Abstract
This research analyzed the behavior of subscribers to the YouTube channel EnchufeTv, of Ecuadorian origin, to observe whether its content influences those who consume it. Using a mixed methodological approach, a questionnaire was applied to a selected sample in the city of Guayaquil and interviews were conducted with certain subscribers of the channel, to later contrast both data. The results showed that subscribers are influenced by EnchufeTv, in terms of their tastes and the ways in which the videos reflect reality. However, they perceive advertising in the content as a barrier to communication and are not attracted to consume complementary products, so they do not perceive a strong idea of the channel as a brand.
| Translated title of the contribution | Conduct of Subscribers on Youtube: Case Study of the Enchufetv Channel |
|---|---|
| Original language | Spanish (Ecuador) |
| Pages (from-to) | 56-71 |
| Number of pages | 16 |
| Journal | Dixit |
| Volume | 1 |
| Issue number | 1 |
| DOIs | |
| State | Published - 8 May 2018 |
Keywords
- Influence
- Subscribers
- Videos
- YouTube Channel
- Youtubers
CACES Knowledge Areas
- 413A Social and Cultural Studies