Abstract
ABSTRACTBased on a heuristic approach to information processing, thematic reference of YouTube’s sidebars and YouTuber’s linguistic style are viewed as cues that should impact viewers’ evaluation of videos. In this study, a 2 × 2 online experiment was conducted wherein these factors were varied systematically for a video about nutrition myths. 147 participants assessed the credibility of information, YouTuber’s trustworthiness, and the self-reported learning gain. Results showed that a sidebar referring to similar (vs. unrelated) videos increased participants’ perceived trustworthiness of a YouTuber who used a YouTube-typical (vs. formal) language. Moreover, participants judged the learning gain to be higher when YouTube’s sidebar referred to similar videos. However, thematic reference of sidebar and linguistic style did not impact participants’ credibility judgments. Since people seem to recognize YouTube’s sidebars when evaluating videos, YouTube’s recommendation criteria might not only mediate videos, but also influence people’s judgments of YouTubers and videos.
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