SIG Social Computing
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Paper Type
Complete
Paper Number
1611
Description
Due to the increasing complexity of everyday life customers do not inform themselves in all consumption related areas anymore and therefore tend to rely more on the advice of influencers, e.g. on YouTube, in their decision-making process. At first glance, the videos facilitated by YouTube appear to be private and trustworthy testimonials. However, the products presented in a YouTube tutorial are no longer mere props for the YouTuber, but are part of a specific communication format with an advertising character – also known as product placements. Since the followers consider the influencer as a friend-like expert in the relevant product category, the special advertising effectiveness of influencers is traditionally located in the trustworthiness and credibility/ authenticity of their communication. Using the Source Credibility Theory, this study examines how trust and the awareness of a commercial purpose of a YouTube tutorial influences the individual attitude and purchase intention. The hypotheses are tested using structural equation modeling. Trust is identified as the dominant and significant factor influencing the follower’s behavior and the propensity to buy.
Recommended Citation
Schueller, Ariane-Tabea, "Trust as the Primarily Factor of the Three-Component-Model of Source Credibility of a Beauty Influencer on YouTube" (2022). AMCIS 2022 Proceedings. 7.
https://aisel.aisnet.org/amcis2022/sig_sc/sig_sc/7
Trust as the Primarily Factor of the Three-Component-Model of Source Credibility of a Beauty Influencer on YouTube
Due to the increasing complexity of everyday life customers do not inform themselves in all consumption related areas anymore and therefore tend to rely more on the advice of influencers, e.g. on YouTube, in their decision-making process. At first glance, the videos facilitated by YouTube appear to be private and trustworthy testimonials. However, the products presented in a YouTube tutorial are no longer mere props for the YouTuber, but are part of a specific communication format with an advertising character – also known as product placements. Since the followers consider the influencer as a friend-like expert in the relevant product category, the special advertising effectiveness of influencers is traditionally located in the trustworthiness and credibility/ authenticity of their communication. Using the Source Credibility Theory, this study examines how trust and the awareness of a commercial purpose of a YouTube tutorial influences the individual attitude and purchase intention. The hypotheses are tested using structural equation modeling. Trust is identified as the dominant and significant factor influencing the follower’s behavior and the propensity to buy.
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