Political YouTube Channel Reputation (PYCR): Development and validation of a multidimensional scale

Although YouTube is driving change in the news and information environment and earning a reputation as an alternative media, there is a lack of research examining what determines people's reputational judgments on YouTube's political channels. Based on in-depth interviews with 32 experts and empirical findings from 380 adults, this research identified factors that impact YouTube users’ reputation perception of political channels and developed a scale. The results showed that the Political YouTube Channel Reputation (PYCR) scale comprises four distinctive dimensions: news credibility, political ideology, user-oriented communication, and quality management. The reliability and validity of the scale were assessed, using exploratory and confirmatory analyses and construct validity. The PYCR scale has a variety of potential applications for users, political influencers, and YouTube, and it can serve as a theoretical framework for future empirical research in this novel and emerging area.