Asian Journal of Economics, Finance and Management

3(1): 436-449, 2021; Article no.AJEFM.511

Success Factors of YouTube Entrepreneurs

M. Abdul Ashik1* and Nima Ravi1
1
CET School of Management, College of Engineering, Trivandrum (Affiliated to APJ Abdul Kalam
Technological University), India.

Authors’ contributions

This work was carried out in collaboration between both authors. Both authors read and approved the
final manuscript.

Received 01 June 2021

Original Research Article Accepted 05 August 2021
Published 09 August 2021

ABSTRACT

After introduction Jio (LTE mobile network operator) and their internet offers, leads to huge
increase in the usage of internet and social media. YouTube is one of the most important social
media that have a large set of audience. YouTube also become a common and an easy way of
earning. But everyone didn’t succeed due to lack of awareness about the success factors and the
marketing strategies. This study helps to evaluate the success factors and how they influences the
success of the YouTubers. The study is quantitative in nature. Primary data was collected in the
form of questionnaire through the google form by supplying through online. A sample of 150 people
were selected through convenient sampling. Statistical tools like ANOVA and correlation were used
for drawing the inferences. The study focused on the impact on the success of the YouTubers with
the help of different variables like content quality, consistency, word of mouth and trust. The
findings of this study show that the all success factors have a positive impact on the success of the
YouTubers. While analysing the demographic factors most of the respondents belongs to the 21-
30 age category. And also most the respondents are post graduates. All the demographic factors
influences the success.

Keywords: YouTube; success factors; content quality; consistency; word of mouth; trust; YouTube
channels.

1. INTRODUCTION zero is the time period given to explain a “2nd

era of the World Wide Web this is targeted at the
Humans are social via way of means of nature capacity for human beings to collaborate and
and, at some point of the years, have tailored percentage records on line.” Because of this
new methods of having the ability to connect expansion, there are various social media
with the ones round them. With the arrival of the websites that have come to be part of many
Internet, people have come to be capable of join human being’s everyday lives including
right away with absolutely everyone from across Facebook, Instagram, and Twitter. There is,
the global. According to Vangie Beal [1], Web however, one greater social media platform this
_____________________________________________________________________________________________________

*Corresponding author: Email: abdulashik72@gmail.com;

