This study examines how video blogs (vlogs) influence consumer perceptions of luxury brands. Using para-social interaction (PSI) and social comparison theory, this study proposes a model that ...assesses the influence of physical attractiveness, social attractiveness, and attitude homophily of video blogger (vlogger) on PSI; and PSI effects on luxury brand perceptions (i.e., brand luxury, luxury brand value, and brand-user-imagery fit) and luxury brand purchase intentions. Study 1 tests the hypothesized model using structural equation modeling (SEM). Results supported the proposed model. Using within-subject design by comparing pre- and post-luxury perceptions, Study 2 finds luxury brand perceptions were significantly increased after watching vlog and increases were moderated by PSI with the vlogger. Study 3 investigated vlog effects on luxury brand perceptions and purchase intentions using between-subject design. Results show that luxury brand perceptions and purchase intentions for the experimental groups, who watched vlogs reviewing luxury products, were higher than control group, who did not watch vlog. Overall, the findings generally support for PSI as a brand management tool and the use of YouTube for positive perceptions of luxury brands.
Interference is a mistake generally made by second language learners because they are influenced by their first language ability. Meanwhile, phonological interference is a mistake that occurs at the ...sound level due to changes in phonemes influenced by knowledge of the sound system in the first language. This paper discusses the errors of second language learners in understanding the sound changes that occur in the language they are learning. This study aims to describe the forms and factors that cause phonological interference committed by “Tes Wasedaboys Tulis Nama Makanan Indonesia! Ngakak Banget!”. The method used in the research is descriptive qualitative method with the theory referring to Weinrich's interference theory (1953). The data collection method used is the listening method with free listening technique. Based on the analysis that has been done, the form of phonological interference that occurs in the YouTube video on the Nihongo Mantappu channel entitled “Tes Wasedaboys Tulis Nama Makanan Indonesia! Ngakak Banget!” is divided into 2 classifications, namely 9 data of vowel phoneme interference and 8 data of consonant phoneme interference. Each interference is divided based on the addition of phonemes as much as 3 data, based on phoneme changes as much as 7 data, and based on phoneme reduction as much as 7 data. The factors that cause phonological interference are (1) bilingualism of speech participants which amounted to 3 data, (2) differences in vowel sounds and writing methods which amounted to 11 data, (3) carrying the mother tongue which amounted to 3 data.
Youtube merupakan salah satu bentuk media komunikasi pada masa kini. Youtube sebagai media sosial masa kini memuat keberagaman penggunaan bahasa menjadi penting untuk diteliti. Penelitian ini ...bertujuan untuk mendeskripsikan dan menjelaskan bentuk dan fungsi deiksis sosial dalam vlog Upacara Bakar Jenazah Ngaben, Bali. Penelitian ini menggunakan metode penelitian kualitatif dengan pendekatan analisis konten. Data penelitian ini merupakan data kualitatif berbentuk kata yang diperoleh dari analisis dokumen berupa vlog Upacara Bakar Jenazah Ngaben, Bali channel Youtube Dzawin Nur tayangan 19 Maret 2020. Sumber data penelitian ini adalah channel Youtube Dzawin Nur. Simpulan penelitian: (1) Dalam vlog Upacara Bakar Jenazah Ngaben, Bali ditemukan 19 bentuk deiksis sosial, antara lain: Coy, Gua, Aku, Saya, Ida Bagus, Dia, Gungde, Bli, Anda, Gus, Lu, Bro, Pak, Almarhum, Paman, Kamu, Jenazah, Teman-teman, dan Nyerot; (2) Fungsi deiksis sosial dalam vlog Upacara Bakar Jenazah Ngaben, Bali antara lain sebagai (a) pembeda status sosial dan konteks, (b) menunjukkan keakraban atau kekerabatan, (c) bentuk penghormatan, dan (d) bentuk penyelarasan aspek-aspek sosial budaya.
This study examines the effectiveness of brand endorsements in vlogs (video blogs) by assessing the role of audience participation, parasocial relationship, and valence toward vlog endorsements on ...the perceived credibility of the vlogger and brand attitudes. Four experimental conditions were created on Qualtrics based on a YouTube vlog where the endorser reviewed a few products. The data were collected using Mturk and analyzed with 203 usable responses. The findings indicate that audience participation in the vlog enhances para-social relationship with the vlogger, thus further fostering the vlogger's perceived credibility as an endorser. Additionally, the valence of the audience's attitudes toward vlog endorsements moderates the audience participation–parasocial relationship. The results show that vlogs with high levels of audience participation are more likely to increase the acceptance of the brand's endorsement via enhanced credibility perceptions among viewers. Hence, time should be spent choosing vloggers who are active in the online community. This study contributes to the understanding of the distinct characteristics of vlogs that specifically affect endorsement effectiveness. The focal role of parasocial relationship for message acceptance in the context of vlogs is also highlighted.
This research explored the pronunciation errors produced by the students in their vlog projects and the linguistics factors that contributed to their errors. This study employed a descriptive ...qualitative method. The data were collected from the vlogs made by the students which were uploaded on Youtube channels. The participants were 30 students of the Air Transport Management study program in STTKD Yogyakarta. The data collection technique was done by observation and documentation. The data were analyzed by applying qualitative data analysis. The data were classified using the theory from Bonaventura, Herron, and Menzel (2000). The results showed that there were 67 pronunciation errors existed in the vlog projects. The mispronunciations could be categorized into three types of errors, namely: the problems of non-native sounds as many as 34%, the carry-over of pronunciation regularities from the mother tongue as many as 45%, and the over-generalization of target language (L2) regularities as many as 21%. It is expected that the findings can help students diagnose their errors and mistakes in English pronunciation and later can motivate them to improve their English proficiencies. Besides, it can help the teachers develop strategies to minimize students’ errors in pronunciation.
