Title UNBOXING AND BRANDS: YOUTUBERS PHENOMENON THROUGH THE CASE STUDY OF EVANTUBEHD
Authors Ramos-Serrano, Marina, HERRERO DIZ, PAULA, HERRERO DIZ, PAULA
External publication No
Means Prism. Soc.
Scope Article
Nature Científica
SJR Quartile 3
SJR Impact 0.16200
Area International
Web https://www.scopus.com/inward/record.uri?eid=2-s2.0-85018423774&partnerID=40&md5=bdb28f24c2c46df1d815a31f08f7ef8c
Publication date 01/05/2016
ISI 000383031100004
Scopus Id 2-s2.0-85018423774
Abstract The general objective of this paper is to go deeper into the youtubers phenomenon as opinion leaders, therefore, the importance of these people as prescriptors for children and teenagers. Specifically, we propose to analyse the case of Evan Snyderan American child who, at the age of eight, (2011) began to use YouTube to comment on video games. While his number of followers increased, the themes of his videos became more and more diverse. We have carried out a content analysis of Evan Snyder's youtube channel. The variables to be examined are: brands which appear in the videos, the sectors to which they belong, as well as video types. The results show that his leadership starts in the first period when the teenager develops his personality and specialization.
Keywords YouTube; children; teens; adolescents; brands; influence; prescription; engagement
Universidad Loyola members