YOUTUBERS: HOW VIDEO CONTENT CREATORS IN YOUTUBE INFLUENCE COLLEGE CONSUMERS TO PURCHASE GAMING ACCESSORIES

YOUTUBERS: HOW VIDEO CONTENT CREATORS IN YOUTUBE INFLUENCE COLLEGE CONSUMERS TO PURCHASE GAMING ACCESSORIES

1. BACKGROUND OF THE STUDY

There is Always a Story with People and Gaming

For most people, gaming has been a part of their lives. With the technological advancement nowadays, gaming became one of the most profitable entertainment industries. Video games has impacted our culture in so many different ways. Gaming can also help improve hand-eye coordination and faster reflexes. It can also help in developing essential life skills. Gaming has always been growing as an industry. A lot of people develop essential skills that helped them with their professional lives. A professional F1 driver had to rely with playing racing simulation in order for them to improve their skills without the additional cost and jeopardizing their safety. The advancement of technology has allowed people to enjoy gaming to a whole new level. There are now gamers (pro gamers – full time competitive player who is paid to play games) who developed a career from gaming.  With the advancement of technology, gaming will still continue to grow.

Since the first gaming console was released to the consumer market, video games have made its way into the hands of curious minds of both the young and old; becoming the means of comfort and the lifestyle choice of many people, regardless of their race or nation. With its growing popularity among the masses, the Gaming Industry is forced to innovate and progress at a rapid rate in order to meet the demand of the consumer market. Consumer demands can range from the diversification of story-telling, the realism of visuals and graphics, and etc. As the Gaming Industry thrives from the demand of its consumers, individuals who play video games are in turn influenced by the industry’s products, its influence possibly affecting the choices and actions of consumers. An example of this would be the “Cultivation Theory” by George Gerbner. This theory argues that media generally presents an image of the world that does not reflect reality. The Cultivation Theory research further views media as a system of messages and tries to understand its function and consequences on an audience. These messages complement each other and are organic and coherent in nature. Video games have also influenced the physical attributes of individuals – developing better hand-eye-coordination, blitz-thinking, quick decision making, dexterity, and much more.

Video Games Are Part of a Professional Industry

The rise of video games has also led to profit making – not only through its development as a consumable but through consuming the game itself. Individuals who play these video games, also known as gamers, earn by winning in competitions and endorsements from sponsors. The amount of capital they earn is dependent on the deal that these gamers have with their benefactors and as well as the result of the competition – whether these gamers win or not. Gaming has also bounced into the world of live video streaming, which allows different types of gamer personalities to show their fans their live gameplays, civilian lives, and whatever else they [Streamers] wish to show. In line with streaming as a form of video content creation, gamers not only depend on competitive gaming but also through product reviews through uploaded online video content; they test games and review peripherals (i.e. mice, keyboard, headphones, etc.), publicly discerning what they think is best. Individuals usually buy these peripherals in order to gain a slight advantage with their gaming experience, and when spoken to by a reputable gamer or reviewer, they have higher propensity of buying products that are being introduced or endorsed to them.

To further add to the praise of video gaming, the art of playing with one’s friends or being the best at a particular game has provided multiple gamers the chance to gain financial profit from their work. There are gamers that receive donations from sponsorships, gamers who earn by becoming influencers, and gamers who earn by winning tournaments. There are even gamers who earn financial profits for just testing out games for fun. Some of these professionals even earn company sponsors that provide them with what the gaming industry calls “Gaming Accessories” or “Gaming Peripherals”. These are tools made to help give gamers a slight advantage with their gaming. From mechanical keyboards for the quicker actuation of keypresses, mechanical mice, RGB gaming mats, and mic-headset combos, there are a thousand possible gaming accessories for any gamer to choose to add into their arsenal. In light of this, however, one could question: How does one know which one to get?

Gaming Accessories and What They Can Do

Gaming accessories, or peripherals as they are commonly known, are the subject of many debates and reviews throughout YouTube. It is an important trend among tech enthusiast which has broken through the wall that divides them from the common consumer market. Now, gaming accessories are mass produced and sold commercially. Some of these products are even accompanied by software that can sync all related products together. These “software” are affected by the brands of each product. Thus, if you have two or more products from a company such as Razer or Logitech, you can sync the aesthetics and functions of each product to any liking.

Gaming accessories have key functions that differentiate itself from common peripherals. Part of these functions are how the aid in gaming experiences. This could mean faster actuation when pressing buttons, faster refresh rates on displays for smoother and quicker visuals, accurate color calibration for a more realistic and immersive gaming experience, etc. It has even become a trend for gaming accessories to include themed lightings, customizations in performance, and even RGB spectrum lightning. Whether it is the aesthetical presentation these gaming accessories present or the actual function that may or may not provide a slight advantage in gaming, gaming accessories have provided the consumer market with a large number of peripherals to choose from.

The Video Content Creation Industry

Considering the fact that there are numerous types and brands for these peripherals, and the likelihood of younger generation consumers knowing competitive or professional gamers; tech and gaming influencers, are very high. Throughout the years, the influence of media has been developing through technology into different platforms such as online video production, live streaming, and etc. In fact, there are more than a thousand Tech influencers in YouTube, hundreds of thousands of streamers on both YouTube and Twitch.tv, and thousands of tech blogs and vlogs designed and created to help consumers decide on what technological products to purchase. These tech influencers, especially with hundreds of thousands to millions of viewers, have become successful in their craft through the communities they’ve built through their content channels. It is from the relationship between the content creator and their viewers that the gaming tech industry has thrived throughout the last decade.

With the rise of communication development, there are individuals who turn to the internet for answers and some even rely on the social media platform YouTube. YouTube is a free-to-view online video streaming platform which content creators use to earn financial profit, sponsors, and a shot at fame. Content creators found in the platform, commonly denoted as Youtubers; they provide reviews, thoughts, and judgements on gaming accessories. Some of these Youtubers review technology, ranging from consumer products to rending technologies; these Youtubers are also called tech reviewers. Others could be gamers who want to share their experiences with products to the world. In the process, Youtubers develop a relationship with their audience. In the end, no matter what the goals of these Youtubers are when they upload video content for their consumers is, their primary goal to achieve is to influence their viewers to an idea.

