Factors Affecting A Youtubers’ Fame Among Students

Abstract

Social media has witnessed the explosion of video sharing sites in recent years and has been in the forefront of academic and non-academic research. This study has addressed the role of social and cultural factors in the path to YouTuber’s fame. Driven by uses and gratifications theory 2.0 (U&G 2.0) and Kelman’s social influence theory, this study determines the effect of socio-cultural factors on YouTuber’s fame among students. Using a quantitative method, the hypotheses developed in this study were tested with data collected through a survey of 230 students from universities in Klang Valley. The data was collected was analysed using multiple regression analysis. The findings reveal that aesthetic experience and cultural identity significantly influence YouTuber’s fame (overall and within the chosen famous YouTube categories). This study can serve as a guide to YouTuber’s to create content that is aesthetically pleasing, emotionally connective and relates to the cultural identity of the viewer in order to attract university students.

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Publisher

European Publisher

First Online

10.06.2021

Doi

10.15405/epsbs.2021.06.02.38

Online ISSN

2357-1330