A research of the vloggers' motivations to VLOG
Abstract
Purpose
This study aims to explore what motivated the vlogger to vlog. Besides, the research hope to build the framework about factors affecting the viewers’ attitude toward advertising in vlogs.
Design/ Methodology/ Approach
The qualitative method is applied in the research. There are 7 in – depth interviews with 7 vloggers. to analyze data, the content analysis and cross – case analysis have be conducted. .
Findings
The findings reveal that there are 6 motivations of vloggers: expression, influence, concern for others, social benefits, economic incentives, and passion. Furthermore, it is evident that vloggers concern about: self – disclosure, interactivity, informativeness, technology, entertainment, topics, and credibility. These one are also the factors that affect the viewers’ attitude towards advertising via vlogs.
Implication
The study provides practical insight of the vloggers’ motivations and concern when vlogging. It is helpful not only for vloggers who want to start their career as vloggers and want to be better in the future but also the companies who want to advertise via vlogs.
Keywords
Vlog, vloggers, motivation, User – generated content, eWOM, attitude toward advertising