The relationship between views and the evaluation of an ad. A structural analysis of unpaid advertising in YouTube

Authors

  • Teresa Pintado Universidad Complutense de Madrid, Madrid, España
  • Joaquín Sánchez Universidad Complutense de Madrid, Madrid, España

DOI:

https://doi.org/10.7764/cdi.40.1088

Keywords:

YouTube, eWom, online advertising, social networks

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.

Author Biographies

Teresa Pintado, Universidad Complutense de Madrid, Madrid, España

Is a professor in the Marketing and Market Research Department of the Universidad Complutense de Madrid. Her lines of research focus on commercial communication and consumer behavior, and have been published in Innovar, Journal of Administrative and Social Sciences, aDResearch International Journal of Communication, among others. She has published several books, such as Introduction to Marketing (ed. Pearson), Marketing for Adolescents (ed. Pyramid), New Trends in Strategic Communication (esic ed), among others.

Joaquín Sánchez, Universidad Complutense de Madrid, Madrid, España

Is professor of the Faculty of Information Sciences of the Universidad Complutense de Madrid. His main areas of research are the study of advertising effectiveness, and the estimation and evaluation of brand value. He is author of articles published on these subjects, in scientific journals like Journal of Retailing and Consumer Services, Journal of Marketing Channels, or International Journal of Educational Management, among others.

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Published

2017-06-30

How to Cite

Pintado, T., & Sánchez, J. (2017). The relationship between views and the evaluation of an ad. A structural analysis of unpaid advertising in YouTube. Cuadernos.Info, (40), 189–202. https://doi.org/10.7764/cdi.40.1088

Issue

No. 40 (2017): Dossier: Comunicación y Opinión Pública

Section

OTHER TOPICS