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eye on the online behavior and comments by checking the recent activities on YouTube, which is a functionality that can be activated. Some children copy bad behavior from YouTubers. Although Enzo Knol makes kid-friendly vlogs, he sometimes uses words that parents do not want to hear. Parents can make rules, for example that the child can watch his vlogs but that he cannot use those bad words. If the child does not obey and still uses bad words, parents can temporarily restrain the use of YouTube. Many teenagers want to buy things because they saw a YouTuber wearing or using it. This is not necessarily a bad thing, as YouTubers also promote cheap and useful products. Younger teenagers often do not have money and have to ask permission before they can buy things. Parents can use this moment to talk about why the child wants to have it, because many teenagers are not aware of the influence YouTubers have on them. Does the teenager want to buy it because the YouTuber has it, or because the product is really useful and needed. Perhaps the child can save for it. Many teenagers want to be like their favorite YouTubers and start their own YouTube channel. Often the first reaction of parents is that they do not allow this. Parents can watch videos together with their children and talk about what kind of content their children want to make. Together they can select what is allowed and what not. Also, a rule can be that teenagers first show their parents the video before putting it online. If the parents approve of publishing, it can be shared on YouTube. Parents can keep an eye on the messages children receive and delete hateful comments. YouTubers on the other hand should be aware of the age of their viewers. It is irresponsible to use bad language or drink alcohol when most viewers are underage. Companies should also take the age of YouTubers and their viewers into account when asking YouTubers to promote their products. Together they have to keep YouTube an enjoyable and educational place for teenagers. 5.2. Limitations & future research Although limitations are minimized as much as possible, several limitations of this study can be taken into account in future research. First of all, this research is conducted with limited time and capabilities. Only a limited number of interviews have been conducted. This research focused on 4 Dutch YouTubers and 20 teenagers. Further research would likely benefit from a larger sample of interview participants and another population to make the results more reliable. Second, convenience sampling was used in this study as sampling method. This might result in an unequal amount of teenagers reached in terms of geographic areas. Most teenagers live in the eastern part of the Netherlands and some ethnicities might be underrepresented. Also, all teenagers that participated in this research were selected on the fact that they are active on YouTube. Only teenagers that watch or follow YouTubers were invited to participate and non-users were left out. This was necessary to get useful input about their watching behavior, which this explorative research needed to create an overview of the YouTube community. Further research could use another sampling method taking also the geographic areas and ethnic differences into account. Third, many interview questions focused on behavior and feelings. Answers on these questions may be biased, because of social desirability and because teenagers forget pertinent details. This means that teenagers might have answered questions in a certain manner to appear more favorably by others. Also, teenagers are often not aware of the influence YouTubers have on them or they feel embarrassed to reveal to truth. For example, it happened that teenagers answered ‘no’ when asked if they have bought products based on YouTubers. However, a quick research on their social media channels revealed many examples of purchases based on YouTubers’ recommendations. Therefore it could be really interesting to conduct further research with another approach. By involving parents and friends it is possible to get more accurate answers including information the teenager did not think of. Lastly, YouTube and other social media platforms are constantly changing. September 2016 YouTube announced its own social network called YouTube Community on which YouTubers can strengthen the bond with their viewers. YouTube Community gives a new way to engage with viewers beyond video and make YouTubers even more powerful than ever before. The influence of YouTubers on teenagers can be further investigated in the future including the new possibilities of YouTube Community. Additionally, role modeling and identification are timeless phenomenon that will always occur. Further research could investigate the influence of role models on other popular (video) platforms, such as Vine, Musical.ly and new social media platforms that will be coming up in the future. W.M. WESTENBERG MSC THESIS - INFLUENCE OF YOUTUBERS ON TEENAGERS 27PDF Image | The influence of YouTubers on teenagers
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