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https://hdl.handle.net/10356/174475
Title: | #StudyWithMe and buy this: antecedents of effective StudyTuber marketing | Authors: | Teo, Cheryl Qi En Thung, Pei Ying Tong, Tung Yeng |
Keywords: | Social Sciences | Issue Date: | 2024 | Publisher: | Nanyang Technological University | Source: | Teo, C. Q. E., Thung, P. Y. & Tong, T. Y. (2024). #StudyWithMe and buy this: antecedents of effective StudyTuber marketing. Final Year Project (FYP), Nanyang Technological University, Singapore. https://hdl.handle.net/10356/174475 | Project: | CS/23/024 | Abstract: | StudyTube is a YouTube genre about the student experience led by student influencers who share study tips and review study-related paraphernalia through vlogs and streams. Extant StudyTube-related academia focuses on the movement’s pedagogical and social functions, overlooking the StudyTuber-influencer’s persuasive power and marketing potential. Drawing on concepts and literature underpinning self-disclosure and interactivity, this study conducted a 2 x 2 between-subjects online experiment to investigate the effects of StudyTubers’ self-disclosure valence and interactivity levels, on audience’s product attitude and purchase intentions towards advertised education products. We found the interaction between StudyTubers’ self-disclosure valence and interactivity to have a significant effect on both product attitudes and purchase intentions. StudyTubers’ lack of interactivity with followers (vs. with interactivity) led to increased purchase intentions, and negative self-disclosures led to more favourable product attitudes and higher purchase intentions; however, these effects were not significant when StudyTubers engaged in positive self-disclosure. Mediation analysis revealed participants exposed to noninteractivity perceived the StudyTuber to have higher social presence, leading to increased product attitude and purchase intentions. Results contribute to the under-researched field of study influencer-marketing while enriching existing conceptualisations of self-disclosure valences and interactivity. Our findings also offer practical implications to StudyTubers and marketers. | URI: | https://hdl.handle.net/10356/174475 | Schools: | Wee Kim Wee School of Communication and Information | Fulltext Permission: | restricted | Fulltext Availability: | With Fulltext |
Appears in Collections: | WKWSCI Student Reports (FYP/IA/PA/PI/CA) |
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File | Description | Size | Format | |
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SCI23024_#StudyWithMe and Buy This-Antecedents of Effective StudyTuber Marketing_Research.pdf Restricted Access | 17.69 MB | Adobe PDF | View/Open |
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