Research On Influence Factors Of Product Placement In Knowledge Learning Vlog

Vlog,with its two main characteristics of "realism" and "liveliness",has attracted the favor of many fans since its rise in China in 2017.With the increasing demand for knowledge learning among young people on the Bilibili platform,more and more brands are taking advantage of fans’ trust in knowledge learning creators and choosing to engage in commercial cooperation with them,such as implantable advertising.There has been a lot of research on the effectiveness of Vlog embedded advertising.However,due to the fact that the Vlogs uploaded by creators on the Bilibili platform mainly record daily life or travel cuisine,and are generally more inclined towards entertainment,scholars’ research on the overall Vlog cannot represent the current development status of Vlog in the sub field of knowledge and learning,nor can they explain the influencing factors,existing problems,and response strategies that affect the effectiveness of embedded advertising,The research in this article will fill this gap.Based on this,this article will explore the influencing factors of the effectiveness of knowledge learning Vlog embedded advertising,in order to better balance high-quality content and commercial advertising effectiveness.This paper adopts the literature research method,multi case study method and interview method,focuses on knowledge learning Vlog product placement advertising,innovatively introduces the research results of embedded features,and carries out systematic data coding through the research method of Grounded theory.The final conclusion is that the effectiveness of knowledge learning Vlog embedded advertising is influenced by four factors:value concept,practical knowledge value,embedded advertising characteristics,and fit.The "value concept" of the creator is the fundamental element of the influencing factor model,which has a certain impact on the practical knowledge value,implanted advertising features,and fit.They work together to influence the audience’s brand impression and purchase intention,affecting the effectiveness of knowledge learning Vlog embedded advertisements.The innovation of this article is mainly reflected in the research objects and methods.Firstly,the research object of this article is focused on the segmented field of knowledge learning Vlog,which is more targeted;Secondly,although there have been many studies on Vlog advertising,there is a lack of multiple case studies.Therefore,in the selection of research methods,this paper adopts the Grounded theory research method to explore the factors that affect the effect of knowledge learning Vlog product placement advertising based on the data observed in cases and interview results.Finally,corresponding optimization suggestions are proposed for the problems existing in current knowledge learning Vlog embedded advertising.The specific response strategy is to make business information transparent and open,balance the importance of embedding with content fit,and pay attention to the value and relevance of Vlog itself.