogs may capture and retain viewers’ attention, increase the likelihood of sharing the content, and thus expand the vlog’s reach. The frequency of watching means viewers are interested in the vlog and may eventually lead to desire and action. That means creating an entertaining vlog is a significant factor that could encourage viewers to watch a specific vlogger more frequently and may eventually lead to the desire to purchase.

Keywords: vlogging, vlogger, influence, behavior, consumer