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Examining Endorsement And Viewership Effects On The Source Credibility Of Youtubers, Stephanie Fred
Examining Endorsement And Viewership Effects On The Source Credibility Of Youtubers, Stephanie Fred
USF Tampa Graduate Theses and Dissertations
The growth of YouTube has resulted in the industrialization of a platform that redefines mainstream success. Success measures such as endorsements and viewership are serving as motivational factors for YouTubers. YouTubers and brands want more views, but are those motivations effecting perception? While much research has focused on the effects that YouTube has on the brand, this study focuses on the effects that the brand has on the YouTuber. It also determines whether viewership affects YouTuber perception and whether it‟s a success measure worth using. Using the constructs of the source credibility theory, this study assessed the main effect of …