Impacto del anuncio comercial desde la actitud y contenido de los YouTubers

• Autores: Emigdio Larios Gómez, Laura B. Fisher
• Localización: Contaduría y administración, ISSN 0186-1042, ISSN-e 2448-8410, Vol. 69, Nº. 2 (Especial Mercadotecnia), 2024, págs. 120-138
• Idioma: español
• Títulos paralelos:
  • Impact of commercial advertisement from the attitude and content of YouTubers
• Enlaces
  • Texto completo (pdf)
• Resumen
  • español

    Se trata de un estudio de tipo descriptivo, no experimental y transversal que pretende determinar si la actitud hacia el YouTubers y su contenido influyen en el impacto del anuncio comercial en su audiencia. Se encuestaron a hombres y mujeres de 18 a 24 años de México, Brasil, Colombia y Ecuador. El tratamiento de los datos por ecuaciones estructurales y prueba de hipótesis fue a través de SPSS v25, Amos v24, SmartPLS 3 y EQS 6.3. Se puede inferir que existe una relación directa entre la actitud del YouTuber y el uso de productos en su contenido generando empatía de sus seguidores. Que coadyuva a la intención de compra por las actitudes aspiracionales de los YouTubers: estilo de vida que quiere o desea. Adquiriendo marcas o productos que el YouTuber consume mencionando o no los atributos de estos.

  • English

    This is a descriptive, non-experimental, cross-sectional study that aims to determine whether the attitude towards YouTubers and their content influences the impact of the commercial advertisement on its audience. Men and women between 18 and 24 years old from Mexico, Brazil, Colombia and Ecuador were surveyed. Data treatment by structural equations and hypothesis testing was through SPSS v25, Amos v24, SmartPLS 3 and EQS 6.3. It can be inferred that there is a direct relationship between the YouTuber's attitude and the use of products in their content, generating empathy from their followers. This contributes to the purchase intention due to the aspirational attitudes of the YouTubers: the lifestyle they want or desire. Acquiring brands or products that the YouTuber consumes mentioning or not the attributes of these.

