Carsten Schwemmer|Sandra Ziewiecki
Social Media Sellout: The Increasing Role of Product Promotion on YouTube
University of Bamberg|University of Bayreuth
since foundation 2005 youtube considered largest video sharing site undergone substantial changes last decade platform developed leading marketing tool used product promotion social media influencers past research indicates influencers regarded opinion leaders cooperate brands market products youtube electronicwordofmouth mechanisms however surprisingly little known magnitude phenomenon article make first attempt quantify product promotion use original dataset 139475 videos created german youtube channels 2009 2017 applying methods automated content analysis find youtube users indeed confronted evergrowing share product promotion particularly beauty fashion sector findings fuel concerns regarding social economic impact influencers especially younger target groups