This study would like to take YouTuber’s channel as a personal brand to see how YouTuber’s content style design affects consummer’s brand attitude and consumer online-branding activity contribution? The author's propose a research model based on SOR theory, setting hypothesis to understand the relationship between YouTuber’s content style desig, consummer’s brand attitude, and consumer online-branding activity contribution. With 385 collected data form new scale to test the propose and the hypothesis.
The results indicate that both "narrative elements" and "Creating
headlines" could affect consumerr's brand attitue, including both "Utitailian consumerr's brand attitue" and "Hedonic consumerr's brand attitue". Besides, "attuning to audiences" and "orienting" shows different affects toward the two different consumerr's brand attitue. However, "disrupting" is not affecting to neither "Utitailian consumerr's brand attitue" nor "Hedonic consumerr's brand attitue".
This paper reveals that both both "Utitailian consumerr's brand attitue" and "Hedonic consumerr's brand attitue" does affect "consumer online-branding activity contribution", espcially "Utitailian consumerr's brand attitue".
