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3. RESEARCH DESIGN AND METHODOLOGY 3.1. Design In order to investigate the stated research question, this study has a qualitative study approach. Since the research objective is primarily exploratory in nature, a semi-structured interviewing technique was chosen. A semi-structured interview consists of several key questions focusing on specific areas, but also allows the interviewer to diverge in order to pursue an idea or response in more detail (Britten, 1999). It provides participants some guidance on what to talk about, which might be helpful for young teenagers talking about a broad subject as YouTube. This approach is more flexible than structured interviews and allows discovery or elaboration of information that is important to participants but may not have been thought of by the researcher. Qualitative methods such as interviews provide a deeper understanding of social phenomena than would be obtained from quantitative methods such as questionnaires (Silverman, 2000). Interviews are therefore most appropriate where little is known about the study phenomenon or where detailed insights are required from individual participants (Gill, Stewart, Treasure & Chadwick, 2008). Interviews were used to explore views, experiences, beliefs and motivations from both the teenage viewers and the YouTubers. Given the time allowed for this study and restricted access to YouTube participants, the majority of the data consisted of a sample of 16 in-depth interviews with 20 teenagers in total and 4 in-depth interviews with 4 YouTubers in total. The results of the interviews are kept anonymously. 3.2. Participants The study was conducted in 2016 and focused on two groups: Dutch YouTubers and their teenage viewers. 16 interviews were held among 20 Dutch teenagers aged between 10 and 18 years old who follow YouTubers. This age range was chosen based on previous research focusing on youngsters and social media (e.g. Childwise, 2016; Stichting Kennisnet, 2015). Also, despite the age requirements of social networks, most teenagers are already active on social media starting at the age of 10 (BBC Newsround, 2016). The gender distribution was 12 girls (60%) and 8 boys (40%). All interviews took place face to face and 4 out of 16 interviews were in pairs. Convenience sampling was applied for the selection of participants. The network of the researcher was used to invite teenagers. Also teenagers who posted tweets or comments on YouTube were invited via personal messages on social media. Four interviews were held among Dutch YouTubers who were invited by convenience sampling. The network of the researcher was used to invite YouTubers as it was hard to arrange interviews with popular YouTubers without having a connection. During the invitation process, a quota was taken into account: years of experience and target audiences of the YouTubers. Two YouTubers started their YouTube channel one year ago and two YouTubers had at least four years of experience. They focused on different kinds of content. One YouTuber focused on lifestyle, beauty and fashion, one focused on lifestyle and two focused on entertainment. The lifestyle, beauty and fashion YouTuber mainly had female followers and the other three YouTubers had both male and female followers. Their ages varied from 16 to 22. 3.3. Procedure All participants were interviewed face-by-face. The interview questions focused on four themes: (1) behavior, (2) identification, (3) influences and (4) awareness. First the behavior was measured to see how active teenagers are on YouTube. Questions focused on the amount of time spent on YouTube, most favorite YouTubers, if they visit YouTube events, follow fan accounts or maybe even own one themselves and if they have merchandise. After asking how teenagers behave on YouTube, questions focused on identification with the YouTubers. They were asked what attracts them to watch YouTube videos, why they follow YouTubers, what they have learnt from their favorite YouTubers, how important YouTubers are and if they want to become a YouTuber themselves. After asking questions to see how much teenagers identify themselves with YouTubers, questions focused on the changes in behavior. Teenagers were asked if they have ever bought products based on recommendations of YouTubers, if they have listened to advice given by YouTubers, if they postpone homework or have less sleep because they watch videos, if they have spent too much money because of YouTubers and what the environment says about their behavior on YouTube. Lastly questions focused on awareness. Teenagers were shown a screenshot in which YouTubers promoted products, charities or merchandise. They were asked how they behave when they see these kinds of messages, what they think the goal of the message is and whether they would buy or do it. The messages used for this question can be found in appendix D. Also, teenagers were asked if YouTubers have influence on W.M. WESTENBERG MSC THESIS - INFLUENCE OF YOUTUBERS ON TEENAGERS 12PDF Image | The influence of YouTubers on teenagers
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