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Developing a Selection Model for YouTubers Suited for Ad Placement Video Using AHP

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  • Pi-Fang Hsu

    (Shih Hsin University, Taiwan)

  • Yi-Xuan Lin

    (Shih Hsin University, Taiwan)

Abstract

Currently YouTube is the most popular video website in Taiwan, and because of the economic benefits associated with internet celebrities, advertisers have started working with YouTube creators to create more business models. Therefore, this study develops the model of creator selection based on the advertiser's viewpoint. This study intends to develop a model to assist companies with selecting the optimal YouTuber for their purposes. First, the proposed model adopts the modified Delphi method to identify suitable criteria for evaluating YouTubers. Next, the model applies the analytic hierarchy process (AHP) to determine the relative weights of evaluation criteria, ranks the alternatives, and selects the optimal YouTuber. Additionally, a famous Taiwanese food company is used as an example to illustrate how a YouTuber is selected by applying this model. The results show that when advertisers select a YouTuber, they attach importance to the criteria of personal characteristics, marketing ability, social management ability, and production capacity.

Suggested Citation

  • Pi-Fang Hsu & Yi-Xuan Lin, 2020. "Developing a Selection Model for YouTubers Suited for Ad Placement Video Using AHP," International Journal of Information Communication Technologies and Human Development (IJICTHD), IGI Global, vol. 12(2), pages 1-14, April.
    • Handle: RePEc:igg:jicthd:v:12:y:2020:i:2:p:1-14
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