The interaction effect of type of message X YouTuber's media metrics on customers' responses and the moderation of conformity intention

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dc.contributor.authorHuertas, M. K. Z.
dc.contributor.authorCOELHO, T. D.
dc.contributor.authorOrcidhttps://orcid.org/0000-0002-8128-3465
dc.date.accessioned2022-01-12T21:56:45Z
dc.date.available2022-01-12T21:56:45Z
dc.date.issued2019-07-05
dc.description.abstract© 2019 by the authors.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 metrics on customers' responses. The results of an experiment showed that high YouTubers' media metrics have more effect for 1SMs and less effect for 2SMs. Additionally, conformity intention moderates the effect of the interaction type of message X media metrics. A high level of conformity intention neutralizes the interaction effect between YouTubers' media metrics and message sidedness. This study makes a theoretical contribution to research into online content and information use, providing explanations of how media metrics of a vlog influence the effect of two types of messages.
dc.description.issuenumber6
dc.description.volume11
dc.identifier.citationHUERTAS, M. K. Z.; COELHO, T. D. The interaction effect of type of message X YouTuber's media metrics on customers' responses and the moderation of conformity intention. Future Internet, v. 11, n. 6, p. jun. 2019.
dc.identifier.doi10.3390/FI11060135
dc.identifier.issn1999-5903
dc.identifier.urihttps://repositorio.fei.edu.br/handle/FEI/3746
dc.relation.ispartofFuture Internet
dc.rightsAcesso Aberto
dc.rights.licenseCreative Commons "Este é um artigo publicado em acesso aberto sob uma licença Creative commons (CC BY 4.0). Fonte: https://www.scopus.com/inward/record.uri?partnerID=HzOxMe3b&scp=85069912727&origin=inward. Acesso em: 11 jan. 2023.
dc.subject.otherlanguageConformity intention
dc.subject.otherlanguageMedia metrics
dc.subject.otherlanguageOne-sided messages
dc.subject.otherlanguageSocial network
dc.subject.otherlanguageTwo-sided messages
dc.subject.otherlanguageYouTube
dc.titleThe interaction effect of type of message X YouTuber's media metrics on customers' responses and the moderation of conformity intention
dc.typeArtigo
fei.scopus.citations2
fei.scopus.eid2-s2.0-85069912727
fei.scopus.subjectConformity intention
fei.scopus.subjectMedia metrics
fei.scopus.subjectOne-sided messages
fei.scopus.subjectTwo-sided messages
fei.scopus.subjectYouTube
fei.scopus.updated2024-07-01
fei.scopus.urlhttps://www.scopus.com/inward/record.uri?partnerID=HzOxMe3b&scp=85069912727&origin=inward
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