| dc.description.abstract | In this research, the efficacy of brand endorsements in vlogs is investigated
by evaluating the effects of audience participation, parasocial relationships and its
antecedents on the perceived credibility of the beauty vlogger and brand attitudes. The
theoretical concept framework is tested using a quantitative method. The questionnaires
are delivered to the target respondents, who are between the ages of 18-35 and living
in Ho Chi Minh City. Data is gathered using an online survey. The acquired data will
be processed and analyzed using SPSS and SmartPLS to measure the effects of
audience participation, audience participation, parasocial relationships and its
antecedents on the beauty vlogger’s perceived credibility and brand attitudes | en_US |
