Antecedents and Consequences of Viewers' Engagement Toward Vlogging

ABSTRACT Vlogging is increasingly popular for sharing personalized experiences, yet research on audience engagement and behavior is limited. This study, guided by the elaboration likelihood model (ELM), examines the impact of information quality and source credibility on viewer engagement and their behaviors in food (Study 1) and travel vlogs (Study 2). Data are collected from 424 food and 442 travel vlog viewers in India using structured surveys and snowball sampling. Results indicate that information quality and source credibility significantly influence viewer engagement, which affects their social networking and patronage behaviors, with no notable role of gender in these relationships. This research contributes valuable insights to vlogging, highlighting how audience engagement drives behavior and creates value.