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Tesi Completa Dipartimento di Impresa e Management Cattedra International Marketing WEB 2.0: WHICH FACTORS MAKE A YOUTUBE CHANNEL SUCCESSFUL ON THE INTERNET? RELATORE Prof. Alberto Marcati CANDIDATO Federica Rea 651311 CORRELATORE Prof. Valentina Pitardi Academic year 2014-2015 1 Abstract Web 2.0 has brought a revolution in the ways of communication people have available to them. User Generated Content has become more and more predominant, to the point that anyone can share their personal opinions and thoughts. One of the main platform where this is possible is the website YouTube, where people can upload videos on any topic. While in the beginning this website was mainly used to upload music or funny videos, with time passing by people have seen a different potential and have started to upload more personal videos. In particular in the last ten years we have seen the huge success of this platform and the rising figure of “Vloggers”, regular people who upload videos about a specific topic regarding their lives. For this analysis we have concentrated our attention to the beauty community that has been created on YouTube. The participants are mainly young girls who upload videos to share their experiences with beauty products, show a particular technique or tutorial. These girls have built a proper business on their channels, making YouTube a full time job with millions of views and subscribers. The objective of this work is to figure out which factors contributed to creating this huge success and to test our hypothesis on reality, performing an empirical analysis on selected YouTube channels. We will build our model through the pre-existing literature, finding variables that might have contributed into creating this phenomenon. We will later perform our analysis directly on the channels, observing videos and evaluating the attitude and the response that creators get according to their actions. This analysis will be performed on 36 channels with a range of subscribers going from 12 millions to 300 thousand. 2 Abstract ........................................................................................................................................................................... 2 CHAPTER 1: INTRODUCTION ............................................................................................................................... 5 1.1 Framework .............................................................................................................................................................. 6 1.2 Context of the analysis ....................................................................................................................................... 8 1.2.1 The beauty community .............................................................................................................................. 8 1.3 Information gathered ........................................................................................................................................... 8 1.4 Objectives ............................................................................................................................................................ 11 1.5 Structure of the work ....................................................................................................................................... 12 CHAPTER 2: LITERATURE ANALYSIS AND REVIEW ......................................................................... 13 2.1 The use of video communication ................................................................................................................. 14 2.1.1 Honesty in video communication ........................................................................................................ 14 2.2 Video communication and Web 2.0 in the beauty sector .................................................................... 16 2.3 Influencing factors ............................................................................................................................................ 18 2.3.1 Natural ease in front of the camera ..................................................................................................... 19 2.3.2 Transparency .............................................................................................................................................. 20 2.3.3 Shared experience ..................................................................................................................................... 22 2.3.4 Social interaction ...................................................................................................................................... 24 2.3.5 Personal branding ..................................................................................................................................... 26 2.3.6 Shared interest ........................................................................................................................................... 30 CHAPTER 3: METHODOLOGY ........................................................................................................................... 32 3.1 Aim of the work ................................................................................................................................................. 35 3.2 Objectives ............................................................................................................................................................ 35 3.3 Literature analysis ............................................................................................................................................. 35 3.4 Building the model ........................................................................................................................................... 35 3.5 Hypothesis ........................................................................................................................................................... 36 3.6 Empirical analysis ............................................................................................................................................. 37 3.7 Presentation of the selected channels ......................................................................................................... 38 3.8 Conclusions ......................................................................................................................................................... 44 CHAPTER 4: EMPIRICAL ANALYSIS ............................................................................................................. 45 4.1 Yuya ...................................................................................................................................................................... 46 4.2 Zoella ..................................................................................................................................................................... 48 4.3 Bethany Mota ..................................................................................................................................................... 50 4.4 Michelle Phan ..................................................................................................................................................... 52 4.5 Ingrid Nilsen ....................................................................................................................................................... 54 4.6 Carli Bybel .......................................................................................................................................................... 56 4.7 Kandee Johnson ................................................................................................................................................. 58 4.8 Tanya Burr ........................................................................................................................................................... 60 4.9 Lauren Curtis ...................................................................................................................................................... 62 4.10 Jaclyn Hill ......................................................................................................................................................... 64 4.11 Luxy hair ........................................................................................................................................................... 66 4.12 Nicole Guerriero ............................................................................................................................................. 67 4.13 Sprinkle of glitter ............................................................................................................................................ 69 4.14 Wayne Goss ...................................................................................................................................................... 71 4.15 Nikkie tutorials ................................................................................................................................................ 73 4.16 Shaaanxo ............................................................................................................................................................ 75 4.17 Gigi gorgeous ..................................................................................................................................................
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