Examinando por Autor "Atauri-Mezquida, David"

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Analysis of patterns of use, production, and activity in kid YouTuber channels. A longitudinal study through three cultural contexts: United States, United Kingdom, and Spain
(De Gruyter, 2021) Martínez-Pastor, Esther; Vizcaíno-Laorga, Ricardo; Atauri-Mezquida, David
This paper analyzes the data collected about 5,388 videos from the 15 leading channels from Spain, the United Kingdom, and the United States focusing on toys and in which the protagonists are children under 14 years of age (2011– 2019). It aims to determine whether there are common patterns of use, production, and activity in videos by kid YouTubers. Specific software was developed to enable information to be gathered from the YouTube platform through the YouTube Data API by analyzing the date on which the video was published, length, number of visits, likes, dislikes, and visits/vote (visits/[likes+dislikes]). The main conclusions drawn are that a channel’s success is not dependent on a pattern or specific characteristics, although an impulse pattern has been detected; participation by children who consume content in the United States differs significantly from participation by those in Europe; and certain similarities based on video length and production frequency can be observed between channels.
Health-related food advertising on kid YouTuber vlogger channels
(Elsevier, 2021) Martínez-Pastor, Esther; Vizcaíno-Laorga, Ricardo; Atauri-Mezquida, David
This article seeks to identify the presence of food products on channels featuring kid YouTuber vloggers (or ‘kidfluencers’) aged under 14 years old in Spain, the United States and the United Kingdom, to determine if they are encouraging a healthy diet. Content analysis was performed on a sample of 450 videos (6750 min) posted within a three-year time span. The results show that, with regard to the foods present in the videos, those most commonly present (71%) are non-essential and unhealthy foods and the United States is the country with the highest percentage of non-essential and unhealthy foods, followed by the United Kingdom and Spain. The channels in Spain show a higher number of healthy foods compared to the rest (N = 11). The results suggest a relationship between consumer habits and what kid vloggers reflect in their channels.
New trends in Digital Marketing: Analysis of the social conversation on X.com about Metaverse and AI
(FIIB Business Review. Sage Journals, 2024-10-03) Blanco-Ruiz, Marian; Adá-Lameiras, Alba; Atauri-Mezquida, David
This article proposes a mixed methodology to analyze the social conversation around two digital marketing trends: the metaverse and artificial intelligence. The aim of this research is to find out which actors are leading the social conversation around the metaverse and artificial intelligence on X.com, in order to identify which types of companies or entrepreneurs are setting new trends in digital marketing and to what extent they reproduce gender biases. Methodologically, data mining was used to collect messages through its API and their subsequent processing. All tweets tagged with the hashtags #Metaverse #AI, and their translation into Spanish, were downloaded. The total sample consisted of 123,580 tweets, posted by 45,622 different users. Subsequently, the content was analyzed using digital ethnography to establish who is leading the conversation and what are the emerging themes. The results show that the companies leading the conversation are digital projects or recently created start-ups; among the users with the most likes, RTs or replies, there are no large innovative companies. In the case of content creators, those who receive the most likes are characters created with artificial intelligence that represent highly sexualized and objectified women.