Abstract：

As vlog-based influencer marketing has become a trendy strategy in social media marketing, the mechanism through which different personas shape consumer behaviours remains underdiscussed. This paper examines why the “ordinary person” persona is usually more effective than celebrity personas in driving conversions and building long-term relationships within the community. Drawing on Artworld theory, the study conceptualizes influencer personas not as individual self-expression, but as a result produced by the interactions of different parties, including creators, platforms, and brands (Garg & Bakshi, 2024). Using comparative analysis, the paper demonstrates that “ordinary person” personas benefit from structural compatibility with the relational norms of vlogging, including intimacy, relatability, and everyday experience. These conditions facilitate trust- based relationships and reduce audience resistance to advertising content. In this way, when creators are making a product recommendation, it seems more genuine rather than commercial. In contrast, celebrity personas often conflict with audience expectations of authenticity, since they are more professional and popular, limiting their effectiveness in sustainable relationship building in the long term (Djafarova & Rushworth, 2017).

Key Words：

social media marketing; Vlog; personas; influencers; digital marketing