<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>0124-8693</journal-id>
<journal-title><![CDATA[Tendencias]]></journal-title>
<abbrev-journal-title><![CDATA[Tend.]]></abbrev-journal-title>
<issn>0124-8693</issn>
<publisher>
<publisher-name><![CDATA[Universidad de Nariño, Facultad de Ciencias Económicas y Administrativas]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S0124-86932021000100018</article-id>
<article-id pub-id-type="doi">10.22267/rtend.202102.153</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[EFECTOS DE LAS CARACTERÍSTICAS DE VIDEOS EN YOUTUBE QUE AUMENTAN SU POPULARIDAD: UN ANÁLISIS EMPÍRICO]]></article-title>
<article-title xml:lang="en"><![CDATA[EFFECTS OF THE FEATURES OF THE VIDEOS ON YOUTUBE THAT INCREASE THEIR POPULARITY: AN EMPIRICAL ANALYSIS]]></article-title>
<article-title xml:lang="pt"><![CDATA[EFEITOS DOS RECURSOS DOS VÍDEOS NO YOUTUBE QUE AUMENTAM SUA POPULARIDADE: UMA ANÁLISE EMPÍRICA]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Osorio Andrade]]></surname>
<given-names><![CDATA[Carlos Fernando]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Rodríguez Orejuela]]></surname>
<given-names><![CDATA[Augusto]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Moreno Betancourt]]></surname>
<given-names><![CDATA[Fernando]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad del Valle  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Colombia</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidad del Valle  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Colombia</country>
</aff>
<aff id="Af3">
<institution><![CDATA[,Universidad del Valle  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Colombia</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>06</month>
<year>2021</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>06</month>
<year>2021</year>
</pub-date>
<volume>22</volume>
<numero>1</numero>
<fpage>18</fpage>
<lpage>38</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_arttext&amp;pid=S0124-86932021000100018&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_abstract&amp;pid=S0124-86932021000100018&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_pdf&amp;pid=S0124-86932021000100018&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen YouTube es la plataforma multimedia más visitada del mundo; escenario ideal para la promoción de productos y servicios. La literatura se ha preocupado por identificar elementos que favorecen la popularidad de los videos en esta plataforma; sin embargo, sigue siendo escasa. La presente investigación establece los efectos de la estrategia del mensaje, consistencia de marca y elementos técnicos de resolución y duración de los videos sobre la popularidad, entendida como el volumen de reproducciones de cada video publicado por las empresas de telefonía móvil. Se empleó análisis de contenido para identificar las características mencionadas y, mediante un modelo de regresión binomial negativa, se contrastaron las hipótesis. Los hallazgos mostraron que las estrategias de contenido funcionales y emocionales, la consistencia de marca y la resolución del video, aumentan el volumen de reproducciones. Por otra parte, la duración del video disminuye la tasa de reproducciones. Estos resultados pueden ser útiles a la hora de desarrollar estrategias de difusión de piezas publicitarias en YouTube por parte de empresas de telefonía móvil, no obstante, futuros estudios podrían analizar otras industrias para contrastar los resultados obtenidos. JEL: C01; C12; M10; M31; M37]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract YouTube is the most visited multimedia platform in the world; ideal setting for promoting products and services. The literature has been concerned with identifying elements that favor the popularity of videos on this platform; however, it is still rare. This research establishes the effects of the message strategy, brand consistency and technical elements of resolution and duration of the videos on popularity, understood as the volume of reproductions of each video published by mobile phone