ANALYSING THE CONTENT BRAND ENDORSEMENT OF HEALTHY LIFESTYLE VLOGGERS BASED ON PRODUCT PLACEMENT, MATCH-UP HYPOTHESIS, AND PARA SOCIAL INTERACTION

• Main Author: Hesliony Wisudawati (19015120), Lidya
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/28597
• Institution: Institut Teknologi Bandung

Social Media is already a part of everyday life and most of its users are active on YouTube. YouTube, as the most popular site, is a video sharing platform where one of its content is a vlog. Based on the brand perspective, vlog is an effective marketing approach. Currently, the number of vlogs in the health and fitness category is on the rise. This happens because consumers seek motivation regarding healthy lifestyle by watching vlogs. The growing popularity of health and fitness vlogs makes advertisers bold to place products in this kind of content. This kind of placement will help to speed up the sales process. With this placement, then brand endorsement is being used. This requires the attention of healthy lifestyle vloggers related to the content brand endorsement they use to market the product. This research aimed to analyze what kind of content brand endorsement that is done by healthy lifestyle vlogger by using qualitative approach which is content analysis. This research was conducted using video transcripts of 10 healthy lifestyle vloggers that have been coded and reviewed based on Product Placement, Match-Up Hypothesis, and Para-Social Interaction. The study found that Match-Up Hypothesis and Product Placement are the most important factors in content brand endorsement. Match-Up Hypothesis is related to the suitability of a product with a healthy lifestyle vlogger and criticizing brand. Whereas in Product Placement, healthy lifestyle vloggers tend to prioritize audio-visual techniques. The explanation of these two factors will be further explained in the study. The results of the study are important and useful not only for healthy lifestyle vloggers in building their popularity but also for advertisers in using vlogs as a way to market their products.