Factors Affecting the Attitudes and Behavioral Intentions of Followers toward Advertising Content Embedded within YouTube Influencers' Videos

Abstract

This study seeks which antecedents affect YouTube followers’ intention to purchase products mentioned in YouTube videos posted by the influencers. We conducted an online survey after reviewing the concept of social media influencer marketing and the theoretical framework of the persuasive knowledge model. The results confirmed that followers’ various evaluations on contributions of YouTube influencers and the platform and their persuasive knowledge affect their attitudes and the behavioral intention on the persuasive content posted by YouTube influencers. Source attractiveness, trustworthiness, evaluation of video qualities, awareness of paid endorsement, and advertising recognition were influential to the attitudes and intentions of the followers. In addition, the suggested model confirmed the mediating effect of attitudes among antecedents and purchase intention. Theoretical and practical implications are presented in the discussion and conclusion.

Keywords:

• YouTube influencers
• source attractiveness
• trustworthiness
• persuasion knowledge
• attitudes
• purchase intention

Disclosure statement

The research including results of this study was funded by Central Connecticut State University under CCSU-AAUP Minority Recruitment and Retention Grant.

Additional information

Funding

This work was supported by Central Connecticut State University under CCSU-AAUP Minority Recruitment and Retention Grant. Factors affecting the attitudes and behavioral intentions of followers toward advertising content embedded within YouTube influencers' videos.