companies. Content analysis was used to identify the aforementioned characteristics and, using a negative binomial regression model, the hypotheses were tested. The findings showed that functional and emotional content strategies, brand consistency, and video resolution increase the volume of views. On the other hand, the length of the video decreases the reproduction rate. These results may be useful when developing strategies for the dissemination of advertising pieces on YouTube by mobile phone companies, however, future studies could analyze other industries to contrast the results obtained. JEL: C01; C12; M10; M31; M37]]></p></abstract>
<abstract abstract-type="short" xml:lang="pt"><p><![CDATA[Resumo YouTube é a plataforma multimídia mais visitada do mundo; cenário ideal para promover produtos e serviços. A literatura tem se preocupado em identificar os elementos que favorecem a popularidade dos vídeos nesta plataforma; no entanto, ainda é raro. Esta pesquisa estabelece os efeitos da estratégia da mensagem, consistência da marca e elementos técnicos de resolução e duração dos vídeos sobre a popularidade, entendida como o volume de reproduções de cada vídeo publicado pelas operadoras de telefonia móvel. A análise de conteúdo foi utilizada para identificar as características mencionadas e, por meio de um modelo de regressão binomial negativo, as hipóteses foram testadas. Os resultados mostraram que as estratégias de conteúdo funcional e emocional, a consistência da marca e a resolução do vídeo aumentam o volume de visualizações. Por outro lado, a duração do vídeo diminui a taxa de reprodução. Esses resultados podem ser úteis no desenvolvimento de estratégias de divulgação de peças publicitárias no YouTube por operadoras de telefonia móvel, porém, estudos futuros poderão analisar outras indústrias para contrastar os resultados obtidos. JEL: C01; C12; M10; M31; M37]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[marketing]]></kwd>
<kwd lng="es"><![CDATA[publicidad]]></kwd>
<kwd lng="es"><![CDATA[regresión binomial negativa]]></kwd>
<kwd lng="es"><![CDATA[YouTube.]]></kwd>
<kwd lng="en"><![CDATA[marketing]]></kwd>
<kwd lng="en"><![CDATA[advertising]]></kwd>
<kwd lng="en"><![CDATA[negative binomial regression]]></kwd>
<kwd lng="en"><![CDATA[YouTube.]]></kwd>
<kwd lng="pt"><![CDATA[marketing]]></kwd>
<kwd lng="pt"><![CDATA[publicidade]]></kwd>
<kwd lng="pt"><![CDATA[regressão binomial negativa]]></kwd>
<kwd lng="pt"><![CDATA[YouTube.]]></kwd>
</kwd-group>
</article-meta>
</front><back>
<ref-list>
<ref id="B1">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Abitbol]]></surname>
<given-names><![CDATA[A.]]></given-names>
</name>
<name>
<surname><![CDATA[Lee]]></surname>
<given-names><![CDATA[S.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Messages on CSR-dedicated Facebook pages: What works and what doesn&#8217;t]]></article-title>
<source><![CDATA[Public Relations Review]]></source>
<year>2017</year>
<volume>43</volume>
<numero>4</numero>
<issue>4</issue>
<page-range>796-808</page-range></nlm-citation>
</ref>
<ref id="B2">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Ahmad]]></surname>
<given-names><![CDATA[U.]]></given-names>
</name>
<name>
<surname><![CDATA[Zahid]]></surname>
<given-names><![CDATA[A.]]></given-names>
</name>
<name>
<surname><![CDATA[Shoaib]]></surname>
<given-names><![CDATA[M.]]></given-names>
</name>
<name>
<surname><![CDATA[AlAmri]]></surname>
<given-names><![CDATA[A.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[HarVis: An integrated social media content analysis framework for YouTube platform]]></article-title>
<source><![CDATA[Information Systems]]></source>
<year>2017</year>
<volume>69</volume>
<page-range>25-39</page-range></nlm-citation>
</ref>
<ref id="B3">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Akaike]]></surname>
<given-names><![CDATA[H.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[A New Look at the Statistical Model Identification]]></article-title>
<source><![CDATA[IEEE Transactions on Automatic Control]]></source>
<year>1974</year>
<volume>19</volume>
