Abstract

GONZALEZ-MARTINEZ, Elier  and  CHICA FREIRE, Diego Alejandro. Subscribers’ Behavior on YouTube:. Dixit [online]. 2018, n.28, pp.56-71. ISSN 1688-3497.  https://doi.org/10.22235/d.v0i28.158.

This research analyzed the behavior of subscribers of the YouTube channel EnchufeTv, from Ecuador, to observe if its contents influence those who consume them. Using a mixed methodological approach, a questionnaire was applied to a sample in the city of Guayaquil and interviews with some subscribers were conducted in order to contrast both data. The results showed that subscribers are influenced by EnchufeTv, in terms of their tastes and the ways in which videos reflect reality. However, they perceive advertising in the content as a barrier to communication and don’t feel attracted to complementary products, which is why an idea of the channel as a brand is not strongly perceived

Keywords : influence; YouTube channel; subscribers; youtubers; videos.

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