 Ashik and Ravi; AJEFM, 3(1): 436-449, 2021; Article no.AJEFM.511
is persevering with to grow, now no longer
handiest due to its capacity to attach human
beings to different individuals, however
additionally to attach them in a manner that
wasn’t feasible earlier than. This platform is
YouTube. YouTube lets in customers to do
greater than simply percentage updates or
locate friends, it lets in them the distance to
create authentic content material and add it
freely. This internet site lets in human beings to
attach, percentage authentic content material,
and collaborate on that content material in video
shape which became some thing different
internet site earlier than had been not able to do
successfully. Every month, a couple of billion
human beings go to YouTube to look at over six
billion hours of YouTube videos [2]. This social
media phenomenon has come to be one of the
locations wherein human beings can come to
create content material and supply it to the
PREVIEW 2 global for free. It isn't anyt any
wonder that YouTube has come to be an area
wherein the more youthful generations can visit
shape groups with individuals who are
likeminded and to freely percentage their
thoughts. Since the primary video became
uploaded to YouTube in April 2005, YouTube
personalities have honed their skills [3].
Throughout the closing 8 years, YouTube
content material creators have observably
constructed true and constant audiences, for the
maximum element from scratch. How do those
creators do that and why it's far crucial?
According to Goodman [4], information teen
(millennials) on line conduct is crucial.
Technology isn’t simply part of students’ lives
those days, it's far their lives. The World Wide
Web isn't used frequently as a studies tool;
teenagers use it as an “extension in their
personality, to reveal their friends- and the
global- who they are, what they care
approximately, and to construct connections with
different likeminded human beings.” Research
approximately YouTube remains growing, so it's
far crucial to look at and recognize how it's far
converting the manner Millennials engage and
display their personalities on line. Because
YouTube and its tradition won't be understood
via way of means of many, it deserves in
addition examination. Through reading the
content material on a group of YouTube
channels, the creators of that content material,
and the cultures they create, researchers can
study a high-quality deal approximately why this
has come to be a phenomenon and a way to use
this records to in addition the sector of
communication. To look at how this
437
phenomenon occurs, this observe makes use of
Parasocial Interaction Theory as a foundation in
addition to participatory tradition and the tradition
of connectivity.
Entrepreneur is a person who sets up business
or businesses. And a YouTube entrepreneur is a
person who finds a business with the help of
YouTube. Mostly they start their own channel
and create contents. This entrepreneurship
technique is now a trend and now anyone can
start a channel and do business. This very easy
and effective manner to earn money.
1.1 Problem Statement
 YouTube is one of the most popular and
powerful social media in present day
scenario.
 Nowadays YouTube channels and
influencers are medium of marketing. The
word of mouth information from these
influencers are perceived to be more reliable
than the traditional ads.
 Hence it is a great source of income.
Similarly, many people choose YouTube
channel or vlogging as a permeant career.
 In the age of information clutter to be
successful the YouTubers should device and
follow strategies by identifying the most
important factors that will determine their
success.
 Nowadays everyone can start channel in
YouTube but everyone cant be succeed due
to lack of awareness about the factors which
helps in success of YouTuber.
 Content quality is really important to get
more attention in the audience. They need to
be more creative and innovative. And
YouTubers need to need gain trust of the
audience to make them loyal.
 Earning of the YouTubers will increases
while they get more brand promotions
through the videos.
1.2 Objectives
 To analyze the factors that tends to the
success of YouTubers.
 To analyze the impact of content quality &
consistency on success of YouTubers.
 To study the impact of perceive
trustworthiness of YouTubers on their
success.
 To study the impact of brand promotion by
YouTubers.
 Ashik and Ravi; AJEFM, 3(1): 436-449, 2021; Article no.AJEFM.511
 To understand the relationship between
demographic factors of respondents &
intention to actively engage with YouTube
channels.
1.3 Need and Significance of the Study
YouTube is a tool that engages directly with
peers to peers. So the acceptance in the
audience will become more easier and effective.
And the YouTubers will get a celebrity
endorsement. Most of the people especially
youngsters taken YouTube as a career.
YouTube is powerful tool of the marketing, and
this study focuses on how YouTube become a
powerful marketing tool. The motive of this look
at is to get a higher knowledge of YouTubers, in
addition to to get a higher knowledge of their
exercise of video content material developing;
what this exercise is, what it means, and what
the results are for the practitioners. Through
questionnaires with some of YouTubers, as
properly observational money owed of endless
