Date of Award
8-2024
Degree Type
Masters Thesis
Degree Name
Master of Arts (MA)
School
Communication
Committee Chair
Dr. Fei Xue
Committee Chair School
Communication
Committee Member 2
Dr. Lindsey Maxwell
Committee Member 2 School
Communication
Committee Member 3
Dr. Jae-Hwa Shin
Committee Member 3 School
Communication
Abstract
Social media influencers, particularly YouTube influencers marketing emerged as a growing industry in Bangladesh. However, research on this topic is limited. This study effectively addresses this gap and following quantitative methods and content analysis, this study mainly examines Influencers and brand categories, the narration of sponsored brands in advertising, influencers’ interactivities, and engagement with the followers, and message strategies in ads employing Taylor’s six-segment message strategy wheel, advertising appeals, and message formats. Results indicate that influencers' dominant vlog content is entertainment, as well as technology as prevalent brand characteristics in the study.
Regarding the narration of the sponsored ads, this study unveiled a significant presence of brand identification, sponsored brand logos, and sponsored ad promotions in the content. Moreover, the extensive results of this study indicate that YouTube influencers meticulously tailor their content by using sufficient information, developing interactions with supporting contact information as well as incorporating hyperlinks to promote brands.
Concerning the use of message strategies, the study uncovered that all influencers’ ads have impressive use of both transmission strategy and ritual strategy, and from the aspects of appeals, relatability appeal has been used the most in ads. Finally, this study revealed explanatory and narrative message formats have both been frequently used in branded stories. Finally, this study showed the significant influence of YouTube influencers’ message strategies on their user engagement through likes, views, and comments. Overall, the significant findings of this research contributed to the strategic marketing communication of social media influencers in Bangladesh.
Copyright
2024, Monira Begum
Recommended Citation
Begum, Monira, "YouTube Influencers in Bangladesh: Analyzing Message Strategies of Sponsored Ads in Vlogs" (2024). Master's Theses. 1051.
https://aquila.usm.edu/masters_theses/1051
Included in
Communication Technology and New Media Commons, Mass Communication Commons, Public Relations and Advertising Commons, Social Media Commons