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Establishment on YouTube: Catchphrases, communities and user involvement
Umeå University, Faculty of Social Sciences, Department of Informatics.
Umeå University, Faculty of Social Sciences, Department of Informatics.
2011 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

YouTube is a great place for attention and discussion. Individuals and companies canuse the context and the system for branding of their content. Previous research in thearea has had a larger focus on mass statistics and social patterns on YouTube asequations, rather than as a social platform with people using it. Our research focusedon the users and why they choose to involve themselves with the content of theSwedishMealTime channel on YouTube and what we could do as a producer to createa more established channel, since we run it ourselves. This gave us an opportunity toextract data from the statistics on both YouTube and the corresponding Facebookpage of SwedishMealTime. We sent out an online survey to our subscribers withquestions revolving around the channel and content, in order to gain more insight ofwhat kind of content they prefer. A netnographic study was made in combinationwith a survey to collect the data for the analysis. Our results suggest that a regularupload scheme, communication and interaction with subscribers and establishment ofthe channel increases the sense of belonging, which in turn increases the exposure ofthe channel and the number of users subscribing to it. Future research will requireinformation about more channels, to identify behaviour between them, and if thereare any patterns for a viral success.

Place, publisher, year, edition, pages
2011. , 29 p.
Informatik Student Paper Bachelor (INFSPB), 2011.22
Keyword [en]
YouTube, Establishment, Consistency, Catch-phrases, Viral, Sense of belonging, popularity on the web, online communities
National Category
Information Science
URN: urn:nbn:se:umu:diva-46136OAI: diva2:437074
Educational program
Programmet för Digital Medieproduktion
2011-06-01, MC313, Umeå Universitet, Umeå, 11:15 (Swedish)
Social and Behavioural Science, Law
Available from: 2011-08-26 Created: 2011-08-26 Last updated: 2011-08-26Bibliographically approved

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Lundberg, NiclasSöderman, Anders
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