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...