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“How to”-videos on YouTube have become a popular source for procedural learning. An important difference to traditional educational videos is that the protagonist is in most cases not a professional teacher. Building on work on social learning from models, this project explores the role of the protagonist by looking at model-observer similarity, source credibility and conversational human voice as protagonist variables. A survey (n = 401) among active Internet users was conducted. The data of this study can be found in this project component.