Social Media Sellout : The Increasing Role of Product Promotion on YouTube
Social Media Sellout : The Increasing Role of Product Promotion on YouTube
Loading...
Date
2018
Authors
Ziewiecki, Sandra
Editors
Journal ISSN
Electronic ISSN
ISBN
Bibliographical data
Publisher
Series
URI (citable link)
DOI (citable link)
International patent number
Link to the license
EU project number
Project
Open Access publication
Collections
Title in another language
Publication type
Journal article
Publication status
Published
Published in
Social Media + Society ; 4 (2018), 3. - 205630511878672. - ISSN 2056-3051. - eISSN 2056-3051
Abstract
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.
Summary in another language
Subject (DDC)
320 Politics
Keywords
YouTube, social media, product promotion, influencer marketing, topic modeling
Conference
Review
undefined / . - undefined, undefined. - (undefined; undefined)
Cite This
ISO 690
SCHWEMMER, Carsten, Sandra ZIEWIECKI, 2018. Social Media Sellout : The Increasing Role of Product Promotion on YouTube. In: Social Media + Society. 4(3), 205630511878672. ISSN 2056-3051. eISSN 2056-3051. Available under: doi: 10.1177/2056305118786720BibTex
@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>
Internal note
xmlui.Submission.submit.DescribeStep.inputForms.label.kops_note_fromSubmitter
Examination date of dissertation
Method of financing
Comment on publication
Alliance license
Corresponding Authors der Uni Konstanz vorhanden
International Co-Authors
Bibliography of Konstanz
Yes
Refereed
Yes