YouTube as an advertising platform

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YouTube as an advertising platform ( youtube-as-an-advertising-platform )

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family, friends, and society; having a substitute for real-life companionship; feeling of synchronicity. Entertainment — escaping, or being diverted, from problems; relaxing; getting intrinsic cultural or aesthetic enjoyment; filling time; emotional release; sexual arousal.” (B.J. Calder et al. / Journal of Interactive Marketing 23 (2009) 321– 331). The basic theme of uses and gratifications is the idea people use the media to get specifically desired gratifications. The basic tenet of Uses and Gratifica- tions is that people are not helpless victims of all-powerful media but use me- dia to fulfill their various needs. (Barton, K. 2009). The five concepts that were created to explain consumption patterns are currently still in use: • Cognitive needs—Acquiring information, knowledge, and understanding. • Affective needs—Emotion, pleasure, feelings. • Personal integrative needs—Credibility, stability, status. • Social integrative needs—Family and friends. • Tension release needs—Escape and diversion (Severin, W. J., and Tank- ard, J. W. 1997). Uses and Gratifications Theory is still based on Katz’s first analysis, people still use media for many different purposes — but the Uses and Gratifications approach is still extremely valid as technology moves the universe into an electronic information age. Table 1.4 U&G theory: Katz, Gurevitch and Haas, 1973 22

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