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Can a Vlogger Help to Build Brand Awareness? The Impact of Vloggers on Customers’ Attitude towards Brand Advertisement and Purchase Intention

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  • Santiago Joanna Krywalski

    (1 Universidade de Lisboa, ISEG – Lisbon School of Economics and Management, CSG/ADVANCE, Portugal)

  • Su Xiaolin

    (2 Universidade de Lisboa, ISEG – Lisbon School of Economics and Management, Portugal)

Abstract

This study derives from the postulates of the theory of reasoned action (Fishbein & Ajzen, 1975) and the theory of planned behaviour (Ajzen, 1991) to explore the impact of vloggers on customers interested in beauty products. Particularly, this study examines whether the attitude toward vlogger’s recommendations impacts the attitude toward the brand advertisement, and what their influence on consumers’ purchase intention is.

Suggested Citation

  • Santiago Joanna Krywalski & Su Xiaolin, 2023. "Can a Vlogger Help to Build Brand Awareness? The Impact of Vloggers on Customers’ Attitude towards Brand Advertisement and Purchase Intention," Journal of Intercultural Management, Sciendo, vol. 15(1), pages 4-40, March.
    • Handle: RePEc:vrs:joinma:v:15:y:2023:i:1:p:4-40:n:2
    DOI: 10.2478/joim-2023-0001
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    References listed on IDEAS

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    More about this item

    Keywords

    vloggers; attitude towards vlogger; attitude towards brand; purchase intention;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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