## 4 Results and Discussion  
To analyze the interaction effect of type of message and a YouTube's media metrics on attitudes towards the vlog (H1), the product (H2), and the brand (H3), three two-way analyses of variance (Two-way ANOVA) were performed on each dependent variable. To analyze the moderator effect of conformity intention on the effect of type of message X YouTube's numbers on attitudes towards the vlog (H4), the product (H5), and the brand (H6), three three-way analyses of variance (Three-way ANOVA) on each dependent variable were performed. The hypotheses that were tested, the analytical techniques and the results obtained are summarized in Table 1.  
The Effect of Type of Message Moderated by a YouTube's Media Metrics on Customers' Responses (H1, H2, and H3)  
Three two-way, between-subjects ANOVAs were conducted to analyze the interaction effect of a YouTube's media metrics conditions (high and no information) and the effect of type of message (1 SM and 2 SM) on attitudes towards the vlog, the product, and the brand. The moderator effect of a YouTube's media metrics on the effect of type of message on customers' responses was supported only for attitude towards the vlog (H1). There was a statistically significant interaction between the effects of the type of message condition and a YouTube's media metrics conditions on attitude towards the vlog (F(1, 121) = 10.321, \(p\) = 0.002), supporting H1a and H1b (Figure 2). As expected for a 1 SM, individuals submitted to the high YouTube's media metrics condition showed a more positive attitude towards the vlog (M = 3.95, SD = 1.63) than did individuals submitted to the no information of the YouTube's media metrics condition (M = 2.96, SD = 1.39, t(61) = \(-\)2.595, \(p\) = 0.012). On the other \begin{table}
\begin{tabular}{c c c c} \hline \hline  & **Hypotheses** & **Analysis** & **Result** \\ \hline H1a & 1 SM: high YouTube’s media metrics gives a more positive attitude towards the vlog than without YouTube’s media metrics & Two-Way ANOVA & \(\surd\) \\ \hline H1b & 2 SM: high YouTube’s media metrics gives a less positive attitude towards the vlog than without YouTube’s media metrics & & \(\surd\) \\ \hline H2a & 1 SM: high YouTube’s media metrics gives a more positive attitude towards the product than without YouTube’s media metrics & & \(\surd\) \\ \hline H2b & 2 SM: high YouTube’s media metrics gives a less positive attitude towards the product than without YouTube’s media metrics & Two-Way ANOVA & X \\ \hline H3a & 1 SM: high YouTube’s media metrics gives a more positive attitude towards the brand than without YouTube’s media metrics & & \\ \hline H3b & 2 SM: high YouTube’s media metrics gives a less positive attitude towards the brand than without YouTube’s media metrics & & \\ \hline H4 & Conformity intention moderates the interaction effect of type of message X YouTube’s media metrics on attitude towards the vlog & Three-Way ANOVA & \(\surd\) \\ \hline H5 & Conformity intention moderates the interaction effect of type of message X YouTube’s media metrics on attitude towards the product & Three-Way ANOVA & X \\ \hline H6 & Conformity intention moderates the interaction effect of type of message X YouTube’s media metrics on attitude towards the brand & Three-Way ANOVA & X \\ \hline \hline \end{tabular}
\end{table} 
Table 1: Hypotheses, analytical techniques, and results. hand, for the 2 SM, individuals submitted to the high YouTube's media metrics condition showed a less positive attitude towards the vlog (M = 3.18, SD = 1.42) than did individuals submitted to the without the YouTube's media metrics condition (M = 3.88, SD = 1.42, t(60) = 1.937, \(p\) = 0.050). There were no interaction effects of the independent variables on the dependent variables: attitude towards the product (F(1, 121) = 0.873, \(p\) = 0.352) and attitude towards the brand (F(1, 121) = 0.551, \(p\) = 0.459), thus not supporting H2 and H3.