Understanding Youtube Influencers In Bangladesh: A Content Analysis Of Message Strategies In Sponsored Vlogs

Document Type

Article

Publication Date

1-1-2026

School

Communication

Abstract

This study examines sponsored advertising strategies used by YouTube influencers in Bangladesh through a quantitative content analysis of sponsored vlogs. Drawing on Taylor’s six-segment message strategy wheel, advertising appeals, and message formats, the study identifies a hybrid persuasion model with transmission and ritual approaches used nearly equally. Rational appeals drive comments, while problem-solving and sensory strategies increase views and likes. Interactive appeal also significantly enhances engagement. The findings extend Taylor’s framework by showing that message strategies can function as complementary components rather than mutually exclusive choices. The study provides empirical evidence from a non-Western digital context and contributes to discussions on parasocial interaction and persuasive storytelling in emerging economies.

Publication Title

Journal of Marketing Communications

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