Analyzing the Influence of V-Logs on the Purchase Intention in the Sports Goods Industry- The Role of Brand Awareness as the Mediator and Perceived V-Logger Capability as Moderator

Abstract

With the introduction of new social media platforms like Facebook and YouTube, which gave individuals a place to readily connect by sharing any kind of material, the digital revolution (2003–2005) got underway. Additionally, it opened up a lot of doors for companies to grow and concentrate on social media marketing. As a result, photo-rich written editorial blogs grow in popularity and effectiveness as a content marketing technique, initially drawing attention and influence from readers all over the world. With the explosive rise of video blogs, blogging transformed in 2006 when Google paid $1.65 billion to acquire YouTube, making it one of the most widely used social media platforms online. Users of YouTube can create, watch, upload, and share videos on any subject, as well as about goods and services theyemploy. The shift from text to visual marketing in social media and consumer behavior was brought about by this growing popularity (Irfan, Malik &Zubair, 2022). There are numerous approaches to marketing with vlogs. To promote their products and services, marketers can either start their own V-Logs social media channel or pay vloggers to vlog about them (Liu & Zhang, 2019). Vlog advertising is a terrific way for businesses to reach vloggers' following and boost sales. It also aids in enhancing how their items are perceived. Vloggers can enhance the perception of a destination by interacting with their followers and by sharing informative content. This makes V-Logs a means of consumer-to-consumer marketing. Travel vloggers use audio-visual tools to record their trips on vlogs for a variety of countries, covering culture, people, food, etc. Their followers can then consume similar experiences by leaving feedback in the form of E-WOMs, which could have a favorable impact on followers' intention, regularity, and routine of travel and persuade them to eventually follow.