Background: Regarding previous literature, there has been much focus on Social Media in recent years. Researchers have elaborated on how social media platforms are tools for big companies or SMEs in terms of marketing and networking. Moreover, research shows how individuals can use social media as an entrepreneurial platform. The monetary success of individuals on online platforms has created a new generation of entrepreneurs. The possibility of monetization on social media is available to anyone, from which different strategies to reach monetization have emerged. Problem: There is substantial knowledge on how firms use social media as a tool, and research that supports the claim that entrepreneurs can achieve monetary gains of social media. Although related research exists, how social media entrepreneurs monetize digital platforms and the different means to do so has not been documented enough. Purpose: This paper aims to add knowledge and make clear that social media is not only a tool for companies, but that the monetizing features of social media are not as clear as the marketing and networking aspects. Thus, the research question “how do social media entrepreneurs monetize YouTube” was created. Method: A qualitative multiple-case study with direct-observations on social media platforms was desired, but it was limited to the platform YouTube, where eight channels, which are divided into movie review and makeup review content, were observed. The findings are interpreted with the existing knowledge the literature offers. Result: The monetization strategies a social media entrepreneur can apply through YouTube are advertisement, affiliate codes/links, collaborations, merchandise, crowdfunding, PR and, sponsorships. The subscriber relationship clarifies the different strategies of reaching monetization. Two types of strategies emerge from the data: the career-oriented and audience-oriented framework.

Svoboda, M. The influence of YouTubers on consumer behaviour in the Czech Republic. Diploma thesis. Brno: Mendel University, 2019. The diploma thesis deals with the influence of YouTubers on behaviour of the 15–45 years old consumers in the Czech Republic. The thesis includes an overview of the Czech YouTuber´s scene, which provides basic input information for other parts of the thesis, including the thematic focus of Czech YouTubers. The primary research is based on questionnaire survey, in-depth interviews and expert interviews. The thesis identifies factors, which have the biggest influence on consumers during the watching YouTube videos, as well as concrete markets and target groups of consumers that are the best for promotion by YouTubers. Data from quantitative research are used in cluster analysis for creation consumers segments. The results of research are used for recommendation for the entrepreneurs, planning commercial cooperation with YouTubers, and for creating diagram of consumer behaviour, which includes the influence of YouTubers.

En esta investigación se busca identificar cuáles son las estrategias discursivas utilizadas en la narrativa audiovisual de los canales de YouTube La habitación de Henry Spencer y El diario de Curwen. A partir de ello, se podrán establecer las similitudes y diferencias que poseen ambos personajes al momento de elaborar su puesta en escena. El análisis está principalmente enfocado en el abordaje de los temas que tratan Spencer y Curwen, el lenguaje coloquial que utilizan para dirigirse a sus seguidores, el escenario o la ambientación donde se desenvuelven y el personaje que construyen para acompañar su discurso. Las premisas mencionadas para la revisión del contenido de estos canales de YouTube, nacen a partir de los argumentos que plantean algunos autores como Laura León (2018), Santiago Torrente (2015) y Erving Goffman (1997), quienes hablan de la importancia del personaje y de su puesta en escena para la creación de contenido, en este caso de los youtubers. Por otro lado, Márquez y Ardévol (2018) explican que el uso de un lenguaje adecuado es fundamental para lograr conectar con el público. Con las teorías mencionadas se llevó a cabo el estudio de algunos videos difundidos en los canales de ambos personajes y se identificaron las estrategias que ellos utilizan para lograr la atención de sus seguidores y diferenciarse de otros emisores que forman parte del escenario digital YouTube. / This research seeks to identify what are the discursive strategies used in the audiovisual narrative of the YouTube channels of La habitación de Henry Spencer and El diario de Curwen From this, it will be possible to establish certain similarities and differences that both characters possess at the time of creating their staging. The analysis is mainly focused on addressing the issues that Spencer and Curwen deal with, the colloquial language they use to address their followers, the setting or setting where they perform, and finally the character they build to accompany their speech. The premises mentioned for the review of the content of these YouTube channels are born from the arguments raised by some of the authors of the theoretical framework such as, on the one hand, Laura León (2018), Santiago Torrente (2015) and Erving Goffman (1997), who talk about the importance of the character and its staging for the creation of content, in this case of youtubers. On the other hand, Márquez and Ardévol (2018) explain that the use of appropriate language is essential to connect with the public. With the mentioned theories, the study of the product of both characters was carried out, and the strategies they used to get the attention of their followers and differentiate themselves from other youtubers that are part of the YouTube digital stage were established. / Tesis

