Video content creation by “amateur” private users has taken on professional (ie work)
characteristics. The emergence of user-centric video sharing services (eg YouTube, Twitch …

Video-sharing platforms (VSPs) such as YouTube, TikTok, and Twitch have grown rapidly in
recent years and attracted millions of users. Research topics such as online communities …

This study examines how homophily, emotional attachment, and credibility influence the
popularity of a video blogger (hereinafter referred to as vlogger) and his/her viewers' …

Livestreaming is an important marketing channel that could create viewers' emotional
engagement with hotels and hence boost purchase. Parasocial interaction theory explains …

In the past decade, the social media platform has dramatically changed individuals' daily
activities in real life and on the Internet, including shopping, socialization, entertainment …

Travel vlogs are popular, but how audiences get involved while watching remains unclear.
This study explored audience involvement along with expressions of travel intention. A …

Sponsored videos have rapidly emerged as an important marketing tool as video sharing
platforms and the popularity of video influencers have grown. However, little research …

Purpose This paper aims to explore how parasocial relationships with Korean celebrity
endorsers on social media result in brand credibility and loyalty. Design/methodology …

The importance of social media for advertising and marketing has brought growing interest
and investment into sponsored influencers. However, much is unknown about the …

This study investigates the effectiveness of Vlogs as an advertising tool to promote the
tourism sector in Pakistan using Ducoffe's Advertising Value Model and stimulus-organism …