UNBOXING AND BRANDS: YOUTUBERS PHENOMENON THROUGH THE CASE STUDY OF EVANTUBEHD.

The general objective of this paper is to go deeper into the youtubers phenomenon as opinion leaders, therefore, the importance of these people as prescriptors for children and teenagers. Specifically, we propose to analyse the case of Evan Snyderan American child who, at the age of eight, (2011) began to use YouTube to comment on video games. While his number of followers increased, the themes of his videos became more and more diverse. We have carried out a content analysis of Evan Snyder's youtube channel. The variables to be examined are: brands which appear in the videos, the sectors to which they belong, as well as video types. The results show that his leadership starts in the first period when the teenager develops his personality and specialization. [ABSTRACT FROM AUTHOR]