To be specific, the majority of successful tech influencers are found in the YouTube space. These Youtubers have become successful in creating and developing their own community of viewers from the influence their video contents create. These video creators have different personalities, quirks, methods of presentation, and reside in different parts of the world. Despite their content on YouTube being available for all who have access to the website, some of them have their community base of viewers largely populated in certain countries mostly, and some have their community base of viewers so widely spread throughout the globe that they have even been provided by YouTube itself with plaques with its color determined by the size of their communities – which is measured by the amount of subscribers.

The content of these Tech Influencers in YouTube is mostly composed of videos that review and share the experiences of these Youtubers with different technological products. These can range from smartphones, computers, peripherals, consoles, gaming devices, software, and much more. With the rise of the gaming community in this generation, a large majority of these Tech influencers have shared through their YouTube channels their experiences with the new gaming tech they receive or purchase for review. These include their favorite keyboards and mice, their opinions on headsets, consumer microphone qualities, displays and their benefits, and much more.

Tech YouTubers and Their Gaming Tech

In relation to the rise of the gaming community in the common times, it may be quite difficult for consumers to decide on which gaming accessories to purchase. These peripherals are not as low-priced as the generic necessities needed to play video games. Yet, despite the high to premium price that gaming accessories demand, their presence in the consumer market has not changed. It is a large part of the gaming community, and has become a part of the primary focus subject on the content of tech influencers on YouTube. Their opinions and shared experiences have provided their viewers with video content that is easily accessible by today’s standards. These contents have continued to raise the viewer and subscriber counts of multiple tech Youtubers, which therefore indicates that there may be a relationship between Youtubers and their viewers. With video content related to gaming accessories, one may question how video content creators on YouTube influence their viewers to purchase gaming accessories.

Problem Statement

Tech influencers range from writers to video content creators. A large number of famous tech influencers are YouTubers. They provide their viewers with free easy-to-access content that allow them to share their opinions and experiences with the technological products that they own or receive from companies for review. From entire gaming systems to solo peripherals, these Youtubers, especially those with a large community for an audience to date, provide their viewers with reasons on whether one should purchase a product or not. Their influences have provided the consumer market with people who constantly support and debate about tech products, and whether a product’s functionality and aesthetics can justify a price tag. Furthermore, in relation to the gaming community, a large number of these tech influencers on YouTube include their gaming experience specifically to further elaborate their stand on their opinions on a product. As the gaming community continues to grow in numbers by the day, one could question how to decide on the gaming setup they desire or need. With YouTube being an online easy-to-access and free video streaming platform filled with tech influencers, it is highly likely that the platform may be used to search for information on the actual experience of people with specific gaming accessories. The relationship between tech influencers on YouTube and the decision making of consumers on whether or not to purchase a gaming product has become a primary concern for companies that produce gaming accessories. The relationship that these tech influencers make with their audience has become a powerful factor on how consumers decide on their purchase decisions.

This thesis aims to determine how video content creators on YouTube influence their viewers to purchase gaming accessories.

Furthermore, it seeks to answer the following questions:

1. How do tech influencers on YouTube format and structure the content of their videos?
2. How do tech influencers build relationships with their audiences through the media of YouTube?
3. How do tech influencers affect the purchase decisions of college students?

Objectives of the Study

• To determine how tech influencers on YouTube format and structure the content of their videos.
• To determine how tech influencers on YouTube build relationships with their audiences.
• To determine the audience reach of tech influencers on YouTube.
• To determine the positive and negative effects of YouTube videos to consumers looking to purchase gaming accessories.

Significance of the Study

This thesis is theoretically significant to students, young professionals, and gamers – both casual and professional. With the idea of gaming accessories being a large part of how gamers and tech enthusiasts build their gaming and work setups, it is important to note that these gaming accessories were originally crafted for the benefit of gamers. The fact is, besides gaming, the functions and aesthetics these gaming accessories provide allow users to develop their work and craft through these devices. Students can use these accessories for their de-stress gaming sessions. In addition to aiding students, and even expounding on how gaming accessories may be of aid to young professionals, it is important to note the most probable similarity of how gaming accessories can be significant to both students and young professionals – whether they are gamers or not. The most probable and obvious similarity is the need of a keyboard and mouse to control computers. Computers are important to the lives of students and professionals nowadays. In light of this, the gaming industry has developed the well-known mechanical keyboard. This is a type of gaming peripheral that allows for the quicker actuation of commands with each keypress. It also emphasizes on the durability of a keyboard to last within the range of 50-80 million keypresses per key switch. This allows users to smash buttons when gaming and type slightly faster in multiple scenarios. This makes it practical for students, teachers, and other professionals that use computers and consoles in the matter of imputing commands and registering data with less time spent ideally.

On the other hand, this thesis is practically significant to tech influencers, Youtubers, streamers, and video content creators. With the influence industry developing day by day, these content creators continue to compete with each other for viewers, community loyalists, and fans. It is those who support such content creators that provide them the means to live the lives they choose to live today. From creating videos, live streaming, or simply being an online celebrity, gaming accessories may play a significant role in the influencer business. An example of this would be a tech influencer who builds his or her career in YouTube. Whether a gaming accessory becomes the subject of a video, or the tool used by streamers to compete in their games, or even to aid in the editing rituals of video content creators, gaming accessories play their roles to help ease the workflow of professional creators. Furthermore, it is possible that these gaming accessories will fall unto the hands of other people; simply because these content creators create content about and with them. Due to the influences that are born between content creators and their viewers, people continue to purchase gaming accessories in hopes that these products will play a part in their lives and workflows as well.

SCOPE AND LIMITATIONS

Scope

The primary focus of the study is to determine whether or not the Youtubers involved in the study provide influence to their viewers and how they do it [Influence]. The thesis will focus on how video content creators on YouTube influence college student consumers of the following universities in the National Capital Region of the Philippines: University of Santo Tomas, Far Eastern University, and the University of the Philippines: Diliman. This thesis is conducted to further define and determine the relationship between YouTubers – specifically tech influencers – and the decision-making of consumers to purchase gaming accessories. The study will be conducted via online survey to further provide ease in gathering information.

