<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>0797-3691</journal-id>
<journal-title><![CDATA[Dixit]]></journal-title>
<abbrev-journal-title><![CDATA[Dixit]]></abbrev-journal-title>
<issn>0797-3691</issn>
<publisher>
<publisher-name><![CDATA[Universidad Católica del Uruguay.]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S0797-36912018000100056</article-id>
<article-id pub-id-type="doi">10.22235/d.v0i28.158</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Conducta de los suscriptores en YouTube:]]></article-title>
<article-title xml:lang="en"><![CDATA[Subscribers&#8217; Behavior on YouTube:]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[González-Martínez]]></surname>
<given-names><![CDATA[Elier]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Chica Freire]]></surname>
<given-names><![CDATA[Diego Alejandro]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad Politécnica Salesiana de Ecuador  ]]></institution>
<addr-line><![CDATA[Guayaquil ]]></addr-line>
<country>Ecuador</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>06</month>
<year>2018</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>06</month>
<year>2018</year>
</pub-date>
<numero>28</numero>
<fpage>56</fpage>
<lpage>71</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.edu.uy/scielo.php?script=sci_arttext&amp;pid=S0797-36912018000100056&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.edu.uy/scielo.php?script=sci_abstract&amp;pid=S0797-36912018000100056&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.edu.uy/scielo.php?script=sci_pdf&amp;pid=S0797-36912018000100056&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen: La presente investigación analizó la conducta de los suscriptores del canal de YouTube EnchufeTv, de origen ecuatoriano, para observar si sus contenidos influyen en quienes los consumen. Utilizando un enfoque metodológico mixto, se aplicó un cuestionario a una muestra seleccionada en la ciudad de Guayaquil y se realizaron entrevistas a ciertos suscriptores del canal, para luego contrastar ambos datos. Los resultados arrojaron que los suscriptores se ven influenciados por EnchufeTv, en cuanto a sus gustos y a las formas en que los videos reflejan la realidad. Sin embargo, perciben la publicidad en los contenidos como una barrera a la comunicación y no se sienten atraídos a consumir productos complementarios, por lo que no se percibe una idea fuerte del canal como marca]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract: 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&#8217;t feel attracted to complementary products, which is why an idea of the channel as a brand is not strongly perceived]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[influencia]]></kwd>
<kwd lng="es"><![CDATA[canal de YouTube]]></kwd>
<kwd lng="es"><![CDATA[suscriptores]]></kwd>
<kwd lng="es"><![CDATA[youtubers]]></kwd>
<kwd lng="es"><![CDATA[videos]]></kwd>
<kwd lng="en"><![CDATA[influence]]></kwd>
<kwd lng="en"><![CDATA[YouTube channel]]></kwd>
<kwd lng="en"><![CDATA[subscribers]]></kwd>
<kwd lng="en"><![CDATA[youtubers]]></kwd>
<kwd lng="en"><![CDATA[videos]]></kwd>
</kwd-group>
</article-meta>
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