Signalling Effects of Vlogger Popularity on Online Consumers

This article investigates the effect of video loggers (vloggers) popularity on consumer credibility perception and purchase intention. It employs a two (high versus low vlogger popularity) by two (search versus experience product types) between-subject experimental design to uncover the signalling effect of vlogger popularity. While vlogger popularity influences the consumers’ credibility perception and purchase intention for all products, a high popularity vlogger is likely to be more effective in influencing the online consumers for experience products. We confirm the usefulness of the popularity construct in explaining purchase behavior in social media settings. In doing so, we provide an empirical evidence concerning the specific conditions under which credibility is more (or less) effective in influencing behavior. This study is the first to examine vlogger popularity effects in social media. Our findings provide important insights to both academics and practitioners.