Purpose

This study aims to focus on the content published by social media influencers – i.e. YouTubers – on their YouTube channels. The main purpose of this research is to analyse whether anti-consumption-framed content (anti-hauls) generates more views, more dislikes (and less dislikes) and more comments, as customer engagement components, than pro-consumption-framed content (hauls).

Design/methodology/approach

Based on 160 videos published on YouTube by 80 influencers on their respective channels, this study mainly analyses whether there are differences between anti-consumption and pro-consumption content in the various elements that constitute customer engagement (i.e. number of views, likes, dislikes and comments).

Findings

Results indicate that there are differences between anti-consumption and pro-consumption content in terms of total number of views, likes, dislikes and comments. All these customer engagement components are higher for anti-consumption-framed videos, which offers interesting implications for both theory and practice.

Originality/value

This study extends previous literature by accounting content published by social media influencers on their social media accounts, instead of analysing the most traditionally studied content that is published by brands on their own social media; and classifying this content as anti/pro-consumption rather than using the traditional dichotomy between transactional/emotional content. Brands should pay special attention to the content generated by social media influencers because it is a powerful form of electronic word-of-mouth that currently plays a significant role in customers’ (non)purchase decisions.

中文翻译：

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您绝对（不需要）！检查（反）运送YouTube使用者的影片在客户参与度方面的差异

目的

这项研究旨在关注社交媒体影响者（即YouTuber）在其YouTube频道上发布的内容。这项研究的主要目的是分析反消费框架的内容（反牵引）是否比赞成消费框架的内容（牵引）产生更多的视图，更多的不喜欢（和更少的不喜欢）以及更多的评论，作为客户参与的组成部分。 ）。

设计/方法/方法

根据80位网红在各自渠道上在YouTube上发布的160部视频，该研究主要分析了构成客户参与度的各个要素中反消费和亲消费内容之间是否存在差异（例如，观看次数，喜欢，不喜欢和注释）。

发现

结果表明，就观点，喜欢，不喜欢和评论的总数而言，反消费和促消费的内容之间存在差异。所有这些与客户互动的组件对于反消费框架视频而言都更高，这为理论和实践都带来了有趣的含义。

创意/价值

本研究通过对社交媒体影响者在其社交媒体帐户上发布的内容进行核算来扩展以前的文献，而不是分析品牌在其自己的社交媒体上发布的最传统的研究内容；并将此内容归类为反消费/赞成消费，而不是在交易/情感内容之间使用传统的二分法。品牌应特别注意社交媒体影响者产生的内容，因为它是电子口碑的一种强大形式，目前在顾客（非）购买决策中起着重要作用。