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An integrated model of factors affecting consumer attitudes and intentions towards youtuber-generated product content

Author

Listed:
  • Sandra Miranda

    (Universidade de Lisboa)

  • Patrícia Cunha

    (Universidade de Lisboa)

  • Margarida Duarte

    (Universidade de Lisboa)

Abstract

This study examines the factors affecting consumers’ perceptions regarding the credibility of YouTuber-generated product content (YGPC) and its perceived usefulness, and how such perceptions can influence attitudes and intentions towards YGPC use for purchase decisions. This study applies the maximum likelihood-based structural equation modeling approach to an online survey of 315 YouTuber followers. Our findings highlight the importance of investigating the dimensions of source credibility to understand better how YouTuber-generated content use affects attitude and behavior intentions regarding product purchase decisions.

Suggested Citation

  • Sandra Miranda & Patrícia Cunha & Margarida Duarte, 2021. "An integrated model of factors affecting consumer attitudes and intentions towards youtuber-generated product content," Review of Managerial Science, Springer, vol. 15(1), pages 55-73, January.
    • Handle: RePEc:spr:rvmgts:v:15:y:2021:i:1:d:10.1007_s11846-019-00370-3
    DOI: 10.1007/s11846-019-00370-3
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    References listed on IDEAS

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    Cited by:

    1. Barta, Sergio & Gurrea, Raquel & Flavián, Carlos, 2023. "Consequences of consumer regret with online shopping," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).
    2. Hemant C. Sashittal & Avan R. Jassawalla, 2021. "Brands as personal narratives: learning from user–YouTube–brand interactions," Journal of Brand Management, Palgrave Macmillan, vol. 28(6), pages 657-670, November.

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    More about this item

    Keywords

    Credibility; Usefulness; Argument quality; Digital influencers; Social network site; YouTubers;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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