The influence of YouTubers on children (8-12 years old): current issues and brands

Pinto, Beatriz; Duarte, Alexandre; Dias, Patrícia

Publication

The influence of YouTubers on children (8-12 years old): current issues and brands

2023-01-01Journal article

dc.contributor.author	Pinto, Beatriz
dc.contributor.author	Duarte, Alexandre
dc.contributor.author	Dias, Patrícia
dc.date.accessioned	2023-02-08T10:41:50Z
dc.date.available	2023-02-08T10:41:50Z
dc.date.issued	2023-01-01
dc.description.abstract	YouTubers have become a worldwide popularity phenomenon, and the ever-more time spent at home helped further amplify its status and relevance, especially with children. The increasing access to broadband internet, the easy and intuitive way of using it, the full control over what they want to see, the proximity to the public and the capacity to surprise and innovate are some of the motifs that make YouTubers so attractive to the youngsters. Using a qualitative methodology carried out in two sequential data collection phases, first with children and then with Youtubers, the authors aimed to answer the following research question: “How influential are YouTubers in shaping the opinions of 8-12 year-olds on topical issues?” This investigation concluded that children have YouTubers as role models, consider their content a reliable source of information and admit to having changed the way they think because of them. Although Youtubers’ influence diminishes as children grow, this study proved that they tend to adopt the views and perspectives shared by YouTubers. On the other hand, it is also an opportunity for children to learn and be aware of important topics from an early age in a more accessible and interesting way.	pt_PT
dc.description.version	info:eu-repo/semantics/publishedVersion	pt_PT
dc.identifier.doi	10.31921/doxacom.n36a1638	pt_PT
dc.identifier.eid	85146465799
dc.identifier.issn	1696-019X
dc.identifier.uri	http://hdl.handle.net/10400.14/40161
dc.identifier.wos	000937016100016
dc.language.iso	eng	pt_PT
dc.peerreviewed	yes	pt_PT
dc.rights.uri	http://creativecommons.org/licenses/by-nc/4.0/	pt_PT
dc.subject	Brands	pt_PT
dc.subject	Children aged 8 to 12 years	pt_PT
dc.subject	Current issues	pt_PT
dc.subject	Digital influencers	pt_PT
dc.subject	Influence marketing	pt_PT
dc.subject	YouTube	pt_PT
dc.title	The influence of YouTubers on children (8-12 years old): current issues and brands	pt_PT
dc.type	journal article
dspace.entity.type	Publication
oaire.citation.endPage	340	pt_PT
oaire.citation.issue	36	pt_PT
oaire.citation.startPage	321	pt_PT
oaire.citation.title	Doxa Comunicacion	pt_PT
oaire.citation.volume	2023	pt_PT
rcaap.rights	openAccess	pt_PT
rcaap.type	article	pt_PT