What is it about?
This study examines the impact of VTubers and streamers, influential content creators in the gaming industry, on the purchase intention of Otaku and non-Otaku respondents. We aim to understand how the credibility of these gaming influencers influences the purchasing decisions of different audience groups. By analyzing the relationship between female gaming influencer credibility and purchase intention, we provide valuable insights into the dynamics of influencer marketing in the context of the Otaku subculture. The findings of this study contribute to a deeper understanding of the factors that influence consumer behavior in the gaming industry.
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Why is it important?
Our research sheds light on the unique influence that VTubers and streamers have on the purchasing decisions of both Otaku and non-Otaku audiences. By exploring the relationship between influencer credibility and purchase intention, we offer valuable insights for marketers and content creators seeking to leverage the power of gaming influencers in their campaigns. Understanding the impact of different dimensions of credibility, such as expertise, attractiveness, and trustworthiness, on audience behavior can significantly enhance the effectiveness of influencer marketing strategies in the gaming industry.
Perspectives
As a researcher in this field, I find this study to be a significant contribution to the existing body of knowledge on influencer marketing and the Otaku subculture. It highlights the importance of considering the content familiarity of non-Otaku respondents when assessing the expertise of VTubers. By uncovering the predictors of purchase intention for both Otaku and non-Otaku audiences, we gain valuable insights into the varying impact of VTubers and streamers based on the target audience. I believe this study has the potential to shape future marketing strategies in the gaming industry.
Dr. Smith Boonchutima
Chulalongkorn University
Read the Original
This page is a summary of: The Impact of VTubers and Streamers on the Purchase Intention of Otaku and Non-Otaku Respondents: A Comparative Study, Basic and Applied Social Psychology, May 2023, Taylor & Francis,
DOI: 10.1080/01973533.2023.2208246.
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