The Interaction Effect of Type of Message X YouTuber’s Media Metrics on Customers’ Responses and the Moderation of Conformity Intention

Melby Karina Zuniga Huertas and Tarcisio Duarte Coelho
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Melby Karina Zuniga Huertas: Department of Management, Centro Universitário da Fei, São Paulo 09850-901, Brazil
Tarcisio Duarte Coelho: Department of Management, Centro Universitário da Fei, São Paulo 09850-901, Brazil

Future Internet, 2019, vol. 11, issue 6, 1-17

Abstract: This is a study of the way in which YouTubers’ media metrics influence the effect of their one-sided messages (1SMs) and two-sided messages (2SMs), providing theoretical explanations based on the elaboration likelihood model. Its main objective is the proposition and testing of: (i) the interaction effect between type of message and media metrics of the YouTuber on customers’ responses, and (ii) the moderation of individuals’ conformity intention for the interaction effect between type of message and media metrics on customers’ responses. The results of an experiment showed that high YouTubers’ media metrics have more effect for 1SMs and less effect for 2SMs. Additionally, conformity intention moderates the effect of the interaction type of message X media metrics. A high level of conformity intention neutralizes the interaction effect between YouTubers’ media metrics and message sidedness. This study makes a theoretical contribution to research into online content and information use, providing explanations of how media metrics of a vlog influence the effect of two types of messages.

Keywords: two-sided messages; one-sided messages; YouTube; social network; conformity intention; media metrics (search for similar items in EconPapers)
JEL-codes: O3 (search for similar items in EconPapers)
Date: 2019
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