p–ISSN: 2723 - 6609 e-ISSN: 2745-5254

Vol. 5, No. 2 February 2024 http://jist.publikasiindonesia.id/

Doi: 10.59141/jist.v5i2.905 445

VLOGGER AND BRAND CREDIBILITY PERCEPTION: A SYSTEMATIC

LITERATURE REVIEW OF ENDORSEMENT EFFECTIVENESS IN

YOUTUBE VLOGS

*Correspondence

advertising industry. Historically, advertising services have always involved audience

monetization in the business industry, and businesspeople will choose what media

platforms can reach more audiences (Appel, Grewal, Hadi, & Stephen, 2020). Social

media such as Instagram, TikTok, Facebook, and YouTube have become a part of

people's lives that cannot be separated. According to datareportal.com, in 2022, the

number of social media users in Indonesia will reach 191.4 million, equivalent to 68.9%

of the country's total population. Compared to 2021, the number of social media users in

Indonesia increased by 12.6% or 21 million users (Rania, 2018).

Among various types of social media, YouTube is the social media that has the

most active users. At the beginning of 2022, YouTube users in Indonesia reached 139

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Various types of vlog content, such as beauty, food, fashion, games, and others,

have become trends spread all over the world. Like other social media platforms, the high

consumption of YouTube vlogs among the public has created a new trend for content

creators. Online celebrity, influencer, or key opinion leader (KOL) is now a term for

content creators on social media. According to Freberg and Graham (2011), social media

influencers are individuals or groups who use social media platforms such as YouTube to

create and share uploads or content about various things with their followers (Burke,

2017). The popularity of these influencers is judged by the number of viewers of the

content and subscribers/followers of their channel accounts.

brands to MSME products, vlog content from famous vloggers became a medium for

advertising or what is now commonly referred to as endorsement practices (Burke, 2017).

Endorsements are carried out by famous vloggers such as Ria Ricis and Atta

Halilintar to vloggers who are not too prominent. Nowadays, brand owners can easily

find the type of vlog or vlogger content that suits their brand (Chang & Ko, 2016). Around

321 thousand accounts or channels on YouTube alone have over one hundred thousand

subscribers. Brand owners can find vloggers they want to work with through various

sources. The socialbuzz.com website page provides vlogger information quite wholly,

such as vlogger names, types of content, number of subscribers to card rates, or

endorsement fees (SocialBuzz, n.d.).

product information from a brand is built, as well as how the content of this endorsement

vlog affects brand credibility.

Research Methods

This research was carried out through systematic literature review or systematic

literature review methods by following various stages in the Preferred Reporting Items

for Systematic Review and Meta-Analyses (PRISMA) model (Page et al., 2021).

Search strategy

The search strategy consists of scientific writings on the Google Scholar page until

April 3, 2023. The search was conducted with the keywords "vlog endorsement,"

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found 557 documents related to keywords, and after that, the selection process was

conducted independently.

Study Selection and Inclusion/Exclusion Criteria

Eligibility determination for inclusion and exclusion categories is based on the

study's objectives. The inclusion criteria were journal articles related to the effectiveness

of vlog endorsements on YouTube about the perception of vloggers and brand credibility

as a reference in research. The inclusion criteria in this study also include articles

published after 2016 (the last seven years), and articles must be written in English or

Indonesian. The exclusion criteria consist of documents that cannot be uploaded

credibility. A thematic analysis was carried out to synthesize different research to learn

about the effectiveness of endorsements on YouTube vlogs. This is done to identify data

and patterns in each study and categorize research based on a theme. The thematic

analysis process uses the stages proposed by Virginia Braun and Victoria Clarke, namely:

respective themes. The results are compared with the original data to check consistency,

clarity, and coherence.

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Based on searches using three keywords, namely vlog endorsement, perception of

vlogger credibility, and perception of brand credibility, 16 articles were generated.

Furthermore, after identifying articles based on title/abstract, out of the 16 articles, 11

articles were obtained that did not meet the inclusion and exclusion criteria. Furthermore,

a selection process was carried out by reading the entire article. Of the 5 articles, there

was 1 article that could not be used because the text of the article could not be downloaded

completely. The final result of the literature selection process, as many as 4 articles were

selected and met all specified criteria (see Figure 1).

In the first journal, entitled "Thanks for watching," The effectiveness of YouTube

vlog endorsements, Munnukka, Maityb, Reinikainena, and Luoma-ahoa (2019)

post-test techniques by displaying vlog videos to respondents. The vlog content was

carefully considered based on matching the characteristics of the United States

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respondents and using a vlog featuring only one vlogger. The results of this study show

that vlogs with a high level of audience participation/followers can increase brand

endorsement acceptance by increasing the audience's perceived credibility of vloggers.

The positive relationship between audience participation and the perception of

vlogger credibility mediated by parasocial relationships increases the perception of

vlogger credibility. It has a positive effect on the brand endorsement displayed. Manukka

et al. (2019) stated that parasocial interactions between followers and vloggers in vlog

content have helped increase vlogger credibility. The ability of vloggers to provide

reciprocal perceptions can increase audience trust in vloggers and greater acceptance of

Pradipta Setyanto (2018) conducted a study using a survey method to analyze the

influence of YouTube vlogger credibility on brand awareness and consumer buying

interest.