<numero>6</numero>
<issue>6</issue>
<page-range>716-23</page-range></nlm-citation>
</ref>
<ref id="B4">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Borghol]]></surname>
<given-names><![CDATA[N.]]></given-names>
</name>
<name>
<surname><![CDATA[Ardon]]></surname>
<given-names><![CDATA[S.]]></given-names>
</name>
<name>
<surname><![CDATA[Carlsson]]></surname>
<given-names><![CDATA[N.]]></given-names>
</name>
<name>
<surname><![CDATA[Eager]]></surname>
<given-names><![CDATA[D.]]></given-names>
</name>
<name>
<surname><![CDATA[Mahanti]]></surname>
<given-names><![CDATA[A.]]></given-names>
</name>
</person-group>
<source><![CDATA[The untold story of the clones: content-agnostic factors that impact YouTube video popularity]]></source>
<year>2012</year>
<publisher-name><![CDATA[Proceedings of the 18th ACM SIGKDD international conference on Knowledge discovery and data mining]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B5">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Brasel]]></surname>
<given-names><![CDATA[S.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[How focused identities can help brands navigate a changing media landscape]]></article-title>
<source><![CDATA[Business Horizons]]></source>
<year>2012</year>
<volume>55</volume>
<numero>3</numero>
<issue>3</issue>
<page-range>283-91</page-range><publisher-loc><![CDATA[Beijin, China ]]></publisher-loc>
</nlm-citation>
</ref>
<ref id="B6">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Cameron]]></surname>
<given-names><![CDATA[A.]]></given-names>
</name>
<name>
<surname><![CDATA[Trivedi]]></surname>
<given-names><![CDATA[P.]]></given-names>
</name>
</person-group>
<source><![CDATA[Regression Analysis of Count Data]]></source>
<year>2013</year>
<edition>2.ªed</edition>
<publisher-name><![CDATA[Cambridge University Press]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B7">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Coxe]]></surname>
<given-names><![CDATA[S.]]></given-names>
</name>
<name>
<surname><![CDATA[West]]></surname>
<given-names><![CDATA[S.]]></given-names>
</name>
<name>
<surname><![CDATA[Aiken]]></surname>
<given-names><![CDATA[L.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[The Analysis of Count Data: A Gentle Introduction to Poisson Regression and Its Alternatives]]></article-title>
<source><![CDATA[Journal of Personality Assessment]]></source>
<year>2009</year>
<volume>91</volume>
<numero>2</numero>
<issue>2</issue>
<page-range>121-36</page-range></nlm-citation>
</ref>
<ref id="B8">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[De Vries]]></surname>
<given-names><![CDATA[L.]]></given-names>
</name>
<name>
<surname><![CDATA[Gensler]]></surname>
<given-names><![CDATA[S.]]></given-names>
</name>
<name>
<surname><![CDATA[Leeflang]]></surname>
<given-names><![CDATA[P.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Popularity of Brand Posts on Brand Fan Pages: An Investigation of the Effects of Social Media Marketing]]></article-title>
<source><![CDATA[Journal of Interactive Marketing]]></source>
<year>2012</year>
<volume>26</volume>
<numero>2</numero>
<issue>2</issue>
<page-range>83-91</page-range></nlm-citation>
</ref>
<ref id="B9">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Dehghani]]></surname>
<given-names><![CDATA[M.]]></given-names>
</name>
<name>
<surname><![CDATA[Khorram]]></surname>
<given-names><![CDATA[M.]]></given-names>
</name>
<name>
<surname><![CDATA[Ramezani]]></surname>
<given-names><![CDATA[I.]]></given-names>
</name>
<name>
<surname><![CDATA[Sali]]></surname>
<given-names><![CDATA[R.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Evaluating the influence of YouTube advertising for attraction of young customers]]></article-title>
<source><![CDATA[Computers in Human Behavior]]></source>
<year>2016</year>
<volume>59</volume>
<page-range>165-72</page-range></nlm-citation>
</ref>
<ref id="B10">
<nlm-citation citation-type="book">
<collab>eMarketer</collab>
<source><![CDATA[Key Digital Trends H2 2019]]></source>
<year>2019</year>
