Success Factors of YouTube Entrepreneurs

M. Abdul Ashik and Nima Ravi
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M. Abdul Ashik: CET School of Management, College of Engineering, Trivandrum (Affiliated to APJ Abdul Kalam Technological University), India.
Nima Ravi: CET School of Management, College of Engineering, Trivandrum (Affiliated to APJ Abdul Kalam Technological University), India.

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Abstract: After introduction Jio (LTE mobile network operator) and their internet offers, leads to huge increase in the usage of internet and social media. YouTube is one of the most important social media that have a large set of audience. YouTube also become a common and an easy way of earning. But everyone didn't succeed due to lack of awareness about the success factors and the marketing strategies. This study helps to evaluate the success factors and how they influences the success of the YouTubers. The study is quantitative in nature. Primary data was collected in the form of questionnaire through the google form by supplying through online. A sample of 150 people were selected through convenient sampling. Statistical tools like ANOVA and correlation were used for drawing the inferences. The study focused on the impact on the success of the YouTubers with the help of different variables like content quality, consistency, word of mouth and trust. The findings of this study show that the all success factors have a positive impact on the success of the YouTubers. While analysing the demographic factors most of the respondents belongs to the 21-30 age category. And also most the respondents are post graduates. All the demographic factors influences the success.

Date: 2021-08-09
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Published in Asian Journal of Economics, Finance and Management , 2021, 3 (1), pp.436-449

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-05188117

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