The survey was conducted using a non-probability sampling technique of active

people on YouTube social media and resulted in 150 questionnaire responses. The

collected data is then analyzed using SPSS and AMOS applications and the Structural

Equation Model (SEM) to simultaneously test a series of relatively complex connections.

The results of Nugraha and Setyanto's research show that the perception of

increased vlogger credibility among consumers has increased brand awareness. This

means that the higher the level of credibility, the higher the brand awareness. Research

2018).

In the third journal, entitled "Celebrity vs. Influencer Endorsements in Advertising:

The Role of Identification, credibility, and Product-Endorser Fit", Alexander P. Schouten,

Loes Janssen, and Maegan Verspaget (2019) conducted a study by conducting

experiments to test the effectiveness of endorsements between celebrities and online

influencers, namely vloggers and celebrities. This study used two experimental designs:

the type of endorsement (celebrity vs influencer) and the suitability of endorsement

products (good fit vs poor fit). After filling out the questionnaire, all experimental

participants were randomly assigned two stimuli.

From the experimental results, Schouten et al. stated that the perception of

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view of vloggers or celebrities who are similar to 'ordinary people' compared to traditional

celebrities. Trust and expertise will be critical mediators between the endorser and the

effectiveness of the endorsement. Therefore, in this study, the perception of influencer

credibility is higher than traditional celebrities because the feelings are more similar to

those consumers feel towards influencers, so the influencers' endorsement becomes more

trusted. As a result, credibility and purchase intent towards products endorsed by

influencers are higher (Schouten et al., 2020).

In the fourth journal, entitled "The Influence of Beauty Vlog on Perceived Source

Credibility and Purchase Intention," Yaumul Rahmi, Laras Sekarasih, and Bertina

advertising videos; then participants were divided into both groups.

The results of Rahmi et al.'s research show that compared to commercial advertising

(using traditional celebrities), beauty vlog endorsements do not significantly influence

consumer purchase intentions. This is made possible by consumer perceptions in

collectivistic cultural countries such as Indonesia that regard traditional celebrities as a

more credible source of information. The perception of credibility towards beauty

vloggers is also possible due to the low familiarity between experimental participants and

beauty vloggers. Out of 50 experimental participants, only 11 knew vloggers.

This certainly impacts participants' perceptions of vloggers' trust and expertise, an

essential dimension in the perception of credibility. However, the results of this study also

understanding the effectiveness of endorsements in YouTube vlogs, the first, second, and

third journal articles agree that the perception of vlogger credibility is key to the

effectiveness of endorsements. In the research of Manukka et al. (2017), the audience's

credibility perception of vloggers will increase with the high interaction of the contractor

in the vlog (Munnukka et al., 2019).

According to the research of Nugraha et al. (2018), the perception of credibility

towards vloggers increases when the expertise, trust, and attractiveness of vloggers stand

out. Vloggers with good characteristics and interesting and unique content are proven to

increase trust and credibility with vloggers (Nugraha & Setyanto, 2018). This is supported

by research by Schouten et al. (2020), which states that trust from the basis of similarity

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credibility (Schouten et al., 2020). Based on the perspective of credibility perception, the

dimensions of trust, expertise, and attractiveness are the main dimensions in building

credibility, and this perception of credibility is crucial in seeing the effectiveness of

endorsements.

When the perception of vlogger credibility is high, it will significantly affect brand

credibility. From the perspective of endorsement, a vlogger or endorser is present as a

person who represents the brand. In addition, an endorser will also transfer the quality

recognition of a product to consumers (Abeza et al., 2017). So, in other words, the

credibility of a vlogger will also be transferred to the endorsed brand and then accepted

aspects of familiarity or consumer introduction to vloggers and similarities between

vloggers and brands (Rahmi et al., 2017). As in the research of Nugraha et al. (2018),

vlogger Arief Muhammad, as an endorser, has a very good perception of credibility. He

managed to gain consumer trust through his expertise and authenticity by becoming a

vlogger so that the perception of credibility can increase the credibility and awareness of

the brand (Nugraha & Setyanto, 2018).

Therefore, although endorsements are now a new alternative in marketing

communications, companies need to ensure that consumers can consider endorsements

on YouTube vlogs positive. For endorsements on YouTube vlogs to be influential for

brands, companies also need to review the purpose of the ad. According to Lin (2015),

Conclusion

Endorsements are currently a new alternative trend in marketing communications.

The presence of online celebrities or influencers has encouraged the effectiveness of

endorsements on social media. As the most widely used social media platform by

audiences today, YouTube has produced various creativity in making videos. Vlogs or

video blogs have become the most popular video content for people as the most popular

content. The presence of famous vloggers then encourages endorsement activities on

YouTube vlogs. From world-class, well-known brands to local brands using YouTube

vlogger services for product endorsements.

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From the results of this systematic literature review, it was produced that

endorsements on YouTube are currently quite effective. However, the effectiveness of

this endorsement also needs to consider the perception of the vlogger's credibility. The

perception of a vlogger's credibility will increase based on authenticity, trustworthiness,

and attractiveness. Vlog content that can display these three things will increase the

perception of vlogger credibility in the eyes of the audience. This is important because

the vlogger's credibility will affect the brand's credibility. Meanwhile, as an endorser, the

vlogger will represent the brand and transfer its quality and credibility to the endorsed

product.

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