International journal of advanced smart convergence

The Institute of Internet, Broadcasting and Communication (한국인터넷방송통신학회)
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Influencer Attachment and Consumer Response to Product Links in Native Video Ads: An Empirical Study on Bilibili's Platform

  • Hu, Jiayu (Division of Communication & Media, Ewha Womans University) ;
  • Chen, Mingyuan (Division of Communication & Media, Ewha Womans University) ;
  • Yoo, Seungchul (Division of Communication & Media, Ewha Womans University)
  • Received : 2024.01.28
  • Accepted : 2024.02.15
  • Published : 2024.03.31
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Abstract

This study explores an innovative advertising technique on Bilibili, where product links are embedded as bullet comments visible only to mobile app users. The research involved 140 participants, divided equally between followers and non-followers of a popular influencer, 'Gourmet WanggangR.' These groups were further split, with half viewing a video containing the product link on the app and the other half via PC. The study revealed that influencer attachment significantly increased viewer immersion (transportation) and positively influenced attitudes towards the content, which in turn elevated purchase intentions. Importantly, the influencer's followers showed a stronger attachment and more favorable attitudes towards the content, alongside a heightened likelihood to purchase the advertised product. The presence of the product link further accentuated these effects among the influencer's followers. Conversely, in the absence of the link, the correlation between influencer attachment and content attitude was less pronounced. These findings highlight the effectiveness of embedding product links in video content as a marketing strategy, particularly when targeting an influencer's followers through mobile platforms.

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