Unveiling the Dynamics: Demographic Moderators of Social Media Vlog Impact on Consumer Buying Behavior

Management

In today's digitally connected world, individuals are exposed to a plethora of content on social media platforms, with vlogs emerging as a popular form of content consumption. These vlogs, often hosted by influencers or content creators, offer a personalized and relatable perspective on products and services. The author tries to explore the intricate interplay between social media vlogs, consumer purchasing behavior, and demographic factors. The objectives encompass the analysis of influential content characteristics within social media vlogs and the identification of demographic variables moderating their impact on consumer buying behavior. The study's methodology involved a sample of 100 participants from Haryana, employing primary data collection through structured questionnaires. Frequencies analysis and analysis of variance (ANOVA) were utilized to extract insights from the data. The frequency table reveals that emotional appeal and content relatability are strong drivers of purchasing decisions in social media vlogs, with visual aesthetics and content creator credibility also playing significant roles. However, interactivity and content authenticity has comparatively lower impacts. ANOVA analyses demonstrate gender, education, and age significantly affect the measured variables, rejecting the null hypothesis due to low p-values and substantial F-statistics. These findings emphasize the importance of crafting emotionally resonant and visually appealing content while considering demographic variations to effectively influence consumer behavior in the realm of social media vlogs.

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