Exploring the Effects of Source Credibility on Information Adoption on YouTube

This research-in-progress paper explores the effects of information source credibility (brands versus vloggers), information type (how-to tutorial versus product demonstration), and viewer characteristics on perceptions of information quality, information usefulness, information satisfaction, and information adoption in the context of YouTube videos regarding a technology product, the Apple Watch. The primary goal of this study is to understand how users process information provided through YouTube videos by brands and vloggers, as well as extend existing models of information adoption that solely focus on information and source characteristics without considering characteristics of the user or viewer. Envisioned future steps in this project are discussed as well as implications for research and practice. Data collection will be completed prior to the HCII conference, where results will be presented.