Factors affecting YouTube influencer marketing credibility: a heuristic-systematic model

By Min Xiao, Rang Wang, Sylvia M. Chan-Olmsted. Journal of Media Business Studies, 2018

438 citations recorded by the source corpus.

ABSTRACT 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.

Subfields: Communication, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/804fe99e977985f4e330d565e8165cd6daee5437

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Communication

In Sociology and Political Science

Citations in the corpus

The impact of the source credibility of Instagram influencers on travel intention: The mediating role of parasocial interaction (2021, background): “been revealed that the credibility of SMI’s has a significant effect on the perceptions and purchase intentions of users who follow them or are familiar with them (Schouten et al., 2019; Wang and Scheinbaum, 2017; Xiao et al., 2018).”
The YouTube Marketing Communication Effect on Cognitive, Affective and Behavioural Attitudes among Generation Z Consumers (2020, background): “, display commercials, in-search discovery, skippable, non-skippable, overlay, sponsored cards, and bumpers) on individual basis or for specific brands, which affords opportunities for additional inquiry [120].”
The effects of ad heuristic and systematic cues on consumer brand awareness and purchase intention: Investigating the bias effect of heuristic information processing (2021, background): “Influencers with reliable public image may enhance the ad perceived credibility (Xiao et al., 2018).”
How social media influencers affect behavioural intentions towards recommended brands: the role of emotional attachment and information value (2021, background): “For example, influencers have been recognized as relevant online opinion leaders due to their perceived level of credibility (e.g. Childers et al., 2019; Magno, 2017; Xiao et al., 2018).”
Impulse Buying Behaviors in Live Streaming Commerce Based on the Stimulus-Organism-Response Framework (2021, background): “Attractive [55,77,78] ATT1—The live streamer gives me a good feeling.”