This diploma thesis called "Influencers in Social media and their Use in Marketing" deals with the new current trend in which, instead of well-known celebrities, star just ordinary people. Despite of this, they managed to conquer the masses through social networks thanks to their unique personality and authenticity. The first chapter focuses on online marketing and explains the basic concept of it, its tools and communication mix, along with data on the structure of the Czech Internet population. The second chapter is devoted to the social media and it also explains Word-of-mouth marketing, as it is one of the ways in which awareness of influences is spread. The third chapter aims to familiarize the reader with the YouTube portal and it also includes statistics about the Czech YouTube. The last chaptermedia. The aim of this master thesis is to give a comprehensive overview of the phenomenon of influencers, with particular regard to YouTubers who represent the influencers of the present. The practical part of this thesis is the to identify target group of influencers (YouTubers) and the subsequent characteristic of this target group.

Conversación con el Fernando Villarán, director de la película Papá youtuber que será exhibida por UPC Cultural.

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Submitted by Bianca Teixeira Morelli null (biancamorelli@fasternet.com.br) on 2017-07-19T13:41:54Z No. of bitstreams: 1 Dissertação Bianca Teixeira Morelli - O fenômeno youtuber como construtor da opinião pública versão final.pdf: 1060759 bytes, checksum: 9c839be387b4d0bdbea5566444118140 (MD5) / Approved for entry into archive by Luiz Galeffi (luizgaleffi@gmail.com) on 2017-07-19T18:47:11Z (GMT) No. of bitstreams: 1 morelli_bt_me_bauru.pdf: 1060759 bytes, checksum: 9c839be387b4d0bdbea5566444118140 (MD5) / Made available in DSpace on 2017-07-19T18:47:11Z (GMT). No. of bitstreams: 1 morelli_bt_me_bauru.pdf: 1060759 bytes, checksum: 9c839be387b4d0bdbea5566444118140 (MD5) Previous issue date: 2017-05-23 / A opinião pública, segundo Walter Lippmann (2010), é aquela manifestada ou trabalhada pela mídia. Tendo como base esta definição, desenvolveu-se esta dissertação com o objetivo de analisar os efeitos nos processos de formação, manutenção e transformação da opinião a partir da transmissão de um posicionamento via humor junto ao público da internet. O corpus da pesquisa foi construído por sete produções de vídeos do Porta dos Fundos com temáticas do âmbito político, social e de gênero. Para tanto, discutiu-se o uso do humor crítico e político das esquetes, refletindo sobre a permeabilidade deles na opinião pública. A metodologia utilizada foi o estudo de caso analítico a partir da avaliação da temática, da quantificação das visualizações, das reações positivas e negativas e da duração dos vídeos. Após a coleta e categorização dos indicadores e dos dados, foi realizada a análise dos efeitos neste processo de construção da opinião pública. Como resultado, apresenta-se um panorama dos novos meios de comunicação, desde as antigas tecnologias até os “novos novos meios” propostos por Levinson (2012), no sentido de contribuir para a análise e discussão sobre a temática, observando que o Porta dos Fundos assume o papel de colaborador na construção da opinião pública, especialmente em termos localizados no âmbito do interesse público, fator norteador do jornalismo. Espera-se, com a conclusão deste estudo, oferecer subsídio para novas pesquisas sobre o tema, que posiciona cada vez mais alguns projetos de YouTube como serviço de utilidade pública, e não somente como entretenimento. / Public opinion, according to Walter Lippmann (2010), is the one manifested or worked by the media. Based on this definition, this dissertation was developed with the objective of analyzing the effects on the processes of formation, maintenance and transformation of opinion from the humor transmitted to general public of the internet. The corpus research was constructed taking as a basis seven video productions of “Porta dos Fundos” producer with political, social and gender themes. For that, the use of skits for critical and political humor was discussed, reflecting on their permeability to the public opinion. The methodology used was the analytical case study based on the evaluation of the thematic, quantification of visualizations, the positives and negatives reactions, the duration video. After the collection and categorization of indicators and data, the analysis of the effects in this public opinion building process was performed. As a result, it is presented an overview of the new media, from the old technologies to the "new new media" proposed by Levinson (2012), in order to contribute to the analysis and discussion on the subject, observing that “Porta dos Fundos” assumes the role of collaborator in the construction of the public opinion, specially regarding terms in the scope of the public interest, a guiding factor of the journalism. The conclusion of this study aims to offer bases for new research which might also consider that YouTube is increasingly becoming a tool of public utility, opposed to the previous idea of just an entertainment website.

