Perceived Credibility of YouTube Film Trailers and Its Influence on Viewing Intentions in Benin City
This study examined the perceived credibility of YouTube film trailers and its influence on viewing intentions among residents of Benin City, Edo State, Nigeria. The increasing use of YouTube as a digital marketing platform has transformed how audiences access and evaluate film promotional content, making credibility an important factor in audience decision-making. The study was guided by the Technology Acceptance Model (TAM) and adopted a survey research design. A sample of 384 respondents was drawn from active YouTube users in Benin City using a structured questionnaire as the main instrument for data collection. Data were analysed using descriptive statistics, including frequencies, percentages, and mean scores, with a decision rule of 2.5.Findings revealed that YouTube film trailers are moderately perceived as credible, with respondents acknowledging both their usefulness and their tendency toward exaggeration. Results also showed that YouTube film trailers significantly influence viewing intentions by encouraging film interest, guiding selection, and reducing uncertainty. However, viewing decisions are not based solely on trailer credibility, as respondents also consider other information sources. The study concludes that perceived credibility plays a significant but not exclusive role in shaping audience viewing intentions. It recommends that film marketers ensure accuracy in trailer content and integrate YouTube strategies with other digital promotional tools to enhance trust and audience engagement.
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Agada Daniel Ojomugbokenyode
@talk2agadadaniel
Contributors
Khadijah Yakubu Ashiedzi
Department of Mass Communication, Federal University Lafia, Nasarawa State
Arowolo Solomon Alaba
Department of Mass Communication, Bingham University, Karu, Nasarawa State
Joshua Jonathan
Department of Journalism & Media Studies, Kaduna Polytechnic
Volume 2, Issue 1
Year 2026

