The Role of YouTuber in the Consumer Decision Making Process

Ekaterina Lebedeva

Bakalářská práce

Abstract:

YouTube is a modern social network that competes in popularity with television. A company can find its target audience on YouTube and use marketing tactics to promote its products and services. In this work, attention is focused on the role of YouTuber as a person who can influence the perception and attitudes of consumers. The aim of this work is to evaluate the effects of communication of a selected YouTuber (Yurii Dud‘, channel "vDud‘") on the decision-making process of consumers. The content analysis of the vDud’ channel is performed and the communication tools used by the selected YouTuber are described. Part of the work is an analysis of the results of a questionnaire survey conducted among Czech and Russian consumers of YouTube content. The benefit of the work will be the definition of ways to effectively promote the content on YouTube and influence consumer behavior through the promotion of YouTuber.

Keywords

Youtube, Consumer decision making, Consumer behaviour, Decision making process, Online consumer behaviour

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 14. 3. 2022

Obhajoba závěrečné práce

• Vedoucí: Ing. Lenka Platilová Vorlíčková

Česká zemědělská univerzita v Praze

Provozně ekonomická fakulta

Bakalářský studijní program / obor:
Economics and Management / Economics and Management