The Journal of Bigdata (한국빅데이터학회지)

Korea Bigdata Society (한국빅데이터학회)
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Examining the Impact of Controversial Paid Advertisements by YouTubers on Consumer Boycott Intentions

  • Ming Wang (Modern Industrial School of Health Management, Jinzhou Medical University) ;
  • Jaewon Choi (Dept. of Business Administration, Soonchunhyang University)
  • Received : 2023.11.21
  • Accepted : 2023.12.06
  • Published : 2023.12.31
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Abstract

This study investigates the impact of perceived risk, perceived deception, and negative emotional factors on consumer distrust, dissatisfaction, and boycott intentions towards both YouTubers and products that fail to adequately disclose paid advertisements, commonly referred to as "hidden advertisement." Conducted through an online survey, 306 YouTube viewers from South Korea participated in the study. The findings reveal several key insights. Firstly, perceived deception, perceived risk, and negative emotional factors are identified as contributors to increased consumer distrust and dissatisfaction. Secondly, both consumer distrust and dissatisfaction exhibit positive correlations with boycott intentions towards YouTubers and products. This research seeks to unravel the intricacies of online consumer boycott intentions and aims to elucidate the underlying reasons behind such actions. It is noteworthy that in this context, the ramifications of boycotts extend beyond influencers or YouTubers alone, impacting consumer distrust and dissatisfaction, thereby influencing boycott intentions towards the associated products and exerting a lasting impact on a company's branding efforts.

Keywords

Acknowledgement

본 연구는 순천향대학교 학술연구비 지원으로 수행하였음.

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