<publisher-name><![CDATA[Five Trends to Track as We Head Into 2020]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B11">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Figueiredo]]></surname>
<given-names><![CDATA[F.]]></given-names>
</name>
<name>
<surname><![CDATA[Almeida]]></surname>
<given-names><![CDATA[J.]]></given-names>
</name>
<name>
<surname><![CDATA[Gonçalves]]></surname>
<given-names><![CDATA[M.]]></given-names>
</name>
<name>
<surname><![CDATA[Benevenuto]]></surname>
<given-names><![CDATA[F.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[On the dynamics of social media popularity: A YouTube case study]]></article-title>
<source><![CDATA[ACM Transactions on Internet Technology (TOIT)]]></source>
<year>2014</year>
<volume>14</volume>
<numero>4</numero>
<issue>4</issue>
<page-range>1-21</page-range></nlm-citation>
</ref>
<ref id="B12">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Gupta]]></surname>
<given-names><![CDATA[H.]]></given-names>
</name>
<name>
<surname><![CDATA[Singth]]></surname>
<given-names><![CDATA[S.]]></given-names>
</name>
<name>
<surname><![CDATA[Sinha]]></surname>
<given-names><![CDATA[P.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Multimedia tool as a predictor for social media advertising - a YouTube way]]></article-title>
<source><![CDATA[Multimedia Tools and Applications]]></source>
<year>2017</year>
<volume>76</volume>
<numero>18</numero>
<issue>18</issue>
<page-range>18557-68</page-range></nlm-citation>
</ref>
<ref id="B13">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Hair]]></surname>
<given-names><![CDATA[J.]]></given-names>
</name>
<name>
<surname><![CDATA[Black]]></surname>
<given-names><![CDATA[W.]]></given-names>
</name>
<name>
<surname><![CDATA[Babin]]></surname>
<given-names><![CDATA[B.]]></given-names>
</name>
<name>
<surname><![CDATA[Anderson]]></surname>
<given-names><![CDATA[R.]]></given-names>
</name>
</person-group>
<source><![CDATA[Multivariate data analysis]]></source>
<year>2013</year>
<edition>7.ªed</edition>
<publisher-name><![CDATA[Prentice Hall]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B14">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Jáugueri]]></surname>
<given-names><![CDATA[D.]]></given-names>
</name>
</person-group>
<source><![CDATA[Claro tiene la atención al cliente más deficiente de la telefonía móvil según encuesta de LR]]></source>
<year>2018</year>
<month>,</month>
<publisher-name><![CDATA[La República]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B15">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Kemp.]]></surname>
<given-names><![CDATA[S.]]></given-names>
</name>
</person-group>
<source><![CDATA[Digital 2019: Global Internet Use Accelerates]]></source>
<year>2019</year>
<month>,</month>
<publisher-name><![CDATA[We Are Social Inc]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B16">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Kim]]></surname>
<given-names><![CDATA[J.]]></given-names>
</name>
<name>
<surname><![CDATA[Guo]]></surname>
<given-names><![CDATA[P.]]></given-names>
</name>
<name>
<surname><![CDATA[Seaton]]></surname>
<given-names><![CDATA[D.]]></given-names>
</name>
<name>
<surname><![CDATA[Mitros]]></surname>
<given-names><![CDATA[P.]]></given-names>
</name>
<name>
<surname><![CDATA[Gajos]]></surname>
<given-names><![CDATA[K.]]></given-names>
</name>
<name>
<surname><![CDATA[Miller]]></surname>
<given-names><![CDATA[R.]]></given-names>
</name>
</person-group>
<source><![CDATA[Understanding in-video dropouts and interaction peaks inonline lecture videos]]></source>
<year>2014</year>
<publisher-name><![CDATA[Proceedings of the first ACM conference on Learning@ scale conference. Atlanta, USA]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B17">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Krippendorff]]></surname>
<given-names><![CDATA[K.]]></given-names>
</name>
</person-group>
<source><![CDATA[Content analysis: An introduction to its methodology]]></source>
<year>2018</year>
<publisher-name><![CDATA[Sage Publications]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B18">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Lee]]></surname>
