info:eu-repo/semantics/bachelorThesis
Percepción acerca de la publicidad en la red social YouTube
Fecha
2023Registro en:
302.3 C843
Autor
Cote Ramírez, Pablo
Institución
Resumen
Objective: To identify the perceptions held by a group of individuals in the city of Medellín regarding the use of the social media platform YouTube for brand and product advertisements in videos. Conceptual framework: The conceptual elaborations revolve around consumer perception of YouTube ads, social media platforms, and advertising. Method: A descriptive quantitative study with a cross-sectional design was conducted. The research design employed a case study approach using questionnaires consisting of both open-ended and closed-ended questions. The study aimed to involve approximately 100 participants, selected through a non-probabilistic sampling method, who exhibit high consumption of the YouTube platform.