Abstract
Video content creators or vloggers are a rising force in social media marketing. This study employed content analysis of the strategies used by financial vloggers (also known as finfluencers) on YouTube and Bilibili platforms to construct strategic authenticity. A sample of financial vloggers in China and the U.S. (N= 61) was analyzed for their authenticity strategies. The results revealed that vloggers from both cultures use a variety of authenticity strategies, including directly addressing their audiences, looking at the camera, using colloquialisms, dressing casually, disclosing personal information, and displaying emotions. There were also significant differences. Chinese vloggers were more likely to remain behind the camera and American vloggers were more likely to dress casually and engage in self-disclosure. Regression analysis also found that camera presence had a significant effect on viewer engagement levels among the Chinese sample.
| Original language | English |
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| Publication status | Published - 30 Jun 2023 |
| Event | The 21st International Conference on Research in Advertising, ICORIA 2023: Harder, Better, Faster, Stronger: Advertising and Communication between Immediacy and Sustainability - Bordeaux, France Duration: 29 Jun 2023 → 1 Jul 2023 https://www.europeanadvertisingacademy.org/icoria2023/ |
Conference
| Conference | The 21st International Conference on Research in Advertising, ICORIA 2023 |
|---|---|
| Abbreviated title | ICORIA 2023 |
| Country/Territory | France |
| City | Bordeaux |
| Period | 29/06/23 → 1/07/23 |
| Internet address |
User-Defined Keywords
- social media influencer
- strategic authenticity
- financial vlogger
- content analysis