University of Twente Student Theses


Persuasion in sponsored content on Youtube

Loos, K.C. (2017) Persuasion in sponsored content on Youtube.

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Abstract:Marketers are making use of Social media influencers reach to advertise their products and sponsored content on Youtube is replacing more traditional means of advertising. Research has however shown that these influencers do not always disclose sponsorship in YouTube content. The aim of this study is to lay the groundwork for the development of a software tool that can automatically scan sponsored content on YouTube for persuasiveness. For the development of this tool Brunswik’s lens model is used. Nonverbal as well as verbal indicators of persuasion were derived from literature, and measured for a sample of 95 sponsored videos related to beauty downloaded from YouTube. Regression analysis was used to determine the predictive value of the nonverbal indicators for the verbal indicators. Although the explorative nature of the study did not yield strong predictive power, results show that the presence of certain verbal indicators of persuasion can be predicted by the presence of nonverbal indicators of persuasion. Further research could lead to a software tool that can help consumers as well as video hosting sites and authorities distinguish between purely persuasive attempts and informative videos.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:01 general works, 02 science and culture in general, 05 communication studies, 17 linguistics and theory of literature
Programme:Business Administration MSc (60644)
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