Graduation Year
2015
Document Type
Thesis
Degree
M.A.
Degree Name
Master of Arts (M.A.)
Degree Granting Department
Mass Communications
Major Professor
Kelli S. Burns, Ph.D.
Committee Member
Kelly P. Werder, Ph.D.
Committee Member
Scott Liu, Ph.D.
Keywords
Endorsement, Source Credibility Theory, Viewership, YouTube
Abstract
The growth of YouTube has resulted in the industrialization of a platform that redefines mainstream success. Success measures such as endorsements and viewership are serving as motivational factors for YouTubers. YouTubers and brands want more views, but are those motivations effecting perception? While much research has focused on the effects that YouTube has on the brand, this study focuses on the effects that the brand has on the YouTuber. It also determines whether viewership affects YouTuber perception and whether it‟s a success measure worth using. Using the constructs of the source credibility theory, this study assessed the main effect of brand endorsement and viewership on perceived expertise and trustworthiness of YouTubers. After conducting an online experiment, findings suggest that non-brand endorsed YouTubers possess higher-rated expertise and trustworthiness. While viewership did not make a difference in perceived expertise, it did result in higher-rated trustworthiness when a YouTuber possesses lower viewership.
Scholar Commons Citation
Fred, Stephanie, "Examining Endorsement and Viewership Effects on the Source Credibility of YouTubers" (2015). USF Tampa Graduate Theses and Dissertations.
https://digitalcommons.usf.edu/etd/5685
Included in
Marketing Commons, Mass Communication Commons, Other Social and Behavioral Sciences Commons
