Credibility of Consumer-Generated Ads in YouTube and their Impact on Consumers’ Purchase Intention

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YouTube, largely recognized as the world's greatest video-sharing network, has seen significant transformations since its launch in May 2005. As a result of its development, the platform is now used by the so-called Youtubers who share their day-to-day activities and even help businesses to promote their products. This study examines the credibility of Consumer-Generated Ads in YouTube by assessing the responses of the participants who actively use the said platform and to identify if the videos they watch have something to do on how they decide to buy a product. A virtual focus group discussion was conducted with a sample size of only 15. The findings indicate that people who watch product reviews are more likely to affect their buying behavior since most of them are watching it as a way of evaluating the product they have in mind. Furthermore, participants do not believe that everything in YouTube is credible as long as it shows deep understanding and formal judgment. This study adds to the understanding of the factors that might influence how trustworthy a YouTube video is.
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First archival date: 2022-06-20
Latest version: 2 (2022-06-20)
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