%0 Journal Article
%T The Interaction Effect of Type of Message X YouTuber¡¯s Media Metrics on Customers¡¯ Responses and the Moderation of Conformity Intention
%J Future Internet | An Open Access Journal from MDPI
%D 2019
%R https://doi.org/10.3390/fi11060135
%X 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. View Full-Tex
%U https://www.mdpi.com/1999-5903/11/6/135