An Analysis of Tie-in Advertising and Persuasive Communication Strategies in the Presentation of Products for Women through Online Influencers

Abstract

        The objectives of the research were 1) to study patterns of tie-in advertising in the presentation of products for women through online influencers and 2) to study persuasive communication strategies in the presentation of products for women through online influencers. A qualitative research study was applied by analyzing tie-in advertising and persuasive communication strategies in the presentation of products for women through online influencers. The data were collected from video clips from YouTube from January to December 2018 presented by four online influencers as follows: Suquan Bulakul, Ann Thongprasom, Momay Napatsorn, and Nune Noppaluck. The findings revealed that 1) tie-in advertising: five patterns were (1) the use of a short VTR before the program with a tie-in logo or a product name, as well as a short clip showing that these influencers touching, wearing, or mentioning the products or their interesting stories (2) the use of tie-in graphics, such as product logos, brands, prices and promotions, shops, and product description (3) the use of tie-in products, such as real products at certain events, an atmosphere, a tie-in logo, a tie-in price tag, and a tie-in product discount throughout the program (4) the use of a tie-in person considering significantly important throughout the program with the emphasis on the major role of online influencers who were the host of the program, while the subordinate roles were famous guests, staff and crew, and salespersons(5) the use of tie-in content, such as experience sharing, positive feeling towards products, product explanation regarding features, characteristics, usefulness, usage, sales channels, shops, and product promotion from tie-in advertising; and 2) persuasive communication strategies in the presentation of products for women through online influencers can be divided into two main parts which were Rational Appeal and Emotional Appeal.