Youtube Marketing Communications and Children: A Case Study of Thai Youtubers
This ongoing research aims to explore an overview of today's marketing communications of products on Youtube for children and youths in Thailand. This qualitative research was conducted by an in-depth interview with Thai YouTubers who got most subscribers on Social Blade website, ranking in the top 250 about their product placement strategy.The results provided useful insights through the ideas of product placement by Russell (2019) as consumers tend to skip traditional advertisements but not the entertainment content. In addition, since all three YouTubers’ main target audiences were children and youths. It showed that acting like a young, playful, and energetic girl or a curious smart boy might be a good way to attract younger audiences since they might regard these YouTubers equally as friends and hence ideal self when they were impressed by these three YouTubers.
Keywords - Marketing Communications, Youtubers, Children, Product Placement