•  
  •  
 

Abstract

This empirical study examines the effects of user generated vlogs (UGV) versus brand generated ads (BGA) on consumer decisions on YouTube. UGV refers to any type of review video content about brands or products, created and published by users on YouTube. BGA refers to brand generated advertisements on YouTube. Guided by the elaboration likelihood model of persuasion, this online experimental research involved a 2 (source: UGV versus BGA) X 2 (involvement: high versus low) X 2 (gender: male versus female) between-subjects research design. Results showed that UGV elicited significantly greater effects on consumer brand attitudes and purchase intentions than BGA, when involvement was high. No significant gender differences were observed. In a constantly growing YouTube influencer economy, this study offers important theoretical and managerial implications.

Creative Commons License

Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License.

DOI

10.20429/jamt.2022.090105

Publication Date

9-30-2022

Recommended Citation

Diwanji, Vaibhav S. and Lee, Jaejin (2022). Comparing the effects of user generated video reviews and brand generated advertisements on consumer decisions on YouTube. Journal of Applied Marketing Theory, 9(1), 48-75. ISSN: 2151-3236.

ref_jamt2022090105.pdf (376 kB)
Supplemental DOI list

Share

COinS