As of 2021, nearly 538 million adults and children live with diabetes mellitus worldwide, with projections for 2045 estimated at 645 million adults globally. In the United States, there are 34 million adults with diabetes and an additional 88 million with prediabetes. The economic costs are staggering, primarily due to management of acute or chronic complications. As a chronic condition requiring daily self-care, the psychosocial burden of diabetes is significant. Therefore, diabetes self-management education is recommended as a standard of care for all people with diabetes. The Association of Diabetes Care and Education Specialists (ADCES) has created a framework of education incorporating seven self-care behaviors, each with several knowledge, skill, and barrier resolution outcome measures. However, research has suggested that diabetes self-management and support services are not utilized sufficiently. YouTube™ with a reach of over 2 billion users is a potential medium to reach more people with diabetes. At the present time, there is a paucity of research describing the source and content of the most widely viewed videos on diabetes selfcare. This study aimed to help fill that gap. Specific aims of the study included: (a) describe characteristics of widely viewed YouTube™ videos on Diabetes Self-Care concerning length, date posted, source, speaker(s), format, and number of views; (b) describe the content of the most widely viewed YouTube™ videos on diabetes self-management education and support, categorized by the ADCES7 Self-Care™ behaviors; and (c) examine the source of videos in relation to number of views. The researcher used a YouTube™ Application Programming Interface to retrieve video URLs along with meta data such as source, duration, date posted, and view counts. Data were sorted by URL and view count, duplicates removed, and screened for inclusion and exclusion criteria. The top 100 videos by view count were used as the sample in the study. A codebook developed for this study categorized the upload source, speaker, format, and seven content categories. Descriptive analyses were conducted to understand the most viewed sources and the content categories likely and not likely to be mentioned. Collectively, these 100 videos were viewed 146,405,133 times, with an average duration of 12.2 minutes. Most of the videos (N = 77) were uploaded between 2017 and 2021. Results indicated that the two most popular sources for videos were Professionals and Corporations together uploading 72 videos and garnering 77% of cumulative views. In contrast, government agencies uploaded 1 video (<1% of cumulative views). Professionals was the most common protagonist (N = 42) when a speaker could be identified. Talk by professional received 34.09% of cumulative views, almost as much as Animation with voice (35.95%). The content areas most mentioned were Background on Diabetes, focusing on factors affecting blood sugar and ADCES7 Self-Care BehaviorsTM, especially Healthy Eating. Reversal of Diabetes was broached in 18 videos with 23.13% of cumulative views. Prevention Strategies for Communities was not mentioned at all, and Prevention Strategies for Individuals garnered less than 4% of cumulative views. YouTube™ is a popular source of online information for people with diabetes. As such, it presents an excellent avenue to raise awareness of prediabetes and dissemination of diabetes self-management education. Significant opportunity exists for government and advocacy agencies to increase their presence on YouTube™ in terms of viewership, while presenting meaningful and credible information. Recommendations for population and public health initiatives as well as future research and practice were presented to utilize the power of YouTube™ as a medium to expand the reach of diabetes self-management education and support.

Since YouTube's launch in 2005, it has grown into one of the most visited social media platforms in the world. It launched with the slogan "Broadcast Yourself"with the promise that the content sharing site would allow anyone to post, share, and interact with videos from anyone around the world for free. Many people took advantage of that promise and became Internet celebrities, or "influencers,"in a short amount of time, amassing millions of subscribers and billions of views. The success of these YouTube stars has led them to land roles on TV and in films, launch music careers, write books, and many other avenues. However, these stars have also had their fair share of public controversies that have caused advertisers to pull their content from YouTube's platform. This has forced YouTube to change their algorithm and other procedures so that YouTube stars' videos are no longer boosted to the front page, which in turn hurts their budding careers. This puts YouTube at a crossroads between billions of dollars in advertising revenue and the homegrown celebrities that helped make YouTube what it is today. The research in this study examined what YouTube influencers value and would change about YouTube's affordances to help make the website a better opportunity for anyone and everyone to grow their Internet careers. Using qualitative methods to gain insights from several YouTube influencers, this study explored what YouTube and other future social media accounts can do to help those that know and utilize their platforms best. The findings of this study show that while social media oftentimes acts as a conduit for online content sharing, YouTube doubles as an investor who will back videos with advertising revenue, front-page access, and algorithmic preference to boost a video's success and reach. This venture capital-style system comes with challenges as influencers can both benefit greatly from these affordances, but also be hurt when these affordances block their videos from finding audiences. Because of this, money-making on YouTube can be highly rewarding, but also discouraging and risky. Influencers are often stuck finding other ways to make money such as external sponsorship, platform diversification, and independent merchandising. This puts YouTube and influencers in a constant state of renegotiation where YouTube toes the line of pleasing advertisers and influencers while influencers struggle to work around YouTube affordances, policies, and terms. These findings show that YouTube is a rich, immersive medium with significant potential for influencers. The findings also show that affordances, while often viewed as beneficial to all parties, may at times be beneficial and detrimental depending on the individual. Future research can build off the foundation this study lays to learn if this model exists on other platforms and media.