• Referencias bibliográficas
  • Adis, A. A. A., Ing, G. P., Osman, Z., Razli, I. A., Pang, Y. X., Sondoh Jr, S. L., & Majid, M. R. A. (2015). Mediation role of attitude...
  • Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Decision Processes, 50 (2), 179-211. http://doi:10.1016/0749-5978(91)90020-t
  • Ajzen, I. (2008). Consumer attitudes and behavior. In C. P. Haugtvedt, P. M. Herr, F. R. Kardes (eds.), Handbook of Consumer Psychology (pp....
  • Alassani, R., & Göretz, J. (2019). Product placements by micro and macro influencers on Instagram. In Social Computing and Social Media....
  • Aldás, J. (2013). La invarianza del instrumento de medida Métodos de Investigación Social Y de La Empresa, Pirámide, pp. 421-446 Balasubramanian,...
  • Bertram, D. (2008). Likert Scales... are the meaning of life. Topic report: Recuperado de http://poincare.matf.bg.ac.rs/~kristina/topic-dane-likert.pdf.
  • Brett, Steven Joseph (1995), “The Shrinking Screen: The Increasing Intersection of Hollywood Film and Television Programming,” Ph.D. diss.,...
  • Cañadas, I. y Sánchez-Bruno, A. (1998). Categorías de respuestas en escalas tipo Likert. Psicothema, 10(3), 623-631.
  • Cheung, G.W., & Rensvold, R. B. (2002). Evaluating goodness-of-fit indexes for testing measurement invariance. Structural Equation Modeling,...
  • Church, E. M. (2022). The one to watch: Heuristic Determinants of Viewership among Influential Twitch Streamers. Electronic Commerce Research,...
  • Cristancho-Triana, G. J., Cardozo-Morales, Y.C., Camacho-Gómez, A. S. (2022). Tipos de centennials en la red social TikTok y su percepción...
  • Dawes, J. (2008). Do data characteristics change according to the number of scale points used? An experiment using 5-point, 7 point and 10-point...
  • Dooley, K. J., Yan, T., Mohan, S., & Gopalakrishnan, M. (2010). Inventory management and the bullwhip effect during the 2007–2009 recession:...
  • Duhaime, V., Prom Tep, S., & Arcand, M. (2020). The Effectiveness of Implicit Brand Placement in Online Videogame Streaming Services:...
  • Edmondson, D. R. (2005), Likert scales. A history. Conference on Historical Analysis y Research in Marketing Proceedings, 12, 127-133.
  • Fishbein, M., & Ajzen, I. (1975). Belief, Attitude, Intention, and Behaviour: An Introduction to Theory and Research. Reading, Mass.:...
  • Fishbein, M., & Ajzen, I. (1977). Belief, attitude, intention, and behavior: An introduction to theory and research.
  • Fornell, C., & Larcker, D. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of...
  • Foxall, 1979 G.R. Foxall Industrial buying during recession: Farmers’ tractor purchases, 1977–78 Management Decision, 17 (4) (1979), pp. 317-325
  • Ghosh, M. (2022). Product placement by social media homefluencers during new normal. South Asian Journal of Marketing, 3(1), 21-37. https://doi.org/10.1108/SAJM-05-2021-0069
  • Habel et al., 2020 Habel, J., Jarotschkin, V., Schmitz, B., Eggert, A., & Plötner, O. Industrial buying during the coronavirus pandemic:...
  • Hair, J. F., Sarstedt, M., Ringle, C. M., & Gudergan, S. P. (2018). Advanced Issues in Partial Least Squares Structural Equation Modeling...
  • Henseler, J., Ringle, C. M., and Sinkovics, R. R. (2009) The Use of Partial Least Squares Path Modeling in International Marketing, Advances...
  • Hinson, R., Boateng, H., Renner, A. and Kosiba, J.P.B. (2019), "Antecedents and consequences of customer engagement on Facebook: An attachment...
  • Hu, L. T., & Bentler, P. M. (1998). Fit indices in covariance structure modeling: sensitivity to underparameterized model misspecification....
  • Johnson, M. R., & Woodcock, J. (2019). The impacts of live streaming and Twitch. tv on the video game industry. Media, Culture & Society,...
  • Kim, Y. J., Njite, D., & Hancer, M. (2013). Anticipated emotion in consumers’ intentions to select ecofriendly restaurants: Augmenting...
  • Kowalczyk, C. M., & Pounders, K. R. (2016). Transforming celebrities through social media: the role of authenticity and emotional attachment....
  • Lamming, 2000 R. Lamming Japanese supply chain relationships in recession Long Range Planning, 33 (6) (2000), pp. 757-778
  • Larios-Gómez, E., Fischer, L., Peñalosa, M., & Ortega-Vivanco, M. (2021). Purchase behavior in COVID-19: A cross study in Mexico, Colombia,...
  • Li, Y., Li, X., & Cai, J. (2021). How attachment affects user stickiness on live streaming platforms: A socio-technical approach perspective....
  • Lien and Cao, 2014 C.H. Lien, Y. Cao Examining WeChat users' motivations, trust, attitudes, and positive word-of-mouth: evidence from...
  • Likert, R. (1932). A technique for the measurement of attitude. Archives of Psychology, 140, 5-55.
  • Liu, S. H., Chou, C. H., & Liao, H. L. (2015). An exploratory study of product placement in social media. Internet Research, 25(2), 300-316....
  • Ongkrutraksa, W. (2022). Exploring Young Consumers’ Exposure, Attitude, and Behavioral Response to YouTube Video Game Streaming’s Product...
  • Pellicone, A. J., & Ahn, J. (2017). The Game of Performing Play: Understanding streaming as cultural production. In Proceedings of the...
  • Ringle, C. M., Wende, S., and Becker, J.-M. (2015). "SmartPLS 3." Boenningstedt: SmartPLS GmbH, http://www.smartpls.com.
  • Roozmand, O.; Ghasem. A. N.; Hostede, G.J.; Nematbakhsh, M.A.; Baraani, A.; Verwaart,T. (2011). Agent-based modeling of consumer decision...
  • Rutter, R. N., Barnes, S. J., Roper, S., Nadeau, J., & Lettice, F. (2021). Social media influencers, product placement and network engagement:...
  • Schiffman, L. G., & Lazar Kanuk, L. (2010). Comportamiento del consumidor. Pearson
  • Shaouf, K. Lü, X. Li (2016). The effect of web advertising visual design on online purchase intention: an examination across gender Comput....
  • Smith, T., Obrist, M., & Wright, P. (2013). Live-streaming changes the (video) game. In Proceedings of the 11th european conference on...
  • Solomon, M. R. (2017). Consumer behavior: Buying, having, and being (12th ed.,global edition). Pearson
  • Vederhus, J. K., Zemore, S. E., Rise, J., Clausen, T., & Høie, M. (2015). Predicting patient postdetoxification engage ment in 12-step...
  • Wai Lai, I. K., & Liu, Y. (2020). The Effects of Content Likeability, Content Credibility, and Social Media Engagement on Users’...
  • Wang, Y., Junming, L., & Fang, Y. (2022). The Sales Impact of Storytelling in Live Streaming ECommerce. In Proceedings Digital and Mobile...
  • Woodcock, J., & Johnson, M. R. (2021). Live streamers on Twitch. tv as social media influencers: Chances and challenges for strategic...
  • Zhao, Q., Chen, C. D., Cheng, H. W., & Wang, J. L. (2018). Determinants of live streamers’ continuance broadcasting intentions on Twitch:...