Vlog my life: how vloggers’ self-disclosure and co-creation with consumers influence relationship-building and advertising outcomes

Vlogs have become vehicles not only for authentic self-expression but also for audience building and advertising generation. However, key factors and mechanisms that shape consumers’ relational experiences and advertising effectiveness in vlogs remain unclear. Drawing upon uncertainty reduction theory, the authenticity model of computer-mediated communication, and co-creation literature, this research examines the interplay between vloggers’ self-disclosure (high vs. low) and co-creation with consumers (co-creation vs. no co-creation) in influencing vlog advertising effectiveness. Results from two experiments revealed a moderated serial mediation mechanism: vloggers with low (vs. high) self-disclosure, when co-creating with consumers (vs. no co-creation), elicited higher perceived authenticity and led to greater reductions in relational uncertainty. This reduced relational uncertainty positively correlated with product interest and purchase intention. These findings contribute to the theoretical understanding of self-disclosure and co-creation effects and advance influencer advertising research by uncovering the cognitive mechanism through which perceived authenticity and uncertainty reduction sequentially foster relationship-building and generate favorable advertising outcomes.