YouTube vloggers' influence on consumer luxury brand perceptions and intentions

Abstract

This study examines how video blogs (vlogs) influence consumer perceptions of luxury brands. Using para-social interaction (PSI) and social comparison theory, this study proposes a model that assesses the influence of physical attractiveness, social attractiveness, and attitude homophily of video blogger (vlogger) on PSI; and PSI effects on luxury brand perceptions (i.e., brand luxury, luxury brand value, and brand-user-imagery fit) and luxury brand purchase intentions. Study 1 tests the hypothesized model using structural equation modeling (SEM). Results supported the proposed model. Using within-subject design by comparing pre- and post-luxury perceptions, Study 2 finds luxury brand perceptions were significantly increased after watching vlog and increases were moderated by PSI with the vlogger. Study 3 investigated vlog effects on luxury brand perceptions and purchase intentions using between-subject design. Results show that luxury brand perceptions and purchase intentions for the experimental groups, who watched vlogs reviewing luxury products, were higher than control group, who did not watch vlog. Overall, the findings generally support for PSI as a brand management tool and the use of YouTube for positive perceptions of luxury brands.