Peer or expert? The persuasive impact of YouTube public service announcements producers

To promote prosocial concerns and call attention to social problems, public service advertising practitioners are increasingly trying to involve laypeople in creating and delivering persuasive campaign messages.

Peer or expert? The persuasive impact of YouTube public service announcements producers

Hye-Jin Paek, Thomas Hove and Hyun Ju JeongMichigan State University

Mikyoung KimEwha Womans University

Introduction

The increasing popularity of websites that feature user-generated content (UGC) has triggered a new phase in public service advertising campaigns (Croft 2008; Todi 2008; Vance et al.2009). One website that has rapidly become a key hub for sharing user-generated videos is YouTube (Loechner 2008). Researchers who study new media have noted that YouTube and other UGC websites are creating new viewing patterns, social interactions and...

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