Advertising Integrated on YouTube: Parasocial Interaction between Youngsters and Bloggers as a Message Credibility Factor

Student: Em Kristina

Educational Programme: Advertising and Public Relations (Bachelor)

Final Grade: 7

Year of Graduation: 2020

Nowadays YouTube bloggers play an important role in advertising campaigns of many brands, advertising different products on their channels. This study examines how different factors affect young people's confidence in the advertisements of the interviewer blogger. The focus of the study is to examine the formation of parasocial interactions between audience and influencer and their subsequent impact on the trust in blogger video advertising. Based on the results of the online survey, it shows to what extent different characteristics of a blogger are related to the formation of a parasocial relationship with a blogger among the audience and how they affect the trust in advertising integration.

Full text (added May 21, 2020)

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