Effects of Beauty Vloggers’ eWOM and Sponsored Advertising on Weibo

This chapter investigates the effects of beauty vloggers’ (video bloggers’) eWOM and sponsored advertising on followers utilizing Weibo, by further honing in on s-commerce. This qualitative study found that vlogging differs from traditional blogging in that direct advertising that fosters ease of purchase of a product is appreciated by followers, whilst direct marketing, which in this case refers to simply describing the benefits of products and/or services, is seen as unfavourable. We found a relationship between the influence of vloggers, expertise of followers, the level of detail in adverts, and the level of trust. This provides valuable insights into attitudes and perceptions of followers of beauty vlogs.