Limitations

The thesis will not be composed of all the viewership of the Youtubers involved in the study. Instead, the participants of the survey must be college student consumers of the following universities in the National Capital Region of the Philippines: University of Santo Tomas, Far Eastern University, and the University of the Philippines: Diliman. This is to ensure that the gathering of data for the thesis is realistic and accessible by those who will conduct the study at time. Also, only the following tech influencers from the following channels on YouTube will be involved: Austin Evans, Linus Tech Tips, and Unbox Therapy, due to their high subscriber amount which commonly means a large viewing audience. These are also the channels that contain actual videos dedicated to reviewing specific and particularly gaming accessories.

This is to limit the Youtubers involved in the study to not just tech influencers, but those who specifically make videos on gaming accessories.

The focus of this study will be on college students that are enrolled in the following universities: University of Santo Tomas, Far Eastern University, and the University of the Philippines: Diliman. To narrow the products considered as gaming accessories for the study, the following will be the only types of products to be considered:

• Gaming Monitors
• Gaming Mice
• Gaming Keyboards
• Gaming Controllers
• Gaming Headsets

Definition of Terms

Operational Terms

Video Content Creator

• An individual or group of people that create videos with specialized content on topics that consumers may view publicly with or without the need of financial compensation.

Youtuber

• An individual or face of a YouTube Channel with uploaded content open for anyone with internet access to view. They are video content creators that use the platform of YouTube to upload their videos, track their viewership, and connect with their subscribers, fans, and other viewers. They are religiously updating their channel with content, in control of their own viewer and fan communities, and receive income from YouTube itself.

Tech Influencer (on YouTube)

• A Youtuber that has posted and religiously uploads content on YouTube that focuses on technological products for consumers.
• An individual or company of individuals that share their experiences with technology, give their opinion about technology; however, they are not required to market any of the products that they wish to talk about.

College Students

• An individual who is currently enrolled in a college or university in the National Capital Region of the Philippines – specifically in the University of Santo Tomas, Far Eastern University, and the University of the Philippines: Diliman.

Gaming Accessory

• A distinct piece of hardware that may or may not have an integrated software that is intended and marketed for gaming. It is not used to run any applications, but it is used to provide users with control of computers and consoles for gaming.

Chapter 2

Review of Related Literature

This chapter presents and discusses foreign and local literature and studies that are closely related to the present research. The information in this chapter was vital to support the research and lead the researchers to determine how video content creators on YouTube influence their viewers in purchasing gaming accessories.

RELATIONSHIP BETWEEN VIEWERS AND YOUTUBERS

With the rise of social media and the evolution of technology, traditional marketing through celebrities on television has been deemed not that effective.  In relation to connecting with the people, Arnold (2017) and McLure (2019) said that YouTubers establish real connection to their viewers compared to the traditional television marketing.

According to Arnold (2017), millennials are currently the largest shopper statistic and buying power was approximately $1.3 trillion at end 2015 and in a study commissioned by Defy Media, 63% of respondents aged between 13-24 said that they would try a brand or a product recommended by a YouTube content creator, whereas the same thing about a film or TV star has only been said by 48 percent. Traditional famous people seem to be acting rather than free will, according to their PR strategy, and people are not related to them.  On the other hand, YouTube personalities communicate better with people by being friendly and approachable to their audiences. Most YouTube personalities religiously reply to their viewer’s comments, act accessible on social media and schedule frequent Q&A sessions with their community, where no questions are off limit compared to traditional celebrities. Compared to videos created by mainstream celebrities, videos created by top 25 YouTube stars yield three times more views, 12 times more comments and two times more actions (thumbs ups, shares, clicks, etc.). They establish a more personal relationship with their audiences. A study commissioned by Google says 40% of millennial YouTube subscribers understand better than their peers their favorite content creators and 70% of the young agree that they can relate more to those people than to conventional celebrity classes. Youtube personalities aren’t afraid to get real with their audiences. Many millennials believe that YouTubers are actually setting more trends than conventional celebrities. In fact, 70% of subscribers say that YouTube personalities change and shape the pop culture and 60% of them say they would make buying decisions based on the recommendation of their favorite YouTuber personality’s review over the traditional celebrity’s review. Also, in a study conducted by the University of Twente among teenagers who regularly watch YouTube, a number of respondents admitted that they feel interested in what older YouTubers’ view about stuff as it helps them form their own views and perception on things. The influence of YouTube personalities may fall flat with older generations, who remain less exposed to the YouTube culture and prefer traditional media such as TVs and newspapers, where traditional celebrities still steer the conversations. But with millennials, it’s at an all-time high.

According to McLure (2019), YouTube channels build real relationship and YouTubers earn real trust. YouTubers build a relationship by being relatable to their audiences. YouTube personalities connect with their audiences by having a shared interests whether it be about fashion, food, technology, gaming, sports, etc. They sustain this established relationship by consistently uploading content and interacting with subscribers. YouTubers regularly interrelate to their viewers by responding to comments and promoting other methods of communication.

Everyone can point out somebody who is a sellout. People tend to trust someone who is sincere. An important feature of a content creator is sincerity. Building a relationship requires trust. YouTubers focus on content sharing, so that their efforts contribute to the growth of relationships. The most successful personalities on YouTube aren’t afraid to be human. People tend to trust someone who is relatable and someone who is not afraid of making mistakes. For instance, Pewdiepie, a successful YouTuber who has the highest amount of subscribers, thrive on going off the script.

Basics of Influence Marketing

Influence marketing is based on the idea that consumers are more likely to purchase a service or a product that has been influenced by the so-called influencers’ recommendation. An influencer can be a person in someone’s close circle or for example a celebrity, blogger or a professional in the industry in question. An influencer is someone who displays an opinion that is relevant and enough meaningful to obtain action from others.

