RESPONSE OF YOUTUBE SPECTATORS TO INTEGRATED PROPAGANDA TO THE VIDEO CONTENT

Authors

DOI:

https://doi.org/10.20873/uft.2447-4266.2019v5n6p171

Keywords:

YouTube; Propaganda; Netnografia.

Abstract

This article purpose to analyze the response of YouTube users to advertisement inserted within the content of videos. To reach this aim, an exploratory and qualitative research was carried out through the netnographic method. As main results it was perceived that there are five models used by content producers for the insertion of advertisements in the content of videos. The models with the highest response from users were those who presented the product for a longer period of time. Since the advertisements that presented a more positive response from the users were those that generated information, entertainment or were customized for the audience that attended them.

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Author Biographies

Kathiane Benedetti Corso, CKB, unipampa

PhD in support of the decision by the Federal University of Rio Grande do Sul, master's degree in administration from the Federal University of Santa Maria and a degree in administration from the Federal University of Santa Maria. Adjunct Professor at the Federal University of Pampa,

matheus de mello barcellos, BMM, unipampa

Master's degree in administration from the Federal University of Pampa and a degree in administration from the University of the Region of Campaign.

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Published

2019-10-01

How to Cite

CORSO, Kathiane Benedetti; BARCELLOS, Matheus de Mello. RESPONSE OF YOUTUBE SPECTATORS TO INTEGRATED PROPAGANDA TO THE VIDEO CONTENT. Observatory Journal, [S. l.], v. 5, n. 6, p. 171–196, 2019. DOI: 10.20873/uft.2447-4266.2019v5n6p171. Disponível em: https://sistemas.uft.edu.br/periodicos/index.php/observatorio/article/view/6218. Acesso em: 22 jul. 2024.

Issue

Vol. 5 No. 6 (2019): v. 5 n. 6 (2019): Netnografia e Humanidades Digitais: perspectivas e desafios Out-Dez (2019)

Section

Dossiê Temático / Thematic dossier / Dossier temático

License

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