The study aims to determine the impact of vlogger’s reputation on viewers’ trust on vlogger’s recommendations (TVR) and perceived usefulness of vlogger’s recommendations (PUVR). Moreover, the study examines the impact of TVR and PUVR on attitude and intention to shop online. A sample of 250 responses was collected from social media users and structural equation analysis technique was employed. The findings indicate that vlogger’s reputation has a significant role in building TVR, and PUVR and TVR and PUVR significantly influence the attitude and intention to shop online. The study also identified a positive impact of attitude towards online shopping on online shopping intention. The research provides insights to the marketers and practitioners as the findings guides on crafting promotional strategies using vloggers.

该研究旨在确定视频博主的声誉对观众对视频博主推荐 (TVR) 的信任以及视频博主推荐 (PUVR) 的感知有用性的影响。此外，该研究还考察了 TVR 和 PUVR 对在线购物态度和意愿的影响。从社交媒体用户收集了 250 份回复样本，并采用了结构方程分析技术。研究结果表明，vlogger 的声誉对建立 TVR 具有重要作用，而 PUVR 和 TVR 和 PUVR 显着影响在线购物的态度和意愿。该研究还确定了对网上购物的态度对网上购物意愿的积极影响。该研究为营销人员和从业者提供了见解，作为使用视频博主制定促销策略的调查结果指南。