A study on video communication : audience perception of YouTubers and their video content

Abstract

Online consumers are directly and indirectly influenced by a multitude of factors when purchasing products online. The primary objective of this study is to analyze the persuasions, attitudes and motivations of consumers purchasing products online with a special focus being the influence of video communications such as YouTube, the opinions of YouTubers and their videos. The Functional Theory of Attitudes (Katz, 1960) is employed together with the ABC Model of Attitudes (Eagly & Chaiken, 1998) (Van den Berg et. al, 2006), The Hierarchy of Effects model (Lavidge & Steiner 1961) and The Elaboration Likelihood Model (ELM) (Petty & Cacioppo 1986) with regards to consumer attitudinal research. Three focus groups were conducted; one solely male, the other solely female and lastly a mixed group to determine the potential difference in attitudes and perceptions between different genders. The results of this study suggest that YouTube videos greatly influence the pre-purchase decision making process of a large segment of consumers both directly and indirectly. The female members seemed to be more sceptical about subtle advertising techniques whilst the male members were more susceptible to offers and indirect advertising strategies, purchasing products based on recommendations, electronic word of mouth and easy accessibility.