Broadcast Your Product: An Online Experiment on the Persuasive Effects of Product Reviews on YouTube

• In Event: CAT Interactive Papers #3

Abstract

This study deals with the persuasive effect of product reviews uploaded on YouTube. Until now little is known about product reviews in the form of a video on YouTube, which has been uploaded by a common user. To explore this web 2.0 phenomenon, a 2x2x2 online experiment has been conducted. The structure of argumentation (one-sided vs. two-sided), expertise (low vs. high) and the number of views (low vs. high) has been manipulated. To capture the persuasive effects, attitude towards the product, purchase intention, credibility, evaluation of the video and its perceived usefulness has been measured.
Results show that user concentrate on the arguments of a product review to evaluate the product and come to a decision. Product reviews without a contra argument results in a more positive attitude. Further on, experts are perceived as more credible than a layperson. To evaluate credibility, heuristic factors such as expertise and number of views are taken into account. The current study states new findings about product reviews on YouTube.

Author

• Carolin Strassmann, University Duisburg-Essen