2019
DOI: 10.3390/fi11060135
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The Interaction Effect of Type of Message X YouTuber’s Media Metrics on Customers’ Responses and the Moderation of Conformity Intention

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 met… Show more

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References 38 publications
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