What is it about?

YouTube developed into a leading marketing tool used for product promotion by social media influencers. We examine product promotion within videos created by the most popular German YouTube channels. We find that YouTube users indeed are confronted with an ever-growing share of product promotion, particularly in the beauty and fashion sector.

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Why is it important?

Our findings fuel concerns regarding the social and economic impact of influencers, especially on younger target groups.

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This page is a summary of: Social Media Sellout: The Increasing Role of Product Promotion on YouTube, Social Media + Society, July 2018, SAGE Publications,
DOI: 10.1177/2056305118786720.
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