Subscription value of youtube influencers: Understanding relationship of subscription value between time, total subscriptions and industries

Nazan Colmekcioglu
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Nazan Colmekcioglu: Nottingham Trent University, UK

in ABEM Conference Proceedings from Academy of Business and Emerging Markets (ABEM), Canada, currently edited by Satyendra Singh

Abstract: This quantitative study examines subscription value as a possible way to measure estimated reach of marketing message through YouTube influencers as compared to pure number of subscribers to help marketers select YouTube influencers. This study uses correlational archival research with YouTube and Social Blade as information sources as well as applied Tears model in sampling. The findings indicate that subscription value of average YouTube influencers (1) changes negatively over time, (2) decreases as the number of total subscriptions increases, (3) differs between gaming, cooking and fitness categories, and (4) varies its homogeneity within a single sector. The implications of the study for mangers are that (1) long-term relationship with a single influencer may be not optimal due to declining subscription value of the YouTube influencers over time; (2) subscriptions may not directly transfer to the reach of the marketing message due to the dead subscriptions, therefore YouTube influencers with lower subscription levels can deliver higher reach; (3) certain sectors may have higher return on investment from the use of social media influencers; and finally; (4) varying levels of subscription value should be expected among YouTube influencers within the same sector.

Keywords: subscription; youtube; influencers (search for similar items in EconPapers)
Date: 2019
ISBN: 9780993734243
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Persistent link: https://EconPapers.repec.org/RePEc:ris:abemcp:023176

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