The idea behind marketing is that the consumer is in the center of the marketing circle since the consumer is the one who ultimately makes the purchase decision. However, Brown and Fiorella (2013) bring another theory into the mix when it comes to influence marketing – the current idea of influence marketing brings the influencer in the middle of the marketing circle. In the case of the influencer being in the center of this marketing circle, marketers need to identify the ones, within specific fields or communities, that have a wide audience. After identifying these individuals, marketers need to understand the habits of these communities and the role that the potential influencer has for their audience. The tactics and brand messages need to be carried out in a way that it supports both the influencer and the brand. The influencer then expresses either the brands message or recommends, for example, a product of the brand to their audience in the hopes that they will adopt the message or product and share to their own audience.

For a marketer, the continuous rise of social media and its personalities creates a whole new world of opportunities. Influence marketing opens a new door for brands to get to customers more directly. (Talavera 2015). Influence marketing can be a single effort to market a product or a service or it can be an effective way to support other marketing tactics. Through influencers, a brand has the ability to reach a wide audience. If the brand can gain credibility with the influencer, they are likely to gain credibility with their audience as well.

Influence marketing can impact or be a part of many marketing efforts such as digital marketing, public relations, advertising and marketing research. In the case of using influence marketing as part of digital marketing means that brands use, for example bloggers, for endorsements, content creation, contests or promotion codes that they share with their audience.

According to Brown and Fiorella (2013) consumers purchase habits have changed so that consumers think more about their purchase decisions and research beforehand rather than purchase a product impulsively. Thus, for the influencer to be effective, the influence marketing should be based on influencing the consumers decision-making process rather than expressing the brand’s message.

Companies should give the influencers reverence and form an open relationship in order to have the influencer endorse a product. To do this, the company may have to, for example, give the influencer access to a product that is not yet in the market but soon to be released or invite them to visit the company. According to Basics of Influence Marketing, an effective influence marketing depends on the relationships with influencers that are built with time and for a brand to force onto influencers is a way to failure.

Even though influence marketing can be an effective form of marketing, it can have a negative impact as well. The major drawback to influence marketing is that it can’t be controlled like traditional marketing can. Some influencers enhance the positive image of a company or a product, however, influencers can have a negative impact on the success of the product in case they fall out of the public or encounter troubles in the public light. Thus, marketers need to prepare how to handle situations where the influencer has a negative impact on the company or their products.

Celebrities are often used as a way to market products since they have a wide audience and they are respected by them. This way the product and the company gains visibility and the respect that comes with the celebrity. (Influencer Marketing.) Today, bloggers have become valuable influencers as they have a loyal audience and are considered to be genuine. Compared to traditional advertising, using a blogger to market a product is thought to be more trustworthy. By using influencers, companies have a way to avoid the negative atmosphere towards the traditional way of advertising and marketing.

Between celebrity sponsorship and influencer marketing, there is a gap.There is a difference between celebrity endorsement and influencer marketing. Celebrity endorsement links the celebrity’s fame to the brand or product in question. With this approach, the brand will get people to want to buy their products due to the idolization of the celebrity. On the other hand, influencer marketing is about using certain people who have a following and trust of a certain group. With this approach, the influencer is building up the brand’s image in their follower’s minds. (Geppert).

Celebrity endorsements were the first form of influencer marketing but with the rise of digitalization, people have a way to become online celebrities with a great social media following. These social media ‘celebrities’ have been turned into social media influencers by marketers, influencing their audience through different social media channels. In fact, a survey conducted in the United States of America, showed that YouTube creators took eight spots in the top ten survey of influencers, overtaking movie stars and musicians. (Newberry 2016.) When it comes to YouTubers, they know what their audience wants and therefore know how and what to market to them. With the help of YouTubers and their knowledge of their audience, marketers can reach a wide target audience in such way that will not impact how the audience engages and watches videos (Pasco 2015). As for the future of influencer marketing, Forbes (Agrawal 2016) predicts that in 2017 this form of marketing will explode. A survey had revealed that 84% of marketer are looking to use influencer marketing campaign during the year. According to Forbes, the continuous rise of social media is the reason behind the explosion.

YOUTUBERS AS INFLUENCERS

Some YouTubers are more successful than others which is most often determined by their content, attitude and in the eyes of a marketer, concrete measurement of popularity (Koski 2015). Before YouTube was owned by Google, the content was defined to be amateur with no advertisements. After the purchase, YouTube has developed into a professional platform for videos where the surrounding has been made suitable for advertising.

YouTube has been succeeding in making the right environment for advertising as companies want to use it for commercial purposes. (Kim 2012, 56.) One of YouTube’s greatest advantages is its versatile content which offers something for everyone. YouTubers can create their own brand and turn their hobbies into a YouTube career.YouTubers are able to personalize their own brand for themselves and develop their hobby into a YouTube career. (Holland 2016, 52-53.) The developments over the years allowed YouTube to move from video service into a community which was partly formed by YouTubers.

According to Töttöröö Network’s research (2016), YouTubers’ collaborations with companies influence viewers’ buying behavior more than TV advertising as 69% of the age of 15-17 agrees on that while 46% of 31-35 years old disagree. 72% of 15-35-year-old participants who have seen content marketing, got interested in the product of service presented in the video. 37% of them asked their parents to purchase the product or service. The research will then show why YouTubers have an effect on their viewers. The conversation online and live is what Youtubing is all about. (10-11.) Later, the study will reveal the reasons behind these numbers, how YouTubers influence their audience. 22 YouTubing is all about interaction online and live. The content is often produced together with their fans, who suggest topics for YouTubers. Hanna Liimatainen, Tubecon producer, explains that there are things that make YouTubers so special and popular.Tubecon producer Hanna Liimatainen explains that there are things that make YouTubers so special, and popular. They are ‘friends’ with their viewers who are in contact with them in some social media channels, every day. This is something a fan can only get from a YouTuber. (2016a.) However, Sara Miesmaa (2016a) reminds that YouTubing as a phenomenon is hard to comprise just by watching their videos. Miesmaa agrees with Liimatainen and explains how the atmosphere in the events emphasize the interactions which happens both online and live.

