Exploring audience engagement in YouTube vlogs through consumer engagement theory: the case of UK beauty vlogger Zoe Sugg.

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ZHANG, Hantian and LEE, John (2023). Exploring audience engagement in YouTube vlogs through consumer engagement theory: the case of UK beauty vlogger Zoe Sugg. First Monday, 28 (4).

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Official URL: https://firstmonday.org/ojs/index.php/fm/article/v...
Open Access URL: https://firstmonday.org/ojs/index.php/fm/article/v... (Published)
Link to published version:: https://doi.org/10.5210/fm.v28i4.11822

Abstract

Through the lens of consumer engagement theory, this research develops a case study of UK vlogger and influencer Zoe Sugg. The finding suggests that YouTube vloggers’ implementation of interaction, rewards and information offers as audience engagement factors can be seen as contributing to their consumer engagement as personal brands on YouTube. This research bridges gaps regarding the application of consumer engagement theory to vlogging. It offers new directions for exploring audience experience with vloggers and similar social media creators from a perspective of obtaining consumer engagement.

Item Type: Article
Uncontrolled Keywords: 0806 Information Systems; 0807 Library and Information Studies; 2001 Communication and Media Studies; Information & Library Sciences
Identification Number: https://doi.org/10.5210/fm.v28i4.11822
SWORD Depositor: Symplectic Elements
Depositing User: Symplectic Elements
Date Deposited: 14 Dec 2022 11:30
Last Modified: 12 Apr 2023 12:04
URI: https://shura.shu.ac.uk/id/eprint/31174

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