TY - JOUR
T1 - Reviewer's communication style in YouTube product-review videos
T2 - does it affect channel loyalty?
AU - Fitriani, Widia Resti
AU - Mulyono, Arif Budi
AU - Hidayanto, Achmad Nizar
AU - Munajat, Qorib
N1 - Funding Information:
Universitas Indonesia supports this study under PUTI Q1 grant number NKB-1280/UN2.RST/HKP.05.00/2020, titled ?Implementation of Message Framing in E-Commerce Applications Using the Design Science Research Approach.? We also thank the Faculty of Computer Science, Universitas Indonesia, for its support.
Publisher Copyright:
© 2020 The Author(s)
PY - 2020/9
Y1 - 2020/9
N2 - Product-review videos can be a promising marketing method. The popularity of using videos as a medium for product reviews is evidenced by the number of channels that are used to provide product reviews on multiple platforms. Reviewers can use various strategies to attract wider audiences and make these audiences loyal to their channels. This study analyzes the effect of the reviewer's communication style on the audience's loyalty to the channels that provide product reviews, especially on the YouTube platform. Communication-style analysis is associated with hedonic and utilitarian motivation theory, which can be used to explain communication style effect on channel loyalty. This study uses a quantitative approach using questionnaire to obtain data. The data in this study are analyzed using covariance-based structural equation modeling in AMOS 21.0. The results show that communication styles (social-oriented and task-oriented), perceived transparency, perceived enjoyment, credibility, and channel engagement affect channel loyalty. Meanwhile, the informativeness factor does not affect channel loyalty. This paper will also discuss the theoretical and practical implications of the study.
AB - Product-review videos can be a promising marketing method. The popularity of using videos as a medium for product reviews is evidenced by the number of channels that are used to provide product reviews on multiple platforms. Reviewers can use various strategies to attract wider audiences and make these audiences loyal to their channels. This study analyzes the effect of the reviewer's communication style on the audience's loyalty to the channels that provide product reviews, especially on the YouTube platform. Communication-style analysis is associated with hedonic and utilitarian motivation theory, which can be used to explain communication style effect on channel loyalty. This study uses a quantitative approach using questionnaire to obtain data. The data in this study are analyzed using covariance-based structural equation modeling in AMOS 21.0. The results show that communication styles (social-oriented and task-oriented), perceived transparency, perceived enjoyment, credibility, and channel engagement affect channel loyalty. Meanwhile, the informativeness factor does not affect channel loyalty. This paper will also discuss the theoretical and practical implications of the study.
KW - Channel loyalty
KW - Communication styles
KW - E-commerce
KW - Indonesia
KW - Information systems
KW - Information technology
KW - Internet-based information systems
KW - Motivation theory
KW - Product review
KW - Technology adoption
KW - Technology management
UR - http://www.scopus.com/inward/record.url?scp=85090739414&partnerID=8YFLogxK
U2 - 10.1016/j.heliyon.2020.e04880
DO - 10.1016/j.heliyon.2020.e04880
M3 - Article
AN - SCOPUS:85090739414
SN - 2405-8440
VL - 6
JO - Heliyon
JF - Heliyon
IS - 9
M1 - e04880
ER -