YOUTUBERS VS TRADITIONAL CELEBRITIES AND MEDIA

O’Neil-Hart and Blumenstein reveal the reasons behind YouTubers’ popularity compared to regular celebrities. Due to the communication between the YouTuber and her viewers, the audience felt like having a friendship with the YouTuber rather than being just a fan. 70% of the younger audience said they are can relate to YouTuber better than regular celebrities. (2016.)

As YouTubers are communicating with their audience, they build their own society through comments and other interaction. YouTubers are experienced to be committed to their fans, the job and the community they create together. In the research, this resulted as YouTubers having three times more people watching their content, viewers’ activity doubled and they commented twelve times more compared to celebrity videos. The viewers conclude that YouTubers are changing communities and are role models of trends because of the open communication. Six out of ten viewers listen more than a regular celebrity to YouTubers ‘ suggestions while talking about buying. (Blumenstein & O’Neil-Hart 2016.)Because of the open interaction, the viewers think YouTubers are developing cultures and being role models with trends. Six out of ten viewers listen to YouTubers’ advice more than a regular celebrity when thinking of a purchase. (O’Neil-Hart & Blumenstein 2016.)

In 2015, Global Web Index (GWI) conducted a study in UK, which challenged the thinking that YouTubers would be more influential than other marketing means. The results revealed that viewers were more interested to be entertained and to hear YouTuber’s advice and opinions about different situations in life. The research showed there to be some people, who wanted to know about new products and services as the most wanted knowledge and advice on technology products and on recent fashion. Although some people were interested in getting familiar with new products, only 12% of the audience stated that they have gotten information about new products or brands through YouTuber. (Dredge 2015.)

The research agrees that YouTubers influence their viewers, but not commercially. The research agrees on the influence YouTubers have on their viewers but not in commercial purposes. According to GWI, YouTubers have an impact on their audience culturally by talking about mental health issues or standing up for people, for example. Because of the GWI results, some brands can refine their selection of a channel or to better identify the content to see which YouTuber spectators are targeting the product or service.Due to the results GWI found, some brands may rethink their choice of a channel or to identify the content better to know which YouTuber’s viewers to target the product or service. (Ibid., 2015.)

Thesis: YouTuber’s Impact on Viewer’s Buying Behavior

Emmi-Julia Lepistö Miina Vähäjylkkä

https://www.theseus.fi/bitstream/handle/10024/132972/Lepisto_Emmi_Julia_Vahajylkka_Miina.pdf?sequence=1

INSIDE THE REALM OF TECH INFLUENCERS

According to Privateer (2018), the product management world can be broken down into two main camps: strategic and tactical. Tactical product management is what most product managers do every day: market research, product planning, building business cases, defining requirements, drafting user stories, grooming the backlog, conducting competitive analysis, figuring out pricing, and interfacing with engineering. Most product management effort is consumed by tactical programs. While there are many ways to increase brand recognition for your company and products, one of the most critical techniques is to get the tech influencers behind you. This should not be confused with the power of advertising, which usually means targeting bloggers and customers in the consumer space who write reviews or perhaps get someone like celebrities to endorse their productsThis is not to be confused with influencer marketing, which in the consumer space typically means targeting bloggers and consumers who will write reviews or maybe getting someone like the Kardashians to endorse your products. In the B2B technology space, the influencers are far more sophisticated, and it takes a lot more than just sending them samples in the mail to win them over. However, getting them behind your product can be vital, as some of the major tech influencers can make or break a new technology company.

WHY TECH INFLUENCERS EXITS

To answer this, it is important to put yourself in the technology buyer’s shoes. There’s so much hype that fact cannot be separated from fiction. You will have been burned more than once by a product or services that did not match their expectations or by a company that could not fulfill its promises if you have been around long enough and have purchased enough technology. Even customer references are a poor indicator, because two IT environments are different and what works could not work in one situation in another.There is so much hype out there that it is impossible to separate fact from fiction. If you have been around long enough and bought enough technology, you will have been burned more than once by a product or service that did not live up to its hype or by a vendor that could not deliver on their promises. Even customer references are a poor indicator since no two IT environments are alike and what works in one situation might not work in another. A flawed purchasing decision may not just be an expensive mistake, it can also be a real career-limiting move for the CIO or IT department head making that decision. Another factor is that technology is rapidly evolving. While some claim that Moore’s Law may start plateauing, most of the IT industry assumes that technology appears to become obsolete every 18 months, just as it has been for the past 50 years. Although some say that Moore’s Law may be starting to plateau, most of the IT industry believes that technology tends to obsolete itself every 18 months, just as it has for the last 50 years. This means that if you buy a major technology, you want to make sure that what you buy isn’t outdated.That means if you are going to make a major technology purchase, you want to be sure that what you are buying will not be outdated before the ink is dry on the contract.

Technological influencers help CIOs navigate the crowded IT vendor landscape by analyzing the strengths and weaknesses of major players in the industry and selecting market leaders.Tech influencers help CIOs navigate the crowded landscape of IT vendors by analyzing the strengths and weaknesses of key industry players and selecting the market leaders.

6 TYPES OF TECH INFLUENCERS

There are many kinds of influencers with varying degrees of authority and not all of them fall neatly into strictly defined categories, but generally speaking, product leaders should consider these six types of tech influencers:

• Analyst firms;
• Innovator and early adopter CIOs;
• Independent analysts;
• Tech bloggers and book authors;
• Trade press;
• Leading IT vendors.

INSIDE THE REALM OF TECH INFLUENCERS

PETE PRIVATEER

https://www.toptal.com/product-managers/it/tech-influencers

Privateer, P. (2019, October 9). Inside the Realm of Tech Influencers. Retrieved from https://www.toptal.com/product-managers/it/tech-influencers.

Gaming Accessories

Gaming accessories is a piece of hardware that is created mainly for the purpose of gaming. Its main purpose is to take the gaming experience to a whole new level. Whether a person plays video games just to have fun or competitively, the right kind of gaming equipment makes a huge difference. For an example, a mechanical keyboard allows you to use as many keys at the same time and it also has a faster response rate   compared to a ordinary membrane type of keyboard.

