The 2019 coronavirus (COVID-19) pandemic has precipitated significant shifts in individuals' routines and behaviors. The concomitant stock market turbulence has prompted a heightened interest in investment and financial management. As the post-epidemic era unfolds, the stock market and inflation are gradually stabilizing, which has sustained the public's attention on investment and financial matters. This has also boosted the visibility of financial YouTubers, who are receiving an increasing number of views on their content.
A total of 214 questionnaires were collected for the purposes of this study. The effects of YouTuber attractiveness, value proposition resonance, and brand recognition on listeners' information sharing behavior and viewing behavior were investigated through the use of linear regression analysis. The empirical results demonstrate that YouTuber attractiveness, value proposition resonance, and brand recognition have a positive impact on information sharing behavior and viewing behavior adhesion, respectively. Additionally, the findings indicate that YouTuber attractiveness has a positive influence on value proposition resonance and brand recognition, and that value proposition resonance exerts a positive effect on brand recognition. Furthermore, this study uncovers that value proposition resonance has a positive effect on brand recognition through the regression model of mediated effect. Moreover, this study revealed that value proposition resonance exerts a partial mediating influence on the relationship between YouTuber attractiveness and brand recognition, as well as on information sharing behavior and viewing behavior adhesion. Similarly, brand recognition plays a partial mediating role in the association between YouTuber attractiveness and information sharing behavior and viewing behavior adhesion. The findings of this study indicate that financial YouTubers are capable of discerning the relationship between their channels and listeners and of employing key marketing strategies to enhance listeners' attention and inclination to engage, thereby facilitating the attainment of desired promotional and publicity objectives.