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Internet has created an opportunity for people to communicate with a larger audience and some internet users have become famous based on what they share on social media. These people are defined as influencers which includes people with a large group of followers on different social media platforms. The rise of influencers has created new marketing opportunities for brands. While being exposed in influencers pictures or videos they can reach out to their target group. However, this new situation has created a rhetoric problem. The influencers must maintain their own personal brand while marketing another brand simultaneously. This study therefore aims to investigate which rhetoric techniques influencers, more specific YouTubers, use to maintain their own personal brand in the new context. While studying a marketing campaign created by United Screens for the brand Bic Soleil Bella, I did a rhetoric analysis of the YouTubers content where the product was exposed. The result showed that the YouTubers within the study use the same rhetoric techniques as in videos where no paid marketing collaboration was involved. Some of the YouTubers also created a situation where the product becomes relevant to their own personal brand.

The thesis presents findings regarding children activity in the online space, as well as contributes by its own research findings. The attention is focused on Czech children in the age group of 10-12 years. To be specific, the thesis focuses primarily on the type of content that children consume online, the way they consume it and the interference of advertising, while being online. The attention is paid also to parents' knowledge of activities that their children do online, as well as the extent of regulation parents apply on such activities. In the first part, the current knowledge of children's behaviour online and on YouTube is described. Also, relevant research outputs are presented. Special chapters are devoted to YouTube, including the YouTubers phenomenon, as well as to the protection of children in cyberspace. The research combines qualitative and quantitative techniques of observation and questionnaires. The thesis contributes to a better understanding of children's behaviour in the online space and it also presents new findings about the way Czech children use YouTube and for what purposes they use it, as well as about parents' engagement in their activities.

La presente tesi propone una mappatura sui rapporti fra i creatori di contenuti su YouTube (definiti “youtubers”) e i videogiochi. L’impatto di queste nuove figure, collocate fra il profilo dell’influencer e della celebrity, è stato indagato osservandone le ricadute economiche, produttive e di immaginario. L’indagine è stata condotta sfruttando differenti fonti, metodologie (qualitative e quantitative) e prospettive teoriche, in una generale collocazione nel quadro delle industrie creative intrecciate con i game studies e i cosiddetti “YouTube studies”. La tesi, oltre a fotografare l’attuale situazione del gaming su YouTube, presenta un modello le cui buone pratiche possono essere applicate ad ulteriori casi, legati non solo ai videogiochi ma al settore delle industrie creative in generale. / The research project investigates the connections between YouTube content creators (“youtubers”) and video games. The impact of these youtubers, half influencers and half celebrities, is observed in its economic and productive dimension, and in its influence on the collective imagination. The analysis has been conducted with different sources, methodologies (both qualitative and quantitative) and theoretical prospectives, in a general framework related to creative industries, game studies and “YouTube Studies”. The research analyzes the current situation of gaming contents on the YouTube platform, and presents a model related to content creators in the creative industries.

This Bachelors essay aims to investigate and detect what perceptions influencers have when it comes to marketing different products and services on Youtube. The focus is on the relationship between youtuber and audience and how this interaction affects the consumer behavior of the audience. This study is based on Swedish users of YouTube between 12-30 years. What follows below is a quantitative survey study. The investigation and discussion is based on the Para-social Interaction theory, also called PSI, alongside with Uses & gratification theory and lastly the twostep-flow of Communication. When we look at the results, our general inference is that gender and age seems to affect the perceived impact on the audience and their faith in youtubers recommendations. The perceived impact, in turn, is affecting the audience´s consumer behaviour.

Mental health disorders (MHDs) are among the leading cause of global ill health and disability. Research on MH of social media (SM) content creators is sparse. This study aims to assess whether being a microcelebrity YouTuber has an impact on one's MH. A survey of international YouTubers garnered participants aged 18 to 45 years, mostly male and white. Most common motivations to become a YouTuber were entertainment, and joy/passion. Most were not professionally diagnosed with a MHD; they reported that YouTube use had no effect on symptoms of said conditions. A significant relationship was shown between MH status and YouTube effect on MH status, as well as MH status and life satisfaction. While study findings present minimal impact of YouTubing on MH, this is likely due to our small sample size. Future research on microcelebrity may be beneficial for all SM users, including youth increasingly showing interest in SM and its careers.