Factors affecting YouTube influencer marketing credibility
A heuristic-systematic model
Bibliographic Data
| ID | 19600718 |
|---|---|
| Authors | Min Xiao (0000-0001-5367-4322, University of Florida, corresponding author), Rang Wang (0000-0001-8778-2057, University of Florida), Sylvia Chan-Olmsted, Sylvia M Chan‐olmsted (0000-0003-1412-2386, University of Florida) |
| Year | 2018 |
| Volume | 15 |
| Issue | 3 |
| Pages | 188-213 |
| Publication date | 2018-07-03 |
| Peer Reviewed | Yes |
| Open Access | No |
| Type | ARTICLE |
| Venue | Journal of Media Business Studies (JOURNAL) |
| Journal identifiers | ISSN: 1652-2354 • E-ISSN: 2376-2977 |
| Publisher | Taylor & Francis (PUBLISHER • GB) |
| DOI | 10.1080/16522354.2018.1501146 |
| OpenAlex | W2886736973 |
| Language | EN |
| Citations received | 80 |
| References cited | 113 |
The rise of influencer marketing makes YouTube an ideal media platform to implement such marketing strategies. Many scholars consider the success of YouTube influencer marketing as a result of high consumer perception of information credibility. This study employs heuristic-systematic model to investigate how informational cues influence credibility evaluations of information posted by YouTube influencers. An online survey was conducted to investigate the factors, and a two-step, structural equation modelling data analysis approach was utilised to explore the correlation between variables. The results reveal that trustworthiness, social influence, argument quality, and information involvement are influential factors affecting consumer perceived information credibility on YouTube. The analytic results also reveal a strong and positive correlation between perceived information credibility and brand/video attitudes
Advertising · Business · Credibility · Heuristic · Heuristics · Influencer marketing · Marketing management · Perception · Political science · Relationship marketing · Social media · Source credibility · Structural equation modeling · Computer Science · Digital Marketing and Social Media · Impact of Technology on Adolescents · Psychology · Social Media and Politics · Marketing
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| Unique citing works | 80 |
|---|---|
| Citations per year | 13,33 |
| Citation span | 2020 - 2026 (7) |
| Citation velocity | current |
| Highly cited | No |
| Citation types | Neutral: 79 |