YouTube videos, I purpose to find some other
thing to this kind of “new” entertainer. This, for
the reason that maximum people, I might argue,
are simplest acquainted with YouTubers and this
particular exercise, primarily based totally at the
give up merchandise which might be uploaded
onto to the YouTube platform. In short, which
means that the platform/internet site of YouTube
will figuratively be visible as a stage, YouTubers
on this experience may be visible as performers,
and the exercise of video content material
developing may be visible as building a social
interactive performance.
1.4 Research Gap
Different researches studies about the YouTube
and YouTubers, but failed to explain about the
success factors. And also they failed to how a
YouTuber can be successful. This study will give
a answer for theses questions.
2. LITERATURE REVIEW
Anyone can start a channel is YouTube and
become an entrepreneur. As every business this
also have so many challenges and have some
success strategies or factors. When a person
starts a business through YouTube, he needs to
analyse and use effective success factor. Its
really important to gain attention in public.
Factors like content quality, innovation,
creativity, trust, engagement, word of mouth
438
strategies and so on can be included to
determine the success of a YouTube
entrepreneur. A YouTube entrepreneur is a
person who start its own business with the help
of the YouTube which is a powerful social media.
A vlog is a totally private video. A usual vlog is
an unmarried person, searching immediately at a
camera, viewable only from the waist (or greater
regularly shoulders) up. A vlog permits the
viewer to take in non-verbal conversation which
include facial features or gestures that build this
accept as true with and rapport greater easily [5].
Video can useful resource verbal exchange with
the aid of using including social presence, a time
period initially coined and described because the
pleasant of being gift while a verbal exchange
medium is used. Social presence concept
indicates that extended richness of the verbal
exchange medium results in extended social
presence unique verbal exchange media have
various stages of social presence. For example,
video, with its more cappotential to aid visible
cues consisting of frame language and facial
expressions, generates a more feel of social
presence than audio alone [6]. Text-primarily
based totally verbal exchange, like e-mail, isn't
always as powerful because the phone and in
character verbal exchange for preserving non-
public relations [7]. Video-primarily based totally
verbal exchange lets in for more social presence
than e-mail or the phone due to the fact the
audio and visible factors mixed boom verbal
exchange richness. Users advantage due to the
fact video channels permit them to speak in a
greater herbal manner reminiscent of in-
character verbal exchange [8].
The essential gain of Vlogging its assist in
emblem promoting and purchaser shopping for
choice while its finest drawback is due to such a
lot of competition withinside the marketplace
emblem photo vanishes and those transfer
closer to some other one in which they discover
correct offerings [9].
Since its development, YouTube, the world's
0.33 maximum famous on-line destination, has
transformed from a video-sharing web website
online right into an activity possibility for content
material creators in both new and mainstream
media. Based on content material analysis, the
take a look at tested how 3 distinguished
YouTubers have created a hit private brand.
Analysis found out the not unusual place traits
that those on-line celebrities shared, the
 Ashik and Ravi; AJEFM, 3(1): 436-449, 2021; Article no.AJEFM.511
enchantment in their content material to visitors,
and their use of conventional media to improve
their branding. The take a look at additionally
observed that more youthful visitors prefer
looking YouTube films due to the fact they have
been capin a position to narrate to the
authenticity of user-generated content material
[10].
Focus on teacher’s motives for his or her
choices primarily based totally on management
and control in Czech schools. The principal facts
supply is interviews with the YouTubers (Czech
and Slovak) who create instructional motion
pictures. For the triangulation, the facts from
their YouTube channels (motion pictures and
extra observation feeds) are used.The qualitative
evaluation became primarily based totally on a
grounded idea method and Situational maps. To
triangulate unique facts, Netnographic technique
is used, so facts posted on teacher’s YouTube
channels will be examined [11].
The wide variety of subscribers on YouTube is a
crucial famous marker indicating a guru’s
cappotential to draw engaged and again and
again returning audiences. The illustration of
ordinariness, intimacy, and equality through
social media celebrities creates an experience of
authenticity characterizing their videos.
However, authenticity is an accomplished impact
and it's miles constantly relational and context-
dependent [12].
The investigations of YouTube feedback,
commenters and discussions have given
baseline statistics to resource destiny readers in
assessing the volume to which any motion
pictures analysed are typical. In phrases of the
density of replies to feedback on a video, there
has been an extensive range and 90% of debate
densities numerous among 0.half and 0.546.
