Can you believe what you see? A qualitative study about the determinants affecting the perceived credibility of video eWOM

Thesis Purpose: With the increasing popularity of social networks like YouTube, and the increasing accessibility of consumers to devices able to make and edit videos, video reviews are facing a remarkable growth. Hitherto, the research in eWOM has paid more attention to written reviews, leaving a notable gap of research in video eWOM. The purpose of this study was to improve the knowledge about video eWOM, studying the determinants affecting the perceived credibility of video reviews. Indeed, credibility is a crucial factor, playing a significant role in the consumer’s attitude toward a brand or product, and the consequent purchase intention. The study reached an answer to the following question: What are the determinants affecting the perceived credibility of video-eWOM reviews? Theoretical Perspective: The research model, adopted in this study, built upon three (3) main theoretical areas, due to a lack of research in video eWOM and in order to formulate an adequate background, suitable for the interpretation and analysis of data. First, the study drew upon the determinants of perceived credibility, found by prior research in the field of written eWOM. With the purpose of facilitating the use of this theory, it was built a comprehensive model, summarising all the determinants. Second, some theories about the influence of video features on the audience were implemented in order to fully grasp the potentiality of video reviews. Finally, the third area was focused on the peculiar features of nonverbal communication, involved in video reviews through the adoption of images, motion and sound to convey the message. Methodology: The empirical research was performed through a qualitative study based on a variation grounded theory. The data was collected at one point in time, and the sample consisted in 12 female participants who interacted with five (5) video reviews on YouTube. The participants’ opinions were collected performing semi-structured interviews, supported by the techniques of photo elicitation and list of thoughts. The empirical data was then analysed through a sequence of definite steps, based on grounded analysis. Results: The results of the empirical research were summarised in a new model, encompassing all the determinants observed to exert an influence in the current study. Two (2) new determinants of perceived credibility – visual evidence and testing – were revealed along with one (1) new moderator, first impression. Besides, the determinants and moderators, corresponding to the ones of written eWOM, were assessed by the participants through the adoption of more cues, including the reviewer’s appearance, facial expressions, tone of voice, and video features (e.g. setting). Keywords: Video eWOM, Video reviews, Electronic word-of-mouth, Credibility, YouTube