A systematic literature review on vlog marketing: thematic analysis and future research directions

Purpose – The aim of this study was to conduct a systematic literature review (SLR) on vlog marketing. The focus was to analyse the major themes in this field and provide insights for future research directions.

Design/methodology/approach – The authors reviewed a total of 49 peer-reviewed publications that include the searchterms "vlog" or"video blog"in theirtitles, keywords and abstracts,retrieved fromdigital databases Scopus and Web of Science, up to the end of July 2023. Thematic analysis was used to examine and synthesise the articles.

Findings – The authors found 19 sub-themes and identified four majorthemes that emerged from the literature: (1) endorsement outcomes, (2) vlogger characteristics, (3) consumer credibility and (4) vlog content crafting.

Originality/value – There are many unanswered questions in the literature, suggesting that vlog marketing research is still in its infancy, and that in-depth further studies are required for a more comprehensive understanding of the field. This study has identified potential avenues for future research that may contribute to the existing body of knowledge and valuable insights on vlog marketing.