2026-06-08T02:43:29Zhttps://docta.ucm.es/rest/oai/requestoai:docta.ucm.es:20.500.14352/953122025-08-28T14:44:54Zcom_20.500.14352_14col_20.500.14352_15
Docta Complutense
author
Pintado Blanco, Teresa
author
Sánchez Herrera, Joaquín
2024-01-25T10:04:37Z
2024-01-25T10:04:37Z
2017
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.
0719-3661
10.7764/cdi.40.1088
https://hdl.handle.net/20.500.14352/95312
https://doi.org/10.7764/cdi.40.1088
https://ojs.uc.cl/index.php/cdi/article/view/24441
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.
eng
Attribution-NonCommercial-NoDerivatives 4.0 International
The relationship between views and the evaluation of an ad. A structural analysis of unpaid advertising in YouTube
journal article
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application/pdf
Number_of_views_and_the_evaluation_of_an_ad.pdf
URL
https://docta.ucm.es/bitstreams/89378203-1674-4054-89d3-2a65bd3d1618/download
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text/plain
Number_of_views_and_the_evaluation_of_an_ad.pdf.txt