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4.4. Awareness Lastly questions focused on awareness. Teenagers were shown a screenshot on which YouTubers promoted products, charities or merchandise. They were asked what they think the goal of the message was and whether they would buy it. This way it was measured whether teenagers were aware of sponsored content. An overview of the messages that were used can be found in Appendix D. Also, teenagers were asked if they think YouTubers have influence on their buying behavior, if YouTubers give their honest opinions about products and really make use of all the products, if YouTubers earn money with their videos and how they think about hidden promoted content. YouTubers were asked if they really use products they promote in their videos, how they think about sponsored content, what they have noticed of teenagers being aware of the world behind YouTube and finally if they recommend being a YouTuber and the life they have. Teenagers are not aware of their buying behavior influenced by YouTubers. When asked if they have bought products based on YouTubers recommendations, most teenagers say they have not. Later in the interview they gave examples of products they have bought because they have seen YouTubers using it or because YouTubers were really promoting it. They think YouTubers have influence on other teenagers, excluding themselves. R5: No they do not really have influence on me but I visited the Lush shop in Amsterdam because I saw it in a video of YouTuber Beautynezz. R7: On some teenagers YouTubers will have influence but not on me. Because when I watch a video, I ask myself: ‘why would I buy this’ and then I close the video. R7: I bought products based on videos of Onnedi. R9: No, I believe I have not bought products based on YouTubers. Message on Twitter: Because YouTuber Rutgervink always says that he likes the orange Tony Chocolonely, I tried it today and OMG it is delicious! R12: They do not have influence on me. But if a YouTuber says ‘you really should try this’ then I would try it, for example if it is a special kind of candy. Teenagers say they recognize promoted messages right away. However, when being confronted with messages of YouTubers and being asked what the goal of the message was, younger teenagers did not mention the goal was promotion. A message on which YouTuber Beautynezz showed all kinds of diaries from the Hema, younger teenagers did not mention the fact that it was a collaboration with Hema and that the goal was advertisement1. Older teenagers aged 16 and over seemed to know Joy was promoting diaries. Another example was a message of YouTuber MeisjeDjamilla. The message urged teenagers to raise money for Africa for the Dutch charity Rode Kruis. Most teenagers responded how good it was that Djamilla raised money. They were not aware that she and several other YouTubers were asked to promote the campaign. Older teenagers were in doubt whether it was promoted or not. R2: I think it is great that Djamilla skips her visit to the cinema and instead uses her money for Africa. R4: With this message Djamilla wants us to think about people in Africa who are poor. I think Joy is really promoting Hema because how would she otherwise get all these diaries? R6: I think Djamilla is asked to share this message but I do not think she gets paid because it is a charity. Sharing this message is also good for her reputation. Teenagers think that paid advertisements might influence how YouTubers talk about the product or service. When YouTubers get paid, they talk more positively about the product. Also, they think that YouTubers are honest about the products they show in their videos and messages. Teenagers think not all products shown in the videos are really used. Some products are only used for the promotion 1 http://www.adformatie.nl/nieuws/hema-laat-leerlingen-schoolspullen-pimpen-met-campagne-eigen-school-eigen-ding W.M. WESTENBERG MSC THESIS - INFLUENCE OF YOUTUBERS ON TEENAGERS 22PDF Image | The influence of YouTubers on teenagers
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