Research question: How does influencers on YouTube affect the consumers' willingness to rely on provided information and which factor has the most effect?
Purpose: This study intends to capture an understanding of online consumer behavior regarding influencer marketing on YouTube and the way viewers build trust towards influencers.
Method: A quantitative study based on an online survey with a total of 324 respondents. Collected data was analyzed through correlations and linear regressions with the help of SPSS.
Conclusion: The study discovered that influencers have a positive effect on consumers’ willingness to rely on product information, whereas the quality of the information that is provided by the influencers is the most influential factor.