earticle

영어

YouTube, the world second most visited website and the most popular video sharing platform, has become an important place for online word-of-mouth. With this growth, personal webcasters, so-called YouTube creators, are gradually expanding their influence in social media. In this study, we are going to focus on examining the antecedent factors which make personal webcasting content go viral. Our study adopt the Elaboration Likelihood Model (ELM) to identify central (i.e., argument quality) and peripheral (i.e., creator credibility and platform credibility) cues that affect personal webcasting content viewers’ cognitive and affective attitude, and their viral behavior intention toward the YouTube channel. In addition, the moderating effect of issue involvement between central and peripheral cues and viewers’ attitude toward the YouTube channel will be examined.