A content analytic study of the presence of brands and materialistic values in popular influencers' Youtube videos in the Netherlands

Suzanna J. Opree; Serena Daalmans; Eva A. Van Reijmersdal; Esther Rozendaal

doi:10.1515/commun-2024-0045

A content analytic study of the presence of brands and materialistic values in popular influencers' Youtube videos in the Netherlands

Suzanna J. Opree, Serena Daalmans^*, Eva A. Van Reijmersdal, Esther Rozendaal

^*Corresponding author for this work

Research output: Contribution to journal › Article › Academic › peer-review

1 Downloads (Pure)

Abstract

The present study is the first to provide insights into the presence of brands and materialistic values in videos of popular YouTube influencers. We developed a codebook and analyzed a sample of 240 videos from 20 popular YouTube influencers from the Netherlands. We coded general characteristics of the videos (e.g., video length and number of views), the number of brands and branded products, the use of disclosures and brand prominence, as well as the number and types of materialistic values that were present. The findings show that YouTube watchers are confronted with a large number of brands and materialistic values, which may have serious consequences for their view of the world. In addition, the frequent absence of disclosures indicates a need for spreading awareness about regulations regarding influencer marketing practices.

Original language	English
Number of pages	13
Journal	Communications
DOIs	https://doi.org/10.1515/commun-2024-0045
Publication status	E-pub ahead of print - 4 Mar 2025

Bibliographical note

Publisher Copyright:
© 2025 the author(s), published by Walter de Gruyter GmbH, Berlin/Boston 2025.

Research programs

ESHCC M&C

Access to Document

10.1515/commun-2024-0045Licence: CC BY

10.1515_commun-2024-0045Final published version, 274 KBLicence: CC BY

Cite this

@article{3e671f03a7c74e3f97a6bcd454eaff3d,

title = "A content analytic study of the presence of brands and materialistic values in popular influencers' Youtube videos in the Netherlands",

abstract = "The present study is the first to provide insights into the presence of brands and materialistic values in videos of popular YouTube influencers. We developed a codebook and analyzed a sample of 240 videos from 20 popular YouTube influencers from the Netherlands. We coded general characteristics of the videos (e.g., video length and number of views), the number of brands and branded products, the use of disclosures and brand prominence, as well as the number and types of materialistic values that were present. The findings show that YouTube watchers are confronted with a large number of brands and materialistic values, which may have serious consequences for their view of the world. In addition, the frequent absence of disclosures indicates a need for spreading awareness about regulations regarding influencer marketing practices.",

author = "Opree, {Suzanna J.} and Serena Daalmans and {Van Reijmersdal}, {Eva A.} and Esther Rozendaal",

note = "Publisher Copyright: {\textcopyright} 2025 the author(s), published by Walter de Gruyter GmbH, Berlin/Boston 2025.",

year = "2025",

month = mar,

day = "4",

doi = "10.1515/commun-2024-0045",

language = "English",

journal = "Communications",

issn = "0341-2059",

publisher = "De Gruyter Mouton",

}

TY - JOUR

T1 - A content analytic study of the presence of brands and materialistic values in popular influencers' Youtube videos in the Netherlands

AU - Opree, Suzanna J.

AU - Daalmans, Serena

AU - Van Reijmersdal, Eva A.

AU - Rozendaal, Esther

PY - 2025/3/4

Y1 - 2025/3/4

N2 - The present study is the first to provide insights into the presence of brands and materialistic values in videos of popular YouTube influencers. We developed a codebook and analyzed a sample of 240 videos from 20 popular YouTube influencers from the Netherlands. We coded general characteristics of the videos (e.g., video length and number of views), the number of brands and branded products, the use of disclosures and brand prominence, as well as the number and types of materialistic values that were present. The findings show that YouTube watchers are confronted with a large number of brands and materialistic values, which may have serious consequences for their view of the world. In addition, the frequent absence of disclosures indicates a need for spreading awareness about regulations regarding influencer marketing practices.

AB - The present study is the first to provide insights into the presence of brands and materialistic values in videos of popular YouTube influencers. We developed a codebook and analyzed a sample of 240 videos from 20 popular YouTube influencers from the Netherlands. We coded general characteristics of the videos (e.g., video length and number of views), the number of brands and branded products, the use of disclosures and brand prominence, as well as the number and types of materialistic values that were present. The findings show that YouTube watchers are confronted with a large number of brands and materialistic values, which may have serious consequences for their view of the world. In addition, the frequent absence of disclosures indicates a need for spreading awareness about regulations regarding influencer marketing practices.

UR - http://www.scopus.com/inward/record.url?scp=86000175581&partnerID=8YFLogxK

U2 - 10.1515/commun-2024-0045

DO - 10.1515/commun-2024-0045

M3 - Article

AN - SCOPUS:86000175581

SN - 0341-2059

JO - Communications

JF - Communications

ER -

A content analytic study of the presence of brands and materialistic values in popular influencers' Youtube videos in the Netherlands

Abstract

Bibliographical note

Research programs

Access to Document

Other files and links

Fingerprint

Cite this