According to Stuart (2018), specially designed gaming components can highly impact  a player’s gaming proficiency. A decent gaming headset will you give you the edge needed to hear the footsteps of enemies on a shooting game. A mechanical keyboard will make help you get a faster response and more precise control. Gaming monitors have better refresh rate and it will provide you the information you need in order to react and adapt quickly and efficiently. The right kind of equipment that complements a player’s play style will help in having the right edge you needed whether you are playing competitively or casually.

Gaming Headsets

A headset is a combination of an headphone and microphone. Unlike traditional headphones, a gaming headsets needs to have a more comfortable fit that will provide the information needed and to titillate other senses for longer periods.

According to Randall (2019), gaming headsets work by combining the best features from the microphone and headphone industry into one sleek looking and technically advances gaming package. The gaming headset can be thought of as bridging the gap between singular components such as headphones and microphones, and releasing a far superior item through this design and combination. With the advancement of technology, the gaming headsets were created. Not only does it is better aesthetically, it will also provide you the comfort needed for longer hours of gaming. Gaming headsets also have a superior microphone that will help you communicate with your friends and teammates online. A decent headset will give you the edge when playing online shooters as it will help you locate precisely where the enemy will be coming from. Gaming headsets makes the game more immersive.

Gaming Keyboards

Mechanical keyboards are the weapon of choice of most gamers. It not only provides you with the sound pleasure of the clicks, it has better response time and better feel.

According to Kiostas (2018), Mechanical keyboards allow you to type more quickly, accurately and lightly compared to an ordinary PC keyboard. It is also durable, customizable, easy to maintain and allows you to press more keys simultaneously. Gaming keyboards are very durable and it will last longer than ordinary membrane type keyboards. The keys are easier to remove compared to the keys of ordinary keyboards – making it easier to clean and customize.

Gaming keyboards has N-key rollovers. It means that the each key is scanned independently. Unlike ordinary membrane type keyboards, you could press multiple keys simultaneously on a gaming keyboard. This feature of gaming keyboards will make a difference with raising your actions per minute on fast-paced games.

Gaming Mice

Unlike ordinary desktop mouse, a gaming mouse has additional functions suited for gaming. It has a better feel to it and the keys are highly customizable and programmable. Gaming mice provides smoother tracking and better sensors. It will not only give you the advantage when playing a shooter game, it also helps in accurately daily task like editing photos.

According to Ettiene (2019), the best mice find a good balance between the PC gaming aesthetic and mature, effective technology. Gaming mice have faster polling sensors for smoother tracking, work well for different game genres / play styles. Most gamers prefer a mouse that has better ergonomics and feel. Gaming mouse is designed for comfort allowing lesser strain on a wrist that is quite helpful with long hours of gaming. Players also prefer the right kind of material that will not have that greasy feel after hours of gaming. The DPI or the dots per inch of a gaming mouse is higher than an ordinary desktop mice. This will help with providing the user a more responsive feel and sensitivity.

https://techcrunch.com/2015/10/31/the-history-of-gaming-an-evolving-community/

Chikhani, R. (2015, October 31). The History Of Gaming: An Evolving Community. Retrieved from https://techcrunch.com/2015/10/31/the-history-of-gaming-an-evolving-community/.

How technology has changed the world of home

entertainmenthttps://www.information-age.com › News › Sectors › Media & Marketing

Ismail, N. (2018, December 7). How technology has changed the world of home entertainment. Retrieved from https://www.information-age.com/technology-changed-world-home-entertainment-123470132/.

Gamers on YouTube: Evolving Video Consumptionhttps://www.thinkwithgoogle.com › youtube-marketing-to-gamers

Johnsmeyer, B., Getomer, J., & Okimoto, M. (2013, July). Gamers on YouTube: Evolving Video Consumption. Retrieved from https://www.thinkwithgoogle.com/consumer-insights/youtube-marketing-to-gamers/.

https://www.hotrate.com/articles/how-do-gaming-headsets-work/

Randall, J. (2019, April 8). Learn How Gaming Headsets Can Improve your Gaming: Hot Rate. Retrieved from https://www.hotrate.com/articles/how-do-gaming-headsets-work/.

https://knowtechie.com/mechanical-keyboards-guide/

Chiotis, K. (2019, May 24). Mechanical keyboards vs. ordinary PC keyboards – which to choose? Retrieved from https://knowtechie.com/mechanical-keyboards-guide/.

https://www.theguardian.com/games/2018/sep/20/buying-best-gear-gamer-specialist-gaming-hardware

Stuart, K. (2018, September 20). Can buying the best gear make you a better gamer? Retrieved from https://www.theguardian.com/games/2018/sep/20/buying-best-gear-gamer-specialist-gaming-hardware.

https://skytechlasers.com/gaming-mouse-vs-normal-mouse/

Alex. (2019, July 28). Gaming Mouse vs Normal Mouse. Retrieved from https://skytechlasers.com/gaming-mouse-vs-normal-mouse/.

https://www.theverge.com/2019/1/18/18141042/best-gaming-mouse-wireless-wired-test-features-specs-price-buy

Etienne, S. (2019, February 8). The best wired or wireless gaming mouse you can buy. Retrieved from https://www.theverge.com/2019/1/18/18141042/best-gaming-mouse-wireless-wired-test-features-specs-price-buy.

Full list: APA (alphabetical)

Alex. (2019, July 28). Gaming Mouse vs Normal Mouse. Retrieved from https://skytechlasers.com/gaming-mouse-vs-normal-mouse/.

Chikhani, R. (2015, October 31). The History Of Gaming: An Evolving Community. Retrieved from https://techcrunch.com/2015/10/31/the-history-of-gaming-an-evolving-community/.

Chiotis, K. (2019, May 24). Mechanical keyboards vs. ordinary PC keyboards – which to choose? Retrieved from https://knowtechie.com/mechanical-keyboards-guide/.

Etienne, S. (2019, February 8). The best wired or wireless gaming mouse you can buy. Retrieved from https://www.theverge.com/2019/1/18/18141042/best-gaming-mouse-wireless-wired-test-features-specs-price-buy.

Ismail, N. (2018, December 7). How technology has changed the world of home entertainment. Retrieved from https://www.information-age.com/technology-changed-world-home-entertainment-123470132/.

