Social Media Sellout : The Increasing Role of Product Promotion on YouTube

Lade...
Vorschaubild
Dateien
Schwemmer_2-jitz98thovx92.pdf
Schwemmer_2-jitz98thovx92.pdfGröße: 666.57 KBDownloads: 41084
Datum
2018
Autor:innen
Ziewiecki, Sandra
Herausgeber:innen
Kontakt
ISSN der Zeitschrift
Electronic ISSN
ISBN
Bibliografische Daten
Verlag
Schriftenreihe
Auflagebezeichnung
ArXiv-ID
Internationale Patentnummer
Link zur Lizenz
Angaben zur Forschungsförderung
Projekt
Open Access-Veröffentlichung
Open Access Gold
Core Facility der Universität Konstanz
Gesperrt bis
Titel in einer weiteren Sprache
Forschungsvorhaben
Organisationseinheiten
Zeitschriftenheft
Publikationstyp
Zeitschriftenartikel
Publikationsstatus
Published
Erschienen in
Zusammenfassung

Since its foundation in 2005, YouTube, which is considered to be the largest video sharing site, has undergone substantial changes. Over the last decade, the platform developed into a leading marketing tool used for product promotion by social media influencers. Past research indicates that these influencers are regarded as opinion leaders and cooperate with brands to market products on YouTube through electronic-word-of-mouth mechanisms. However, surprisingly little is known about the magnitude of this phenomenon. In our article, we make a first attempt to quantify product promotion and use an original dataset of 139,475 videos created by German YouTube channels between 2009 and 2017. Applying methods for automated content analysis, we find that YouTube users indeed are confronted with an ever-growing share of product promotion, particularly in the beauty and fashion sector. Our findings fuel concerns regarding the social and economic impact of influencers, especially on younger target groups.

Zusammenfassung in einer weiteren Sprache
Fachgebiet (DDC)
320 Politik
Schlagwörter
YouTube, social media, product promotion, influencer marketing, topic modeling
Konferenz
Rezension
undefined / . - undefined, undefined
Zitieren
ISO 690SCHWEMMER, Carsten, Sandra ZIEWIECKI, 2018. Social Media Sellout : The Increasing Role of Product Promotion on YouTube. In: Social Media + Society. 2018, 4(3), 205630511878672. ISSN 2056-3051. eISSN 2056-3051. Available under: doi: 10.1177/2056305118786720
BibTex
@article{Schwemmer2018-08-14Socia-44471,
  year={2018},
  doi={10.1177/2056305118786720},
  title={Social Media Sellout : The Increasing Role of Product Promotion on YouTube},
  number={3},
  volume={4},
  issn={2056-3051},
  journal={Social Media + Society},
  author={Schwemmer, Carsten and Ziewiecki, Sandra},
  note={Article Number: 205630511878672}
}
RDF
<rdf:RDF
    xmlns:dcterms="http://purl.org/dc/terms/"
    xmlns:dc="http://purl.org/dc/elements/1.1/"
    xmlns:rdf="http://www.w3.org/1999/02/22-rdf-syntax-ns#"
    xmlns:bibo="http://purl.org/ontology/bibo/"
    xmlns:dspace="http://digital-repositories.org/ontologies/dspace/0.1.0#"
    xmlns:foaf="http://xmlns.com/foaf/0.1/"
    xmlns:void="http://rdfs.org/ns/void#"
    xmlns:xsd="http://www.w3.org/2001/XMLSchema#" > 
  <rdf:Description rdf:about="https://kops.uni-konstanz.de/server/rdf/resource/123456789/44471">
    <bibo:uri rdf:resource="https://kops.uni-konstanz.de/handle/123456789/44471"/>
    <dc:contributor>Schwemmer, Carsten</dc:contributor>
    <dcterms:hasPart rdf:resource="https://kops.uni-konstanz.de/bitstream/123456789/44471/3/Schwemmer_2-jitz98thovx92.pdf"/>
    <dc:contributor>Ziewiecki, Sandra</dc:contributor>
    <dc:rights>Attribution-NonCommercial 4.0 International</dc:rights>
    <dc:creator>Ziewiecki, Sandra</dc:creator>
    <dc:creator>Schwemmer, Carsten</dc:creator>
    <void:sparqlEndpoint rdf:resource="http://localhost/fuseki/dspace/sparql"/>
    <foaf:homepage rdf:resource="http://localhost:8080/"/>
    <dspace:hasBitstream rdf:resource="https://kops.uni-konstanz.de/bitstream/123456789/44471/3/Schwemmer_2-jitz98thovx92.pdf"/>
    <dcterms:issued>2018-08-14</dcterms:issued>
    <dcterms:isPartOf rdf:resource="https://kops.uni-konstanz.de/server/rdf/resource/123456789/42"/>
    <dc:language>eng</dc:language>
    <dcterms:title>Social Media Sellout : The Increasing Role of Product Promotion on YouTube</dcterms:title>
    <dcterms:rights rdf:resource="http://creativecommons.org/licenses/by-nc/4.0/"/>
    <dcterms:abstract xml:lang="eng">Since its foundation in 2005, YouTube, which is considered to be the largest video sharing site, has undergone substantial changes. Over the last decade, the platform developed into a leading marketing tool used for product promotion by social media influencers. Past research indicates that these influencers are regarded as opinion leaders and cooperate with brands to market products on YouTube through electronic-word-of-mouth mechanisms. However, surprisingly little is known about the magnitude of this phenomenon. In our article, we make a first attempt to quantify product promotion and use an original dataset of 139,475 videos created by German YouTube channels between 2009 and 2017. Applying methods for automated content analysis, we find that YouTube users indeed are confronted with an ever-growing share of product promotion, particularly in the beauty and fashion sector. Our findings fuel concerns regarding the social and economic impact of influencers, especially on younger target groups.</dcterms:abstract>
    <dspace:isPartOfCollection rdf:resource="https://kops.uni-konstanz.de/server/rdf/resource/123456789/42"/>
    <dcterms:available rdf:datatype="http://www.w3.org/2001/XMLSchema#dateTime">2019-01-09T10:22:57Z</dcterms:available>
    <dc:date rdf:datatype="http://www.w3.org/2001/XMLSchema#dateTime">2019-01-09T10:22:57Z</dc:date>
  </rdf:Description>
</rdf:RDF>
Interner Vermerk
xmlui.Submission.submit.DescribeStep.inputForms.label.kops_note_fromSubmitter
Kontakt
URL der Originalveröffentl.
Prüfdatum der URL
Prüfungsdatum der Dissertation
Finanzierungsart
Kommentar zur Publikation
Allianzlizenz
Corresponding Authors der Uni Konstanz vorhanden
Internationale Co-Autor:innen
Universitätsbibliographie
Ja
Begutachtet
Ja
Diese Publikation teilen