The Influence of Youtuber's Lifestyle Video Content on Behavioural Change - a Study of Malaysian Youth

Ng, Choi Yee (2019) The Influence of Youtuber's Lifestyle Video Content on Behavioural Change - a Study of Malaysian Youth. Final Year Project (Bachelor), Tunku Abdul Rahman University College.

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Abstract

Nowadays, people are facing with user-generated content online. Audiences perform as a key factor using and driving the potential of social media. Thus, it is significant to study on audiences and their behavioural change in order to examine audiences' preferences and thoughts. It is also important to understand what attracts them follow YouTube channels. The purpose of this research is to examine the Malaysian youth audience's behavioural change after consuming YouTuber’s lifestyle video content. Furthermore, in the theoretical framework for this study will apply cultivation theory in order emphasize my findings from different reading materials. By conducting the approach of semi-structured interviews, this study is able to explore audiences’ motivation and their behavioural change on YouTube.