The influence of YouTubers on children (8-12 years old): current issues and brands

• Autor(a) principal: Pinto, Beatriz
• Data de Publicação: 2023
• Outros Autores: Duarte, Alexandre, Dias, Patrícia
• Tipo de documento: Artigo
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10400.14/40161
• topic: Brands; Children aged 8 to 12 years; Current issues; Digital influencers; Influence marketing; YouTube

YouTubers have become a worldwide popularity phenomenon, and the ever-more time spent at home helped further amplify its status and relevance, especially with children. The increasing access to broadband internet, the easy and intuitive way of using it, the full control over what they want to see, the proximity to the public and the capacity to surprise and innovate are some of the motifs that make YouTubers so attractive to the youngsters. Using a qualitative methodology carried out in two sequential data collection phases, first with children and then with Youtubers, the authors aimed to answer the following research question: “How influential are YouTubers in shaping the opinions of 8-12 year-olds on topical issues?” This investigation concluded that children have YouTubers as role models, consider their content a reliable source of information and admit to having changed the way they think because of them. Although Youtubers’ influence diminishes as children grow, this study proved that they tend to adopt the views and perspectives shared by YouTubers. On the other hand, it is also an opportunity for children to learn and be aware of important topics from an early age in a more accessible and interesting way.