Johnsmeyer, B., Getomer, J., & Okimoto, M. (2013, July). Gamers on YouTube: Evolving Video Consumption. Retrieved from https://www.thinkwithgoogle.com/consumer-insights/youtube-marketing-to-gamers/.

Arnold, A. (2017, June 20). Why YouTube Stars Influence Millennials More Than Traditional Celebrities. Retrieved from https://www.forbes.com/sites/under30network/2017/06/20/why-youtube-stars-influence-millennials-more-than-traditional-celebrities/#4ec0066a48c6.

Privateer, P. (2019, October 9). Inside the Realm of Tech Influencers. Retrieved from https://www.toptal.com/product-managers/it/tech-influencers.

Randall, J. (2019, April 8). Learn How Gaming Headsets Can Improve your Gaming: Hot Rate. Retrieved from https://www.hotrate.com/articles/how-do-gaming-headsets-work/.

Stuart, K. (2018, September 20). Can buying the best gear make you a better gamer? Retrieved from https://www.theguardian.com/games/2018/sep/20/buying-best-gear-gamer-specialist-gaming-hardware.

III.   FRAMEWORK

Theoretical Framework

The Cultivation Theory by G. Gerbner states that high frequency viewers of television – the primary medium of media during the 1960’s when the theory was birthed – are more susceptible to media messages and the belief that they are real and valid. In this generation, online video streaming has become a popular medium of media consumption. Thus, for this thesis, the medium used, instead of television, will be online video streaming; specifically, YouTube. This theory emphasizes the influence of media and habitual viewing. In light of this, this theory in line with media may be adapted in line with this thesis. As the trend of YouTubers, Streamers, and etc. go, the more loyal viewers and subscribers they have, the more successful they are in their industry. Therefore, if their viewers constantly view their content, then they too will be susceptible to the messages and the belief that what they are viewing is real and valid as well.

Conceptual Framework

There are many forms of influencers that have boomed throughout the recent second decade of the twenty-first century. These influencers have ranged from billboard models to magazine writers; bloggers and social media influencers. Amidst all these forms that bloomed, one very notable form of influencing, especially in the online atmosphere, is video content creation. Video content creators, at least in the online-influencing space, are characterized by: The platform [website] they use to upload their videos, the specific type of content of their channels and profiles, and the subscribers, fans, and loyal viewers that support these influencers. For this thesis, the type of video content creators used are tech Youtubers; which means that they use YouTube.com as their platform, the specific type of content of their channels and profiles are tech products – specifically gaming accessories, and they have a high subscriber and viewer count to emphasize their reliability. In addition to this, YouTube is a platform that has provided many companies with multiple ways to market their product. It has been used for this purpose both directly, through advertisements, and indirectly through the Youtubers themselves. As a matter of fact, the influence of Youtubers has grown so strong throughout the recent years that companies even send products to these video content creators for direct reviewing and sponsorships. However, this thesis is not directly studying the relationship between Youtubers and companies, but the relationship between Youtubers and their viewers. It is from this relationship that the variables of this thesis become evident. Furthermore, the main content of the Youtubers used will be of tech products – specifically, gaming accessories.

Gaming accessories – peripherals, as some call it – are composed of multiple hardware and functions that are practical and ideal for video gaming specifically. Although some of the functions of gaming accessories are also practical for other activities such as typing, remote-controlling, etc., gaming accessories and their functions are more often marketed to provide a smoother and more immersive gaming experience to their consumers. These functions range from quick actuation when inputting commands to ergonomic designs for more comfortable controls; and even faster refresh rates for less input lag and frame dropping for better viewing experiences.

In relation to this, Youtubers would not be successful without their viewership. These people who view their content subject themselves into the message of a Youtuber. To elaborate, just because a viewer is not purchasing any products after watching a video does not mean that the viewer is not a consumer. For this thesis, the consumer and how the consumer is influenced will provide the results of this study. As a qualitative research, the number of consumers is not the major factor of the study, but it is the quality and satisfaction of the information they received. Whether the subject is a gamer or not, what is important is how the subject received the information and whether or not he or she had thoughts about the product due to a video of a tech influencer on YouTube.

1. Methodology

The purpose of this thesis is to determine how video content creators on YouTube influence college students to purchase gaming accessories. Therefore, the focus of this study is on the influential effect of a Youtuber to their audiences – specifically college students who are currently enrolled in either one of the following universities: University of Santo Tomas, Far Eastern University, and the University of the Philippines: Diliman. With the experiences of each individual being unique and diverse, a qualitative method will be used for this thesis. This is to get insight into the essence of the phenomenon of how college students are influenced by video content creators on YouTube – specifically tech influencers. This is done in relation to the Cultivation Theory, which further elaborates on the influence of media to consumers (Gerbner, 1975). To be precise on the focus of the results of the study, the data gathered shall be based on the experiences of college students and the chosen video content creators selected for this thesis. The two parties involved are the Youtubers selected for the thesis and the college students that will participate.

The Youtubers, for this thesis, are tech influencers that create videos that specialize on different types of technologies for consumers. These can range from laptops, cameras, cellphones, consoles, computers, gaming accessories, and other new innovations. They have a reputation to back them up, which is defined by the amount of subscribers and viewer counts of their uploaded videos. In line with this, the Youtubers of this thesis must specifically have videos uploaded on their specific channels with content that focuses on one or more gaming accessories. In some occasions, these videos are sponsored by the specific company that the product being discussed in the video is manufactured – which is an important note, due to the possibility of the involvement of biases. Despite this, it is relevant to remember that this study will focus on the relationships between the Youtuber and his or her viewers, and how the Youtubers’ influence is seen in their [Youtubers and their viewers] relationship.

The Youtubers selected for this study are the following: Austin Evans, Linus Tech Tips, and Unbox Therapy. These Youtubers have been selected for the following reasons: Their subscriber and viewer count, which represent their reliability and reputation; they have a community that they handle which represents their reach towards their public viewers; and their content must consist of specific videos that focus on gaming accessories. These particular videos normally contain their personal reviews and opinions, and even their experiences with certain products – specifically gaming accessories.