<given-names><![CDATA[C.]]></given-names>
</name>
<name>
<surname><![CDATA[Ma]]></surname>
<given-names><![CDATA[L.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[News sharing in social media: The effect of gratifications and prior experience]]></article-title>
<source><![CDATA[Computers in Human Behavior]]></source>
<year>2012</year>
<volume>28</volume>
<numero>2</numero>
<issue>2</issue>
<page-range>331-9</page-range></nlm-citation>
</ref>
<ref id="B19">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Londoño-Silva]]></surname>
<given-names><![CDATA[A. M.]]></given-names>
</name>
<name>
<surname><![CDATA[Osorio-Andrade]]></surname>
<given-names><![CDATA[C. F.]]></given-names>
</name>
<name>
<surname><![CDATA[Peláez-Muñoz]]></surname>
<given-names><![CDATA[J. P.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Efectos del lenguaje publicitario y del destino turístico usados en páginas comerciales de Facebook sobre la generación de boca a boca electrónico]]></article-title>
<source><![CDATA[Estudios Gerenciales]]></source>
<year>2020</year>
<volume>36</volume>
<numero>156</numero>
<issue>156</issue>
<page-range>264-71</page-range></nlm-citation>
</ref>
<ref id="B20">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Mudzanani]]></surname>
<given-names><![CDATA[T.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[A review and analysis of the role of integrated marketing communication message typology in the development of communication strategies]]></article-title>
<source><![CDATA[African Journal of Marketing Management]]></source>
<year>2015</year>
<volume>7</volume>
<numero>8</numero>
<issue>8</issue>
<page-range>90-7</page-range></nlm-citation>
</ref>
<ref id="B21">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Navarro]]></surname>
<given-names><![CDATA[A.]]></given-names>
</name>
<name>
<surname><![CDATA[Utzet]]></surname>
<given-names><![CDATA[F.]]></given-names>
</name>
<name>
<surname><![CDATA[Puig]]></surname>
<given-names><![CDATA[P.]]></given-names>
</name>
<name>
<surname><![CDATA[Caminal]]></surname>
<given-names><![CDATA[J.]]></given-names>
</name>
<name>
<surname><![CDATA[Martín]]></surname>
<given-names><![CDATA[M.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[La distribución binomial negativa frente a la de Poisson en el análisis de fenómenos recurrentes]]></article-title>
<source><![CDATA[Gaceta Sanitaria]]></source>
<year>2001</year>
<volume>15</volume>
<numero>5</numero>
<issue>5</issue>
<page-range>447-52</page-range></nlm-citation>
</ref>
<ref id="B22">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Schultz]]></surname>
<given-names><![CDATA[C.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Proposing to your fans: Which brand post characteristics drive consumer engagement activities on social media brand pages?]]></article-title>
<source><![CDATA[Electronic Commerce Research and Applications]]></source>
<year>2017</year>
<volume>26</volume>
<page-range>23-4</page-range></nlm-citation>
</ref>
<ref id="B23">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Scott]]></surname>
<given-names><![CDATA[J.]]></given-names>
</name>
<name>
<surname><![CDATA[Freese]]></surname>
<given-names><![CDATA[J.]]></given-names>
</name>
</person-group>
<source><![CDATA[Regression Models for Categorical Dependent Variables Using Stata]]></source>
<year>2014</year>
<edition>2.ªed</edition>
<publisher-name><![CDATA[Stata Press]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B24">
<nlm-citation citation-type="confpro">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Shoufan]]></surname>
<given-names><![CDATA[A.]]></given-names>
</name>
<name>
<surname><![CDATA[Mohamed]]></surname>
<given-names><![CDATA[F.]]></given-names>
</name>
</person-group>
<source><![CDATA[On the likes and dislikes of youtube&#8217;s educational videos: A quantitative study]]></source>
<year>2017</year>
<conf-name><![CDATA[ Proceedings of the 18th annual conference on information technology education]]></conf-name>
<conf-loc>New York, USA </conf-loc>
