Interpersonal Interactivity: Studies provide support to the assumption that interactivity

could be one of the factors that influence perceived information credibility

YouTube offers artists with a forum to create, upload, and publish for them. Initial content
sharing. Users will therefore search and find new entities, knowledge and even chat with their
favourite media stars. YouTube is the platforms that encourage user interaction. From the
comment field to the button on like and hate, content in the form of inquiries, complaints,
appreciation, and positive opinions, developers are continuously receiving input from their
fans. We see how viewers can develop interpersonal relationships with influencers because of
this commitment which creates a sense of engagement with a content maker. Interpersonal
relationships are characterised as a solid, intense, or close relationship or friendship between
two or more entities that may vary from brief to lasting in length. Inference, passion,
solidarity, daily business contacts, or some other form of social involvement may be the
source of this relationship. This is one of the first components I will address that an existence
of YouTube requires. These interactions are classified by watching vlogs, commenting on
videos and photos, or even direct messages to the influencer. YouTube boasts a heightened
ability to serve as a technology of intimacy, affording the formation of affective bonds
through both the visual and communicative elements of its interface (Berryman & Kavka,
2017). Celebrity endorsements are considered credible sources in generating a positive
eWOM regarding particular products and services (Spry, Pappu, & Bettina Cornwell,
2011)

Not only does the comment section encourage viewers of a video to communicate and
influence each other, but it also invites channel hosts to connect with their fans or
subscribers. From technological and social viewpoints, extant studies have identified
Interpersonal Interactivity (Burgoon et al., 2002; Heeter, 2000; Liu & Shrum, 2002; Steuer,
1992). Steuer (1992). He spoke of interactivity from a technological point of view and
described the concept as "the degree to which users can engage in the real-time alteration of
the shape and content of a controlled setting" (p. 84). In addition, Burgoon and colleagues
(2002) clarified the idea of interactivity from the perspective of user-to - user communication.
The current study refers to the interaction between the uploader and the viewer of the video
as interactivity. And It is easy to see the degree of interactivity in the current sense as the
YouTube influencers regularly engage with their fans or audiences. Studies provide support
to the assumption that interactivity could be one of the factors that influence perceived
information credibility (Fogg et al., 2003; Kim, Bickart, Brunel, & Pai, 2012; Metzger, 2007;
Metzger & Flanagin, 2013; Sundar, 2008).

Interactivity
Sr. No Statement's
1 It is easy to contact this person
2 This person is willing to interact with me
3 This person is influenced by me
4 This person interacts with me frequently
References

 Nouri, M. (2018). The power of influence: traditional celebrity vs social media

influencer.
 Xiao, M., Wang, R., & Chan-Olmsted, S. (2018). Factors affecting YouTube
influencer marketing credibility: a heuristic-systematic model. Journal of media
business studies, 15(3), 188-213.
