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ISBN10: 6208779138
ISBN13: 9786208779139
Publisher: Edizioni Sapienza
Published: Mar 24 2025
Pages: 96
Weight: 0.31
Height: 0.23 Width: 6.00 Depth: 9.00
Language: Italian
ISBN13: 9786208779139
Publisher: Edizioni Sapienza
Published: Mar 24 2025
Pages: 96
Weight: 0.31
Height: 0.23 Width: 6.00 Depth: 9.00
Language: Italian
Internet è visto come una piattaforma che facilita la comunicazione, l'interazione e la condivisione di contenuti tra gli utenti. Oggi le aziende vedono nel cyberspazio un'opportunità di guadagno attraverso le campagne pubblicitarie. È il caso dell'uso degli annunci pre-roll, che di solito vengono mostrati prima dei video di YouTube. Sono un'alternativa per i marchi per comunicare, attrarre i consumatori e differenziarsi dalla concorrenza. L'obiettivo principale di questo studio è stato quello di analizzare la percezione degli utenti di Internet nei confronti delle pubblicità pre-roll nei video di YouTube. A tal fine, è stata condotta una ricerca multimetodologica, basata sui principi della Grounded Theory (GT). Sono stati analizzati argomenti specifici sul forum di aiuto di YouTube e le opinioni degli utenti di Internet attraverso un questionario condiviso su un social network. I risultati mostrano che gli utenti di YouTube criticano e rifiutano in modo significativo gli annunci pubblicitari. Tuttavia, lo stesso non può essere osservato da parte dei creatori di contenuti e degli inserzionisti. Si auspica che vengano condotte ulteriori ricerche, data la mancanza di ricerche sull'argomento.
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