Date Approved


Date Posted


Degree Type

Open Access Senior Honors Thesis

Department or School

Computer Information Systems

First Advisor

Oh, Chong


The potential for marketing via YouTube grows each day, yet there is still much that is unknown about this new channel of digital media. YouTube reports that over 100 hours of video content are uploaded every minute and over 1 billion unique users visit the site every month (YouTube 20 15). This study investigates how the automobile industry uses YouTube to promote successful content. Specifically we apply the Aristotelian appeals persuasion theory (Ethos, Pathos, Logos) in understanding the relationship between video characteristics and ratings. We find that videos with Ethos and Pathos appeals have significant positive correlations with video ratings. The implications of this study are far reaching not only to help Auto Managers reach a larger audience, but also extend the research inquiry on persuasion theory and its applications to digital media. Keywords: