Analýza chování příslušníků virtuální komunity na YouTube

Abstract

The subject of this bachelor thesis was behavioural analysis of the virtual community members on YouTube. The goal of the research was to analyze the behavior of members of these communities as regards Czech and foreign Entertainers, which are YouTubers from entertainment videos, and identify factors that influence consumer behavior. Data collection was conducted using the online questionnaire survey method and the research tool was a questionnaire that consisted of 18 questions. Subsequently, data was encoded and statistically analyzed. The results found that the most respondents recall the Kovy and GoGoManTV channels. In addition, research has shown that women are buying merchandising products, books and magazines related to YouTubers and also attending events associated with YouTubers more than men. Also, with the growing frequency of video watching, the purchase of these products and services is growing. Respondents mostly watch videos in their free time, specifically on a PC or laptop, and YouTubers are most influencing the purchase of clothing, footwear and fashion accessories, and at least buying furniture and laptops or PCs and accessories. Furthermore, YouTubers are mostly followed on Instagram and Facebook.