The Power of Vlogs: Shaping Social Behavior in the Digital Age

June 10, 2024

Dr Mohd Haizra Hashim, a lecturer at INTI International University’s Faculty of Business and Communications (FBC), led a study on the transformative impact of vlogs on social behaviour in today’s digitally connected world. His research examines the profound effects of engaging storytelling and personal portrayal in digital media.

Dr Mohd Haizra Hashim, a lecturer at INTI International University’s Faculty of Business and Communications (FBC), explores the transformative power of vlogs on social behaviour.

“Vlogs combine creativity and technology, offering a captivating platform for individuals to share their stories, opinions, and experiences through videos,” explained Dr Haizra. “Unlike traditional blogs that rely on text and images, vlogs use videos to engage audiences on a deeper emotional level. Our research explored how vloggers used this medium to shape public perceptions and influence social behaviour.”

The study focused on the concept of resonance—the ability of vlog content to evoke empathy, connection, and introspection among viewers. By authentically portraying real-life experiences, vloggers created a sense of familiarity and relatability that resonated deeply with their audience. Dr Haizra noted that this resonance extended beyond entertainment, significantly influencing viewers’ attitudes, beliefs, and actions.

The research also revealed the persuasive strategies vloggers used to endorse products and influence purchasing decisions. Techniques like two-sided messages and emotional appeals enhanced vloggers’ credibility and helped build personal connections with their audience. This, in turn, shaped consumer perceptions and decision-making processes.

Vloggers often present both sides of an argument or product feature in their content, helping viewers gain a comprehensive understanding while establishing themselves as impartial sources. This approach builds trust and empowers viewers to make informed decisions based on a balanced view of the content.

Furthermore, vloggers use parasocial interaction to enhance their persuasive messaging. This phenomenon, characterised by a sense of closeness between creators and viewers, increased the impact of their messages. Viewers became personally invested in the vlogger’s story, leading to greater engagement and a higher likelihood of acting on their recommendations.

The study also examined the cognitive processes driving audience engagement, highlighting the importance of rational and emotional factors in influencing behaviour. While emotional impact fostered empathy and connection, critical thinking was crucial for assessing the credibility and validity of vlog content. Understanding these complex cognitive processes allowed vloggers to create narratives that deeply connected with viewers, encouraging informed decision-making.

Dr Haizra emphasised the significant role of vlogs in shaping social behaviour in the digital era. Through compelling storytelling, vloggers evoked empathy, shaped attitudes, and motivated viewers to take action. As digital media continues to evolve, recognising the profound influence of vlogs on individual and group behaviour is essential. Ongoing research and exploration can provide new perspectives on the interaction between content creators and audiences, ultimately contributing to a more enlightened and empathetic society.