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Perceived Credibility of YouTube Film Trailers and Its Influence on Viewing Intentions in Benin City

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Abstract

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.

Keywords & Additional Information

Keywords

Audience perceptionfilm marketingperceived credibilityviewing intentionsYoutube film trailers

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Author Information

Agada Daniel Ojomugbokenyode

@talk2agadadaniel

Department of Mass Communication, Glorious Vision University, Ogwa, Edo State, Nigeria
Nigeria
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

Publication Details

Volume 2, Issue 1

Year 2026

Pages:504-512
Published:Thu Apr 30 2026
Last Updated:Wed May 13 2026
Perceived Credibility of YouTube Film Trailers and Its Influence on Viewing Intentions in Benin City