Background: Seasonal influenza is a respiratory illness caused by the influenza virus. During the 2017–2018 flu season, the Centers for Disease Control and Prevention noted approximately 959,000 hospitalizations and 79,400 deaths from influenza. We sought to evaluate the educational quality of informational videos pertaining to seasonal influenza on the popular social media forum, YouTube. Methods: Using the keywords “seasonal influenza,” all videos from 28 January to 5 February 2017 were included and analyzed for characteristics, source, and content. The source was further classified as healthcare provider, alternative-medicine provider, the patient and/or their parents, company, media, or professional society. Videos about other categories of influenza (e.g. swine or Spanish) or in foreign languages were excluded. A total of 10 blinded reviewers scored each video independently. Results: Overall, 300 videos were analyzed, with a median of 341.50 views, 1.00 likes, 0 dislikes, and 0 comments. Based on the average scores of videos by source, there was statistically significant difference in the average score among videos by video source (p < 0.01). Healthcare provider videos had the highest mean scores whereas alternative medicine provider videos had the lowest. Conclusions: Although the aforementioned video sources scored higher than others, these videos did not fulfill our criteria as far as educating patients thoroughly. Our data also suggest alternative medicine and patient source videos were misleading for patients. Clinical implications: Although videos by healthcare providers were a better source of information, videos on seasonal influenza were shown to be poor sources of valid healthcare information. This study reiterates the need for higher-quality educational videos on seasonal influenza by the medical community.

Since YouTube's launch in 2005, it has grown into one of the most visited social media platforms in the world. It launched with the slogan "Broadcast Yourself" with the promise that the content sharing site would allow anyone to post, share, and interact with videos from anyone around the world for free. Many people took advantage of that promise and became Internet celebrities, or "influencers," in a short amount of time, amassing millions of subscribers and billions of views. The success of these YouTube stars has led them to land roles on TV and in films, launch music careers, write books, and many other avenues. However, these stars have also had their fair share of public controversies that have caused advertisers to pull their content from YouTube's platform. This has forced YouTube to change their algorithm and other procedures so that YouTube stars' videos are no longer boosted to the front page, which in turn hurts their budding careers. This puts YouTube at a crossroads between billions of dollars in advertising revenue and the homegrown celebrities that helped make YouTube what it is today. The research in this study examined what YouTube influencers value and would change about YouTube's affordances to help make the website a better opportunity for anyone and everyone to grow their Internet careers. Using qualitative methods to gain insights from several YouTube influencers, this study explored what YouTube and other future social media accounts can do to help those that know and utilize their platforms best. The findings of this study show that while social media oftentimes acts as a conduit for online content sharing, YouTube doubles as an investor who will back videos with advertising revenue, front-page access, and algorithmic preference to boost a video's success and reach. This venture capital-style system comes with challenges as influencers can both benefit greatly from these affordances, but also be hurt when these affordances block their videos from finding audiences. Because of this, money-making on YouTube can be highly rewarding, but also discouraging and risky. Influencers are often stuck finding other ways to make money such as external sponsorship, platform diversification, and independent merchandising. This puts YouTube and influencers in a constant state of renegotiation where YouTube toes the line of pleasing advertisers and influencers while influencers struggle to work around YouTube affordances, policies, and terms. These findings show that YouTube is a rich, immersive medium with significant potential for influencers. The findings also show that affordances, while often viewed as beneficial to all parties, may at times be beneficial and detrimental depending on the individual. Future research can build off the foundation this study lays to learn if this model exists on other platforms and media.

This study aims to investigate and map references to online video resources in scientific publication and provide an overview of the relatively unexplored topic. Scientific articles containing references to videos uploaded on YouTube are examined and the methodology used to observe and describe video citation is influenced by previous research on citation analysis. This study uses a combination of context analysis and content analysis of the citations and their references. The location of video citation in the articles and the assessment of relevance indicates that referencing YouTube is meaningful for the scope of the citing articles and the most common purpose for citing uploaded video is to support and substantiate claims or assumptions. There are two key findings in the study. The first is the generated video citation, which is a unique type of citation only to be found when citing video. A generated citation is defined as a sort of self-citation, produced and uploaded by the author. In the case of generated citations, the author uses the multimodality and pedagogical properties of moving visuals to present their research. The other finding concerns the citation context and is the medium integral citation –a citation behavior where the type of medium with which the cited information is recorded, is mentioned within the citation context.

The objective of this study is to explore how YouTube travel vlogs discuss sustainable travel and how they are perceived. By using framing analysis, the research codes are based on the three pillars of sustainability; economic, environmental, and social. Specifically, in the tourism contexts, this research seeks to identify narratives referring to local accommodations, restaurants, and shops, cultural, historical, and interactions with local communities, and finally, nature appreciation, use of environmental materials, and transportation. To understand perception 20 interviews are completed with an even split of female and male millennials. This paper concludes YouTube travel vlogs discuss sustainable travel indirectly and minimally. Economic and environmental codes were relatively easiest to identify in comparison to social codes. The varying definitions of social sustainability prove challenging to pinpoint in the coding process. Although there is a growing awareness of sustainable travel, ‘popular’ YouTube influencers are slow to adapt and add elements of sustainability to their messaging, yet perception levels were higher than expected. It proves important to increase sustainable travel messages among ‘popular’ social media influencers.

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