YouTubers Creativity in Creating Public Awareness of COVID-19 in Indonesia: A YouTube Content Analysis

Sofian, Ferane Aristrivani

doi:10.1109/icimtech50083.2020.9211149

Cited by 8 publications

(7 citation statements)

References 13 publications

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“…The way the speaker presents professional public speaking to convince the audience is credible. The credible speaker may deliver an amount of information using semi-informal language to make sure the audience understand what the speaker deliver (Sofian, 2020). Therefore, previous scholars (Fitriani et al, 2020)adopted credibility to examine whether the reviewer that provides information in a reliable and trustworthy manner has the potential to increase the customer's interest to pay attention to watch the video review.…”

Section: Trusted Factors Of Video Word Of Mouth (Vwom) That Can Influ...mentioning

confidence: 99%

“…Numerous studies have found that vWOMs are posted on social commerce platforms to share experience or information with online customers that need it (Bezbaruah & Trivedi, 2020;Jain et al, 2018;Sokolova & Kefi, 2020;Tellis et al, 2019;Yang et al, 2017;Zhu et al, 2020) , but to date, there is a lack of studies looking at trusted attributes of vWOM, and how communication is carried out through the videos that can be trusted and influence purchase intention. A number of authors have given more attention to the characteristics of the reviewer in the video as one of the trusted attributes of vWOM (Chen & Dermawan, 2020;Fitriani et al, 2020;Sofian, 2020), with little attention given to video content that the reviewer conveys to the audiences (Ananda & Wandebori, 2016;Sokolova & Kefi, 2020). Identification of trusted vWOM factors is important in influencing purchase intention, and purchase decision.…”

Section: Introductionmentioning

confidence: 99%

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A Model of Trusted Video Word of Mouth (vWOM) Factors that Can Influence Purchase Intention

Hairudin,

Dahlan

2024

IJARBSS

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The culture of online shopping has evolved as more people turn to video word of mouth (vWOM) before making a purchase decision. vWOM is referred to online product reviews using a video-based format. The vWOM was created by reviewers to share their experience and information with other customers. Therefore, customers who seek information about particular product can watch vWOM to know the reviewer's experience. However, there is a lack of attention on how the information conveyed through vWOM can be trusted and influence purchase intention. Due to that, this study identifies the factors of trusted vWOM in influencing purchase intention through literature review. Therefore, there are seven vWOM factors identified, which consists of informative, credible, perceived transparency, perceived benefit, expertise, attractiveness, and perceived emotion. All the selected vWOM factors are calculated using formula and only factors that achieve weight of factor 0.5 and above are selected. Next, the definition of trust is applied in this study in order to analyse all the vWOM factors to make sure it is trusted. The three components of Rhetoric Theory which are Logos, Pathos and Ethos have also been identified as the underpinned theory in this study. Before developing a model, this study mapping the trusted factors of vWOM to the components of Rhetoric Theory. The vWOM factors categorized under Logos are informative, credible, perceived benefit, and perceived transparency. While facial expression and tone of voice factors are categorized under Pathos. Expertise and attractiveness are categorized under Ethos. The finding of this study is a model of the trusted vWOM that can influence the purchase intention and its hypothesis.

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Section: Trusted Factors Of Video Word Of Mouth (Vwom) That Can Influ...mentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

A Model of Trusted Video Word of Mouth (vWOM) Factors that Can Influence Purchase Intention

Hairudin,

Dahlan

2024

IJARBSS

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“…Consequently, US YouTubers participated in social media's #StayHome #WithMe (SHWM) movement, helping people to cope and connect with others by posting entertaining and comforting content that reduced people's stress and diverted their attention from pandemic-related stressors (Niu et al, 2021). Sofian (2020) found that five popular Indonesian YouTubers raised public awareness about COVID-19 to counter false information when the Indonesian government did not.…”

Section: Agbesementioning

confidence: 99%

Roles played by Nigerian YouTube micro-celebrities during the COVID-19 pandemic

Agbese

2022

Afr. j. inf. commun. (Online)

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In 2020, during the COVID-19 pandemic, Nigerian social media micro-celebrities were prominent players in the dissemination of information. This study examines the roles that one group of Nigerian micro-celebrities, YouTube video bloggers (vloggers)—also known as “YouTubers”—played during the pandemic. The research analysed the contents of COVID-19-themed videos that 15 popular Nigerian YouTubers posted on their channels between 29 February and 5 August 2020. The study was guided by the two-step flow of communication theory, in terms of which information first flows from mass media to opinion leaders, who then, in the second step, share the information with their audiences. The study found that all 15 YouTubers played positive roles as opinion leaders—by providing health and safety information on COVID-19, challenging myths, and educating audiences through entertainment. Only two of the YouTubers studied were found to have shared some information that misinformed their audiences about the virus and how to fight it. The study therefore concluded that Nigerian YouTubers, as opinion leaders, can be important allies to governments and organisations when health crises arise in the country.

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“…Furthermore, such a trend (regarding the high – and increasing – number of Indonesians accessing YouTube from time to time) tends to also be affected by the recent COVID-19 pandemic outbreak, which occurs all over the world – including Indonesia (Sofia, 2020; Supadiyanto and Murti, 2022). In this case, because people were strongly advised (and obligated at some point) to stay and do all of their activities at their respective homes, then it could be understandable that these people will certainly spend most of their time “locked” within their homes, which in turn could increase the risk of these people experiencing boredom throughout their daily life (Travis and Nix, 2020).…”

Section: Introductionmentioning

confidence: 99%

Antecedents of viewers’ watch behavior toward YouTube videos: evidence from the most populous Muslim-majority country

Keni

Wilson

Teoh

2023

JIMA

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Purpose This study aims to determine the impact of attitude toward content creators, subjective norm and perceived content quality in affecting people’s intention and behavior to watch videos posted on YouTube in Indonesia. Design/methodology/approach Using questionnaire, data from the total of 112 individuals living in Indonesia were gathered in this study, and these respondents are individuals who have been watching YouTube contents at least 3 h a day for the past eight months. Moreover, all of these data were processed and analyzed using PLS method to determine the impact given by one variable toward the other. Findings Based on the results of the analysis, the authors concluded that both factors, namely, content credibility and perceived content quality, play significant and positive roles in determining people’s intention to watch – and ultimately behavior to watch – contents or videos published on YouTube, with the former turned out to be the stronger predictor. Originality/value The current study attempts to modify and merge both the concept of theory of reasoned action and product quality theory to explain Indonesians’ behavior toward watching contents published on YouTube, and to the best of the authors’ knowledge, this type of studies is still in rarity.

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YouTubers Creativity in Creating Public Awareness of COVID-19 in Indonesia: A YouTube Content Analysis

Cited by 8 publications

References 13 publications

A Model of Trusted Video Word of Mouth (vWOM) Factors that Can Influence Purchase Intention

A Model of Trusted Video Word of Mouth (vWOM) Factors that Can Influence Purchase Intention

Roles played by Nigerian YouTube micro-celebrities during the COVID-19 pandemic

Antecedents of viewers’ watch behavior toward YouTube videos: evidence from the most populous Muslim-majority country

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