Furthermore, it is important to focus on the point of gaming accessories in the lives of the selected participants. As part of the gaming community, the participants are to undergo an interview that involves their insights and opinions that will represent the data of their experience with the selected Youtubers. This data will provide information on the phenomenon of how Youtubers and college students relate to the point that the second party [College students] may or may not be influenced to purchase the products being discussed by the Youtubers – specifically, gaming accessories.

To narrow the range of gaming accessories used for this study, this thesis will only use the following products: gaming keyboards, gaming mice, gaming monitors, gaming controllers, and gaming headsets. To be even more specific, the products mentioned must be marketed as gaming accessories. This is to eliminate the confusion between gaming accessories and enthusiast products that act as gaming accessories as well.

In line with this, the other party, the college students that will be involved in this thesis, will only be selected from the following universities: University of Santo Tomas, Far Eastern University, and the University of the Philippines: Diliman. The selection of these colleges is based on the article of Justin Banusing on TV5-ESPN discussing the launch of varsity esports teams by Garena in the Philippines. It is in this article that a list of participating colleges is present. The fact that these colleges have an esports varsity team elaborates the presence of a gaming community in the colleges. Among these colleges, the three mentioned were selected due to their convenience for the conductors of this study. Of these three (3) colleges, four (4) participants will be selected from each university. The participants will have no gender, age, or college program limitations. The only only controlled requirements of these participants would be their university enrolled in, and their involvement in the gaming community – whether they play video games on computers or consoles. These participants, with consent, will be gathered in a Focus Group Discussion which will serve as a group interview. These participants will be grouped by school, thus indicating three (3) different focus group discussions.

Locale of the Study

The location of the study will be conducted in a public establishment near the universities of the participants of this study. These could range from coffee shops to fast food restaurants – provided that they meet the following requirements:

• Must have internet access for the conductors of this thesis. This is to allow the conductors of the study access to the YouTube channels that will be involved in this thesis.
• Must have a space where the focus group discussion can be conducted in a private atmosphere. This means that there will be no external human forces that may interfere with the discussion.
• Must be easily accessible for the participants from their specific colleges.

Research Instrument

The research instrument used for this study is a focus group discussion which will stand as an interview with the selected participants. This is to gain insight on the experiences they [the participants] had after viewing the video content of the Youtubers selected for this study. The video content provided for the study shall only consist of videos that focus on gaming accessories which have been defined and specified for this study.

Data Gathering Method

The method used to conduct this thesis will be divided into three (3) parts. First, is the selection of the Youtubers and their videos that will be used for the focus group discussion. These videos need to have its content focused on gaming accessories. The second stage is the gathering of participants – four (4) from each university – to one of three (3) locations for the focus group discussion. The location will depend on the proximity of the colleges of where the participants are from. From here, the focus group discussion will commence. After the three (3) focus group discussions have been conducted, the third part of the method will be launched. Here, the data gathered will be analyzed for insights and information on the phenomenon between Youtubers and college students – in relation to purchasing gaming accessories.

The focus group discussion of this study will be composed of three (3) parts as well: The identification of the participants and the explanation of the study and its variables to the participants, the viewing of selected videos from the Youtubers that have been selected for the study, and the gathering of information from the participants about the phenomenon they experienced during the focus group discussion.

Data Analysis Method

The method used to analyze the data gathered for this thesis is thematization. Specifically, the form of thematization used for this study is the selective type of coding. This is the type of coding that is used since the data that will be gathered involves the relationship of the Youtubers and the participants of the study. To be even more precise, the data that will be gathered involve the opinions, reactions, and thoughts of the participants towards the content and personalities of the Youtubers they view. The content in the videos that will be used in this study must be focused on gaming accessories.

From there, the results gathered will be tabulated through Microsoft Excel. This is to divide the results into three classifications: positive thoughts, negative thoughts, and improvements. For the positive thoughts, the data to be included in this classification are the information gathered from the participants that involve what they liked about the Youtubers’ contents and personalities; and what they liked about the products in the videos they viewed. The negative thoughts classification, on the other hand, is composed of the information gathered from the participants that involve what they dislike about the Youtuber’s contents and personalities; and what they disliked about the products in the videos they viewed. In addition to this thought, the improvements classification determines the aspects that are lacking and need improvement. It is from these three classifications that one can determine what aspects of our subject, video content creators on YouTube, do to influence their viewers – specifically college students – to purchase gaming accessories.

Ethical Considerations

With the thought of being live and present for an experiment, it is possible that human participants, which all have different wants, comforts, and opinions, may have personal rules and boundaries that may limit what type of actions one can take towards them [participants]. Therefore, in order to maintain a smooth experience and flow of action, the following actions and absolutions are to be considered:

Ethical Communication

This is a fundamental aspect that focuses on the proper thinking, decision making, and relationship development across multiple and diverse contexts, cultures, media and mediums. It is what enhances human worth and dignity by magnifying truthfulness, fairness, responsibility, and respect. It is the foundation of uninterruptible communication, which leads to less miscommunication and misunderstandings between the participants and the conductors of the study.

Following the idea of a smooth exchange of messages through communication, it is possible to reduce the elements that would hinder a smooth flow of ideas; thus, the following thoughts are to be considered towards the participants of the focus group discussion of this thesis:

• The location of the focus group discussion is accessible for the participants.
• The date and time of the focus group discussion is amiable for the participants.
• The specified room of the focus group discussion is private, wherein the only live witnesses of the focus group discussion will be the conductors of the study and the participants.

Informed Consent

This is a key principle in research ethics. It is important for the participants of this thesis are well-informed and provide their own personal consents towards the events that will take place throughout the study. It is through this that limitations are determined, the breaking of laws may be avoided, and the decisions of the participants may be more controlled. The following are the important information to provide with the request of consent to be given after stated:

• The method used for the study and how the participants are involved.
• Whether or not they have the right not to participate or to leave the study being conducted any time they wish to or not.
• The possible risks and benefits for the participants.
• The limits of confidentiality.
• Who the participants can contact for inquiries.