An investigation into viewers’ trust in and response towards disclosed paid-for endorsements by YouTube lifestyle Vloggers.

Abstract

This study investigates viewers’ trust in and response towards disclosed paid-for endorsements by YouTube lifestyle vloggers. With the law now enforcing disclosure of sponsorship within vlogger endorsements, this research is topical. This study explored the credibility of lifestyle vloggers, viewers’ attitudes towards paid-for endorsements and disclosure, and viewers’ responses towards endorsements. The research employed a qualitative method and found that lifestyle vloggers are considered by their viewers as highly credible and influential individuals. Disclosure was seen to increase vlogger credibility, improving the acceptance of the endorsement message. This was however only seen where the viewer had a positive pre-existing relationship with the vlogger. Where the viewer did not have a positive pre-existing relationship with the vlogger, a perception of opportunistic behavior commonly arose in association with the paid-for endorsement. Thus, the research found the disclosed sponsorship can still be effective where the recipient is an avid viewer.