The Phenomenon of Video Blogging on YouTube and Its Impact on a Young Audience

Student: Motasova Oksana

Educational Programme: Sociology (Bachelor)

Year of Graduation: 2017

The phenomenon of video blogging on YouTube is examined in terms of the influence of video bloggers on their audience. The impact is considered through video blogging, YouTube audience behavior, social networks, cybercommunicative dependency, preference for video blog categories, requirements for advertising integration, consumer behavior. As a result, latent factors of enthusiasm for video bloggers were obtained, comparison of average indicators by socio-demographic characteristics, behavior in social networks and on YouTube. Also, the most preferred categories of video blogs were determined depending on sex and age, the rating of the most popular video bloggers was compiled and the signs that contribute to becoming a video blogger were determined.

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