#StudyWithMe and buy this: antecedents of effective StudyTuber marketing

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-influen...

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Main Authors: Teo, Cheryl Qi En, Thung, Pei Ying, Tong, Tung Yeng
Other Authors: Chen Lou
Format: Final Year Project
Language:English
Published: Nanyang Technological University 2024
Subjects:
Online Access:https://hdl.handle.net/10356/174475
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Institution: Nanyang Technological University
Language: English
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spelling sg-ntu-dr.10356-1744752024-04-07T15:37:29Z #StudyWithMe and buy this: antecedents of effective StudyTuber marketing Teo, Cheryl Qi En Thung, Pei Ying Tong, Tung Yeng Chen Lou Wee Kim Wee School of Communication and Information chenlou@ntu.edu.sg Social Sciences StudyTube Study influencers Influencer marketing Self-disclosure valence Interactivity Social presence 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. Bachelor's degree 2024-04-01T04:54:14Z 2024-04-01T04:54:14Z 2024 Final Year Project (FYP) 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 https://hdl.handle.net/10356/174475 en CS/23/024 application/pdf Nanyang Technological University
institution Nanyang Technological University
building NTU Library
continent Asia
country Singapore
Singapore
content_provider NTU Library
collection DR-NTU
language English
topic Social Sciences
StudyTube
Study influencers
Influencer marketing
Self-disclosure valence
Interactivity
Social presence
spellingShingle Social Sciences
StudyTube
Study influencers
Influencer marketing
Self-disclosure valence
Interactivity
Social presence
Teo, Cheryl Qi En
Thung, Pei Ying
Tong, Tung Yeng
#StudyWithMe and buy this: antecedents of effective StudyTuber marketing
description 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.
author2 Chen Lou
author_facet Chen Lou
Teo, Cheryl Qi En
Thung, Pei Ying
Tong, Tung Yeng
format Final Year Project
author Teo, Cheryl Qi En
Thung, Pei Ying
Tong, Tung Yeng
author_sort Teo, Cheryl Qi En
title #StudyWithMe and buy this: antecedents of effective StudyTuber marketing
title_short #StudyWithMe and buy this: antecedents of effective StudyTuber marketing
title_full #StudyWithMe and buy this: antecedents of effective StudyTuber marketing
title_fullStr #StudyWithMe and buy this: antecedents of effective StudyTuber marketing
title_full_unstemmed #StudyWithMe and buy this: antecedents of effective StudyTuber marketing
title_sort #studywithme and buy this: antecedents of effective studytuber marketing
publisher Nanyang Technological University
publishDate 2024
url https://hdl.handle.net/10356/174475
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