The relationship between views and the evaluation of an ad. A structural analysis of unpaid advertising in YouTube
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2017
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Universidad Pontifica Católica de Chile
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Universidad Complutense de Madrid, Teresa Pintado, y Joaquín Sánchez. «La relación entre el visionado y la evaluación del anuncio. Un análisis estructural de la publicidad no pagada en YouTube». Cuadernos.info, n.o 40 (14 de junio de 2017): 189-202. https://doi.org/10.7764/cdi.40.1088.
Abstract
Social networks have been widely studied regarding advertising behavior. However, there is no relevant research to analyze the digital social structure of ads and their implications. We analyzed this topic using 387 advertising campaigns and 14.612 YouTube users ratings. The results show that commercials with a high number of views not always get positive evaluations. Moreover, the social structure formed by the advertisements follows an organized pattern around specific subjects. The analysis of this kind of social structures could be a starting point for other contributions focused on ads or users’ typologies, and potentially very useful to better understand the online advertising planning process.