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TABLE OF CONTENTS ABSTRACT...................................................................................................................................................... 5 1. INTRODUCTION........................................................................................................................................ 6 2. THEORETICAL FRAMEWORK............................................................................................................ 8 2.1. TEENAGERS’ BEHAVIOR ON SOCIAL MEDIA.............................................................................................................8 2.2. TEENAGERS’ IDENTIFICATION WITH YOUTUBERS................................................................................................8 2.3. INFLUENCE OF YOUTUBERS ON TEENAGERS’ BEHAVIOR .................................................................................. 10 2.4. AWARENESS OF TEENAGERS .................................................................................................................................. 11 2.5. CONCEPTUAL FRAMEWORK....................................................................................................................................11 3. RESEARCH DESIGN AND METHODOLOGY...............................................................................12 3.1. DESIGN ....................................................................................................................................................................... 12 3.2. PARTICIPANTS .......................................................................................................................................................... 12 3.3. PROCEDURE ..............................................................................................................................................................12 3.4. DATA ANALYSIS ........................................................................................................................................................ 13 4. RESULTS...................................................................................................................................................14 4.1. BEHAVIOR..................................................................................................................................................................14 4.2. IDENTIFICATION.......................................................................................................................................................17 4.3. INFLUENCES ON BEHAVIOR ....................................................................................................................................19 4.4. AWARENESS .............................................................................................................................................................. 22 5. DISCUSSION............................................................................................................................................26 5.1. MAIN FINDINGS ........................................................................................................................................................26 5.2. LIMITATIONS & FUTURE RESEARCH .....................................................................................................................27 6. CONCLUDING REMARKS .................................................................................................................. 28 7. REFERENCES ......................................................................................................................................... 29 8. APPENDICES..............................................................................................................................................31 APPENDIX A) INTERVIEW QUESTIONS FOR TEENAGERS ........................................................................................... 31 APPENDIX B) INTERVIEW QUESTIONS FOR YOUTUBERS..........................................................................................32 APPENDIX C) QUESTIONS FROM OTHER RESEARCHES .............................................................................................. 33 APPENDIX D) SPONSORED CONTENT OF YOUTUBERS USED TO MEASURE AWARENESS ....................................34 W.M. WESTENBERG MSC THESIS - INFLUENCE OF YOUTUBERS ON TEENAGERS 4PDF Image | The influence of YouTubers on teenagers
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