Searching for influencers with distinctive traits and using videos to endorse products has become a significant marketing approach for brand advertisers. This study aims to investigate the impact of influencer popularity and characteristics on brand attitude and loyalty across different video types. Two distinct types of videos, creative and entertaining, and parenting-focused, were utilized in this study, with separate questionnaires administered to participants for each type.
The research results indicate that across different video types, both influencer popularity and characteristics have a positive impact on participants' brand attitudes, and brand attitudes also positively influence brand loyalty. The preliminary conclusion indicates that followers maintain consistent perceptions of influencer popularity and characteristics regardless of video types, and this does not impact their brand attitudes or loyalty towards influencers. This study hopes that the findings will be beneficial for marketers, influencers, and platform providers, encouraging optimization of video-based marketing platforms and enhancing follower loyalty.
