PDF Publication Title:
Text from PDF Page: 009
creating unique content on the Internet and can be the boy or girl living next door or a kid from the same school. Attention is gained for their personalities, unique talents and creativity, which teenagers strive to achieve. They started from the bottom and grew follower by follower. The intimate stories about personal lives make them seem approachable and trustworthy. According to a study by Variety (2014), not many teenagers can relate to the lifestyle of Hollywood celebrities like Jennifer Lawrence and Justin Bieber or the amount of money they earn. YouTubers that are swallowed by Hollywood are in danger of becoming less authentic versions of themselves. Teenagers will notice this right away. YouTubers are often about the same age as their audience. For them it is easier to create content that fits the current frame of reference of teenagers. People tend to copy behavior of people they like, or share the same behavioral style (Bentley, Earls & O’Brien, 2011). According to researchers of the Stony Brook University (2015), behaviors and beliefs are more contagious among those with shared social connections. Imitating others leads to social benefits, like bonding together on social groups. YouTubers are seen as authentic when reviewing a product or brand (Influencer Marketing, 2012). Followers believe that recommendations or discouragements are honest. Information in consumer reviews that is not originated by the company or brand is seen as more credible than marketer-sponsored information. In order to look more honest and transparent to the followers, YouTubers label their promoted messages and videos with special hashtags like #spon, meaning the content or product is sponsored. This way YouTubers save their own face of being transparent and authentic. In some countries the Advertising Standards Authority rules that YouTubers have to add labels to their paid advertisements (The Guardian, 2014). By adding #sponsored hashtags, viewers can prepare themselves that the following message contains information for which is paid. Lastly, YouTubers who are active on social media can easily interact with their audience. In a study conducted by Sehdev (2014), YouTubers were judged to be more engaging and extraordinary. For example, one of the most famous YouTuber called PewDiePie has an endearing attitude towards his fans. He interacts on social media and lovingly refers to his subscribers as ‘bros’ (Marrs, 2015). Personal interaction makes the YouTuber more beloved and sympathetic. The reach and impact of eWOM networks such as YouTube has expanded enormously (Dellarocas, 2003) and with the possibilities of social media it is easier than ever to become a YouTuber. A theory that emphasizes learning from social environment is the social cognitive theory by Miller and Dollard (1941). This theory focuses on learning by observing others that occurs within a social context (Hurst, 2016). In 1977, Bandura expanded the proposition of social learning. His famous Bobo doll experiment showed when and why children display aggressive behaviors and demonstrated the value of modeling for novel behaviors (Evans & Bandura, 1989). The theory is applied in many different areas like mass media and marketing. The use of celebrities, such as YouTubers, to endorse and introduce products to certain demographics is an example of the application of this theory, because they illustrate the influence the media possesses in shaping audience behaviors and actions (Pal, 2011). People learn by observing others, also called models, which demonstrate behavior (Bandura, 1986). There are different types of models from which teenagers can learn behavior. The first are live models, which are individuals from whom we observe behavior in real life. Examples are parents and teachers. There are also symbolic models, which are real or fictional characters from books, movies and other media like YouTube. Teenagers are surrounded by many influential models and encode their behavior (McLeod, 2016). Copying behavior from models like YouTubers is more likely to happen when people perceive themselves similar to the model (McLeod, 2016). Consequently, behavior is more likely to be imitated from models of the same sex. Also reinforcements and punishments from the environment determine if someone will continue performing the behavior. People identify with models and adopt their behaviors, values, beliefs and attitudes (Bandura, 1986). Identification is not the same as imitation, as imitation usually means copying a single behavior and identification involves a number of behaviors being adopted (McLeod, 2016). If a YouTuber possesses qualities that teenagers adore, it is more likely that teenagers identify with them and thus copy behavior. According to the theory, learning most likely occurs when teenagers have a good self-efficacy, which is the belief someone has in their own ability to complete tasks and reach goals (Ormrod, 2006). Self-efficacy has influence on the motivation, affect and action (Bandura, 1989). People with high self- efficacy are more likely to believe they can solve problems. Low-efficacy often means people are less confident and believe they can’t perform well and therefore avoid challenging tasks. Also, the theory states that learning depends on whether there is a close identification with the model or not. Teenagers must understand the potential outcomes of repeating behavior. ‘An outcome expectance is the person’s estimate that a given behavior will lead to certain outcomes’ (Bandura, W.M. WESTENBERG MSC THESIS - INFLUENCE OF YOUTUBERS ON TEENAGERS 9PDF Image | The influence of YouTubers on teenagers
PDF Search Title:
The influence of YouTubers on teenagersOriginal File Name Searched:
Westenberg_MA_BMS.pdfDIY PDF Search: Google It | Yahoo | Bing
Cruise Ship Reviews | Luxury Resort | Jet | Yacht | and Travel Tech More Info
Cruising Review Topics and Articles More Info
Software based on Filemaker for the travel industry More Info
The Burgenstock Resort: Reviews on CruisingReview website... More Info
Resort Reviews: World Class resorts... More Info
The Riffelalp Resort: Reviews on CruisingReview website... More Info
| CONTACT TEL: 608-238-6001 Email: greg@cruisingreview.com | RSS | AMP |