O consumo da publicidade pela geração Z no Youtube

Abstract

The objective of this research is to address the perception that people from Generation Z have about the content of the advertising found on the online video sharing platform YouTube. To achieve that, a bibliographic study was made about the history of communication, which authors include Peter Burke, Pyr Marcondes and Sérgio Mattos, as well as secondary research data about the Generation Z and the consumption of digital media in recent years, to understand the consumption habits of this generation and how they relate to past generations. A questionnaire was conducted to get a quantitative overview of the opinions of Generation Z people about YouTube ads, and in-depth interviews were also conducted to understand the nuances of Generation Z?s YouTube consumption habits and how they relate to advertising on the platform. From the analysis of the data collected, it was possible to see that people from Generation Z openly say they do not like ads on YouTube, but if said ads are well targeted, they can attract the attention of Generation Z consumers. [resumo fornecido pelo autor]