RT Journal Article
T1 The relationship between views and the evaluation of an ad. A structural analysis of unpaid advertising in YouTube
T2 La relación entre el visionado y la evaluación del anuncio. Un análisis estructural de la publicidad no pagada en YouTube
A1 Pintado Blanco, Teresa
A1 Sánchez Herrera, Joaquín
AB 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.
PB Universidad Pontifica Católica de Chile
SN 0719-3661
YR 2017
FD 2017
LK https://hdl.handle.net/20.500.14352/95312
UL https://hdl.handle.net/20.500.14352/95312
LA eng
NO 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.
DS Docta Complutense
RD 25 abr 2025