Abstract:
Purpose- The main purpose of this research is to evaluate the results of v-log marketing.
Specially, I want to explore the impact of a food v-logger
build a brand image through their different antecedents and how all these change
Methodology & Design- The convenience sampling technique was used to gather data
through survey questionnaires with the total respondents of 385. Bootstrapping method,
reliability, multiple regression and CFA were used to test the data.
Findings- I found that the v-logger’s social attractiveness, entertainment motive and
relationship building motive attracts viewers the most and enhance the brand perceived
quality, brand affect and brand preference in the minds of viewers which are endorsed by the
v-loggers. Also I found that para social interaction was mediating the relationship between
the v-logger and the viewers.
Moreover, except the variable time spent on the media, all the variables factor loading of
CFA are more than 0.7 which indicates that the factor extracts the adequate variance from
that variable.
on their viewers and how he/she
occurs.
Limitations- The main limitation which disturbed me throughout the research and still
disturbing everyone all around the globe is the unexpected pandemic covid-19. Secondly, the
limited sample size ofmy research which I beliefshould be more. Lastly, I wanted to show a
particular food v-log to the people and then collect the responses from them for the authentic
data.
Recommendations- On the basis of results I got my recommendations for the marketers
would be that now the world has entered in the era of digitization. So all the marketers must
be aware about all the new ways of marketing the brands or products. Social platforms helps
to connect the brand with the digital world. Youtubers, v-loggers, social media stories, PR
packages have taken the place of marketing now a days. Which gives impeccable outcomes
to the brand or products.
