Does the credibility of an influencer affect buying intention of YouTube users and Is there a difference in perception of an influencer's credibility and on their buying intention regarding gender characteristics

Abstract

YouTube platform has been rising in popularity for the past decade, we have seen the emergence of numerous influencers on the platform. With over 2 billion monthly active users in 2020, according to Statista research institute, YouTube represent an opportunity for brand marketer who would like to promote their products or services to a large audience.

First, this study aims to determinate the effect perceived influencer’s credibility of an influencer on YouTube might have on the viewer’s buying intention of the advertised product. Then secondly, to determine which aspect of credibility (attractiveness, expertise, or trustworthiness) has the greater influence on buying intention of the advertised products. Thirdly, to investigate whether there is any difference regarding gender characteristics.

For this study we use online survey responses of 208 participants and the statistical programs to analyze the data are SPSS and Gretl.

The finding this study is that trustworthiness followed by attractiveness have the greater influencer on buying intention of the advertised product on YouTube. It appears that for female and male respondents expertise dimension of credibility, doesn’t significantly impact viewer’s buying intention of the advertised product on YouTube.

The business implication is that brand marketers should select influencers who are considered trustworthy and attractive by their community in order to have more effective online marketing campaigns on YouTube platform.