The impact of product placements in YouTube tutorials on the buying decision

This study examines how product placements in YouTube tutorials influence the attitude towards the tutorial and a purchase intention. Using the Source Credibility Theory, Social Comparison Theory, and the Halo Effect Theory, this study proposes a model which asses the influence of expertness, trustworthiness and attractiveness of YouTube influencer on the attitude towards the tutorial and thereby onto the purchase intention. The hypothesized model is tested using structural equation modeling. The results support the proposed model with a major impact of the construct of attractiveness. Accordingly YouTube tutorials are identified as an innovation capability for the competitiveness of national and global market participants and managerial implications are given