The impact of Danmu technological features on consumer loyalty intention toward recommendation vlogs

A perspective from social presence and immersion

Bibliographic Data

ID21596146
AuthorsTiantian Yang (0000-0002-5194-4090, University of Science and Technology of China), Feng Yang (0009-0008-1432-2234, University of Science and Technology of China), Jinqi Men (0000-0002-5234-6674, University of Science and Technology of China)
Year2022
Volume35
Issue4
Pages1193-1218
Publication date2022-06-06
Peer ReviewedYes
Open AccessYes
TypeARTICLE
VenueInformation Technology and People (JOURNAL)
Journal identifiersISSN: 0959-3845 • E-ISSN: 1758-5813
PublisherEmerald (PUBLISHER)
DOI10.1108/itp-01-2021-0008
OpenAlexW3171236040
LanguageEN
Citations received8
References cited84

Purpose This study investigates how Danmu (danmaku) technological features (DTFs) of recommendation vlogs (rec-vlogs) impact consumer experiences and decisions. Design/methodology/approach The authors adopt the partial least squares structural equation modeling (PLS-SEM) technique with a sample of 422 viewers of Danmu-enabled rec-vlogs to examine the proposed model. Findings The DTFs positively affect consumer loyalty intentions through the mediation of social presence and immersion. Also, vlogger-product congruency significantly moderates the relationship between social presence and immersion. Originality/value With the increasing popularity of vlogs, retailers have adopted the vlog as a new marketing channel to connect with consumers. Although a growing body of studies focuses on this phenomenon, little is known about how DTFs help to increase consumer loyalty toward using rec-vlogs as product information sources. Anchored on the stimulus–organism–response framework, this study investigates how pseudo-synchronicity, Danmu-content congruency and parallelism, three DTFs used in rec-vlogs, impact consumer experiences of social presence and immersion, eventually influence the consumers' loyalty intentions toward rec-vlogs. The authors also examine whether the effect of social presence on immersion is contingent on vlogger-product congruency. These findings have implications for both researchers and practitioners to understand the effect of DTFs in the context of rec-vlogs

Advertising · Business · Loyalty · Structural equation modeling · Synchronicity · Computer Science · Consumer Behavior in Brand Consumption and Identification · Digital Marketing and Social Media · Psychology · Social Psychology · Technology Adoption and User Behaviour · Marketing

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