</nlm-citation>
</ref>
<ref id="B25">
<nlm-citation citation-type="">
<collab>Socialbakers</collab>
<source><![CDATA[YouTube stats - Brands in Colombia]]></source>
<year>2019</year>
</nlm-citation>
</ref>
<ref id="B26">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Steffes]]></surname>
<given-names><![CDATA[S.]]></given-names>
</name>
<name>
<surname><![CDATA[Lee]]></surname>
<given-names><![CDATA[J.]]></given-names>
</name>
<name>
<surname><![CDATA[Lee]]></surname>
<given-names><![CDATA[S.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Consumer-generated ads on Youtube: impacts of source credibility and need for cognition on attitudes, interactive behaviors, and ewom]]></article-title>
<source><![CDATA[Journal of Electronic Commerce Research]]></source>
<year>2014</year>
<volume>15</volume>
<numero>3</numero>
<issue>3</issue>
<page-range>254-66</page-range></nlm-citation>
</ref>
<ref id="B27">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Tafesse]]></surname>
<given-names><![CDATA[W.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Content strategies and audience response on Facebook brand pages]]></article-title>
<source><![CDATA[Marketing Intelligence and Planning]]></source>
<year>2015</year>
<volume>33</volume>
<numero>6</numero>
<issue>6</issue>
<page-range>927-43</page-range></nlm-citation>
</ref>
<ref id="B28">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Ten Hove]]></surname>
<given-names><![CDATA[P.]]></given-names>
</name>
<name>
<surname><![CDATA[Van Der Meij]]></surname>
<given-names><![CDATA[H.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Like It or Not. What Characterizes YouTube&#8217;s More Popular Instructional Videos?]]></article-title>
<source><![CDATA[Technical Communication]]></source>
<year>2015</year>
<volume>62</volume>
<numero>1</numero>
<issue>1</issue>
<page-range>48-62</page-range></nlm-citation>
</ref>
<ref id="B29">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Tuells]]></surname>
<given-names><![CDATA[J.]]></given-names>
</name>
<name>
<surname><![CDATA[Martínez-Martínez]]></surname>
<given-names><![CDATA[P.]]></given-names>
</name>
<name>
<surname><![CDATA[Duro-Torrijos]]></surname>
<given-names><![CDATA[J.]]></given-names>
</name>
<name>
<surname><![CDATA[Caballero]]></surname>
<given-names><![CDATA[P.]]></given-names>
</name>
<name>
<surname><![CDATA[Fraga-Freijeiro]]></surname>
<given-names><![CDATA[P.]]></given-names>
</name>
<name>
<surname><![CDATA[Navarro-López]]></surname>
<given-names><![CDATA[V.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Características de los vídeos en español publicados en Youtube sobre la vacuna contra el virus del papiloma humano]]></article-title>
<source><![CDATA[Revista Española de Salud Pública]]></source>
<year>2015</year>
<volume>89</volume>
<numero>1</numero>
<issue>1</issue>
<page-range>107-15</page-range></nlm-citation>
</ref>
<ref id="B30">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Voorveld]]></surname>
<given-names><![CDATA[H.]]></given-names>
</name>
<name>
<surname><![CDATA[Neijens]]></surname>
<given-names><![CDATA[P.]]></given-names>
</name>
<name>
<surname><![CDATA[Smit]]></surname>
<given-names><![CDATA[E.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Opening the black box: Understanding cross-media effects]]></article-title>
<source><![CDATA[Journal of Marketing Communications]]></source>
<year>2011</year>
<volume>17</volume>
<numero>2</numero>
<issue>2</issue>
<page-range>69-85</page-range></nlm-citation>
</ref>
<ref id="B31">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Welbourne]]></surname>
<given-names><![CDATA[D.]]></given-names>
</name>
<name>
<surname><![CDATA[Grant]]></surname>
<given-names><![CDATA[W.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Science communication on YouTube: Factors that affect channel and video popularity]]></article-title>
<source><![CDATA[Public Understanding of Science]]></source>
<year>2016</year>
<volume>25</volume>
<numero>6</numero>
<issue>6</issue>
<page-range>706-18</page-range></nlm-citation>
</ref>
</ref-list>
</back>
</article>
