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

Schwemmer, Carsten; Ziewiecki, Sandra

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

Dateien

Schwemmer_2-jitz98thovx92.pdfGröße: 666.57 KBDownloads: 41374

Datum

2018

Autor:innen

Schwemmer, Carsten

Ziewiecki, Sandra

Open Access-Veröffentlichung

Open Access Gold

Sammlungen

Politik- und Verwaltungswissenschaft

Publikationstyp

Zeitschriftenartikel

Publikationsstatus

Published

Erschienen in

Social Media + Society. 2018, 4(3), 205630511878672. ISSN 2056-3051. eISSN 2056-3051. Available under: doi: 10.1177/2056305118786720

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.

Fachgebiet (DDC)

320 Politik

Schlagwörter

YouTube, social media, product promotion, influencer marketing, topic modeling

Zitieren

ISO 690

SCHWEMMER, 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}
}

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