Should I suggest this YouTube clip? The impact of UGC source credibility on eWOM and purchase intention

What is it about?

Guided by the principles of 'birds of a feather flock together,' we investigate why YouTube viewers are easily attracted to like-minded broadcasters. We show that consumers' shared mindset bonding in user-generated content is highly effective in building perceived credibility, which eventually leads to product consumption and positive word-of-mouth.

Featured Image