Youtube Haul Video’s en Consumptiepatronen van Adolescenten
Heuvel, G.E. van den
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In the past years Youtube has become a popular medium for adolescents and especially haul video’s are working their way up. This study aimed to investigate the influence of watching haul videos on adolescents’ consuming behavior. First, this study analyzed adolescents’ Youtube viewing habits and their motives to watch Youtube haul videos. Second, this study examined the possible relationship between watching haul videos and consuming patterns. An internet survey was used to collect the quantitative data. A total of 118 adolescents participated in the study, aged 13-18 (M = 16.2, SD = 1.52). The sample consisted of 93 girls (78.8%) and 25 boys (21.2%). Multiple response analyses, multiple response crosstabs analyses and Spearman correlations indicated that 98.3% of the participants watch Youtube videos and most of them (77.6%) watched for more than 15 minutes a day. Results also indicated that amusement was the main reason to watch haul video’s. Hearing others’ opinions to make the right choice in buying a product or not and following the trends were also important motives. The Spearman correlations showed a significant weak positive correlation between watching haul videos and consuming patterns of adolescents. It was concluded that adolescents watch haul videos for different reasons, but mainly for amusement. The relationship between watching haul videos and consuming patterns is weak. However, the present study indicated they could be related, which shows further research is needed to investigate this relationship.