Vlog merupakan singkatan dari Video blog. Isi dari konten Vlog lebih ke memberikan informasi. Keterampilan berbicara merupakan kunci utama dari konten berjenis Vlog. Tujuan dari penelitian ini adalah ...untuk mengetahui pengaruh Vlog di YouTube terhadap perilaku komunikasi Siswa/i SMP Nusantara Plus, Ciputat, Tangerang Selatan. Penelitian menggunakan metode survey eksplanatif, dengan pendekatan kuantitatif. Untuk mendapatkan jumlah sampel penelitian, digunakan rumus slovin. Jumlah anggota populasi Siswa/i sebanyak 406 orang, dan setelah dihitung didapatkan hasil sampel sebanyak 80 orang. Data primer didapatkan dari responden melalui kuesioner dengan alat ukur berupa skala likert. Hasil jawaban responden diolah menggunakan SPSS. Data dianalisis dengan menggunakan analisis regresi linear sederhana. Uji validitas menggunakan metode Kaiser Mayer Olkin dan reliabilitasnya diukur menggunakan metode Cronbach Alpha. Hasil dari penelitian ini memperlihatkan bahwa konten Vlog di YouTube memiliki pengaruh sebesar 36,1% terhadap perilaku komunikasi Siswa/i SMP Nusantara Plus. Siswa/i menggunakan bahasa gaul, meniru gerakan tubuh, dan meniru gaya berpakaian karena memperoleh inspirasi dari Vlogger yang ada pada konten Vlog yang ditontonnya.
Drawing on the notion of parasocial interaction (PSI) and the social comparison theory, this experimental research examines how nutritionist video bloggers (vloggers) influence consumer compliance ...intentions toward healthy, weight-loss diets. Drawing on two samples (Mexican Americans and White Caucasians) and using structural equation modeling and mediation analysis, this research highlights vloggers’ credibility and physical attractiveness, but not homophily, as salient source characteristics that influence PSI, which in turn reinforces compliance intention. Moreover, consumer readiness, consisting of role clarity, ability, and motivation, serves as a partial mediator of the PSI–compliance intention relationship. Lastly, consumer health consciousness emerged as a significant moderator of the PSI–compliance intention relationship among White Caucasians, but not among Mexican Americans. The findings and their implications are discussed.
PurposeAs independent travel has become increasingly popular in recent years, factors influencing users’ attitudes and behaviors should be explored. Besides, the rise of video platforms like YouTube, ...Bilibili and TikTok has led to the flourishing of user generated content (UGC), among which travel vlogs have become convenient and essential references for tourists before and while they travel on their own.Design/methodology/approachThis research used quantitative analysis through a survey designed for young people, as most vlog viewers are in those age groups, to explore the attitudes and perceptions of vlog preference, attitudes and cognizance of travel vlogs among different gender, guided by the decision-making theory and preference theory with 455 participants.FindingsSurvey results showed that both genders have common choices regarding travel vlog preference, attitudes, sharing and cognizance. Yet, gender differences appear in some cognition of travel vlogs and specific preferences, such as information searching habits, trusty travel and information sources.Originality/valueExisting studies focus on the influence of platforms on users, but scant studies focus on user perceptions of vlogs as a new information carrier for young people in East Asia, especially regarding gender differences, which is crucial in media-based marketing. This research provides practical suggestions to marketers and vloggers to attract and engage different genders of young people and theoretical implications on decision and preference theories.
Technology offers various means to enhance teaching and learning. In this study, Video Blogging (VLOG) was implemented as a tool for second language learning. The aim of the study was to investigate ...the use of VLOG to enhance the speaking skills of Malaysian secondary school students and to explore their experiences of using VLOG. The participants consisted of 80 Form 2 students enrolled in a Malaysian public school. This study employed a qualitative research design and collected data through open-ended questionnaires and semi-structured interviews. Data collected from the questionnaire and interview were analyzed using thematic analysis. Based on the findings, the study demonstrated that using VLOG contributed positively to the students’ speaking skills by improving their fluency, motivating them to speak in English, and enhancing their vocabulary. Considering the findings, it is recommended for teachers and practitioners to incorporate VLOG in the teaching and learning of speaking in the second language classroom.
The evaluation of Shokyu Kaiwa1 and Shokyu Kaiwa2 courses (basic speaking level 1 and 2) were mainly conducted using role play method, where students in pairs conducted a conversation about a theme ...within a predetermined duration of time. It is known that this kind of evaluation is considered to be less optimal to explore students' speaking abilities. Conversational material only revolves around simple everyday conversations that have been memorized before, and it is possible that they only memorize certain parts of the conversation. With this background, in this research, a method of evaluation that is approximated to be able to explore the ability to speak more optimally is done through vlog (video blogging) which has recently become a popular thing, especially among young people. This research is a descriptive study, with a sample of the Japanese language students major in the second semester of the year 2018 in Universitas Pendidikan Indonesia. The step taken in this study was stimulating students to prepare what must be discussed first, such as giving a variety of material relating to Japanese culture or Japanese habits. The results of this study showed that the students' speaking ability is increased, and students are conveying the conversation materials more freely. The sentence patterns used by students was not limited to the material that has been taught, but exceeded the sentence patterns given in the second semester. Further, students are able to develop the story materials given previously. Thus, it is known that the use of vlogs in evaluating the learning of the Shokyu Kaiwa course had a positive impact on improving the speaking skills of Japanese Language Education students.
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