What is it about?

Guided by the principles of 'birds of a feather flock together,' we investigate why YouTube viewers are easily attracted to like-minded broadcasters. We show that consumers' shared mindset bonding in user-generated content is highly effective in building perceived credibility, which eventually leads to product consumption and positive word-of-mouth.

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This page is a summary of: Should I suggest this YouTube clip? The impact of UGC source credibility on eWOM and purchase intention, Journal of Research in Interactive Marketing, June 2021, Emerald,
DOI: 10.1108/jrim-04-2020-0072.
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