This confirms the heterogeneity of YouTube,
however method that researchers investigating
motion pictures withinside the destiny might want
to discover a dialogue density of over 0.546 to
show statistically that that they'd attracted
strangely dense discussions [13].
The evaluation explains a few hard YouTube
terminology and offers a higher know-how of
YouTube and the creators who use the platform.
Then the have a look at explains the procedure
of monetization. It additionally explains the
manner YouTube is used as a way of creating a
dwelling or advertising one’s products, in
addition to different sales streams for YouTube
439
creators. These above factors then come
collectively in a big evaluation phase. This phase
makes a speciality of growing a marketable
video, each from the angle of a YouTube author
in addition to a marketer [14].
Political campaigns are made to draw the
attention from citizens. The starting of its
adaption is related to the arrival of the social
media and user-generated content material.
Since the wide variety of customers of social
community web sites in Europe continuously
grows, 2009 become the primary time that these
web sites had been utilized in political
advertising functions for the European
Parliament elections. This is an exploratory
examine of the character and volume of video-
primarily based totally social media, studied thru
the content material evaluation of YouTube films
created for the electoral marketing campaign for
the 2009 European Parliament elections via way
of means of thirteen political events from 4 EU
states. Results have proven the specificities of
political marketing and marketing at the
YouTube, a elevating hobby in social media
amongst citizens in Europe, and the
improvement of this manner of campaigning [15].
The thesis makes a speciality of an outlook
toward the connection advertising at the
maximum famous video sharing website -
YouTube. Describing a top level view of public
members of the family and virtual advertising
and detaily specializing in advertising on
YouTube, a dating amongst YouTube`s visitors
and YouTubers and their impact. The intention of
a thesis`s studies is to discover how is YouTube
net server perceived and utilized by
customers and if YouTubers can impact
customer`s needs. Research turned into made
via a disbursed questionnaire with 19 closed
questions. Each end result is then defined and
illustrated with the aid of using a desk and a
graph [16].
Social media has been diagnosed as an
important advertising device for affecting
purchaser behaviour, which inspired groups to
look for possibilities to put it on the market their
manufacturers via social media. In that regard,
they significantly determine sponsoring user-
generated-content (UGC) creators in social
media to function their products. However, the
effectiveness of this method on purchasers’
choices remains unclear, and the literature is
scarce. This have a look at assesses the effect
of specific sponsorship of social media UGC
 Ashik and Ravi; AJEFM, 3(1): 436-449, 2021; Article no.AJEFM.511
creators on purchasers’ behaviour. The motive is
to observe the elements affecting viewer’s
willingness to buy a product via a social media
channel, and apprehend whether or not a
subsidized video modifications the viewers’
opinion. The outcomes of UGC social media
motion pictures on purchasers is investigated via
a within-layout experimental have a look at.
Multiple measurements are made on the
identical set of respondents, selected amongst
241 females, for 2 YouTube motion pictures, one
self-produced and the opposite related to a
brand [17].
YouTube began out as a social media device,
however is now evolving right into an advertising
communications device. The purpose of this
paper is to research using YouTube as a
tourism-advertising device from the standpoint of
tourism groups and travelers. Developing its
theoretical base from the attitude on how
travelers understand images, a overview of 320
European tourism motion pictures on YouTube
concluded that many groups did not apprehend
that media produced for conventional advertising
outlets (TV, cinema) can not be transferred at
once to YouTube. The examine additionally
highlighted the developing strength of the man or
woman patron in tourism advertising, as
reflected withinside the dominance of tourism
motion pictures produced through actual
travelers instead of through reputable tourism
groups. The examine concluded that whilst
YouTube turned into beneficial as a promotional/
communications device, greater studies is
needed to apprehend how the YouTube
generation filter, pick out and use tourism
records of their journey planning [18].
Promotion is used to reference short-time period
advertising processes together with income and
reductions in addition to the general advertising
factor of your advertising mix [19]. The dating
among emblem thru Vlogs has extra
significance, Vlogs assist in growing Brands
many businesses and now and again they
sponsor well-known Vlogger who use their
product withinside the video to draw audience,
maximum of the brand new Vlogger who need to
begin their commercial enterprise set up their
personal emblem and sell it and put up it on
Instagram memories in which a massive wide
variety of humans effortlessly see the opinions
and special point out withinside the YouTube
[20]. The blessings of emblem promoting it
allows in promoting out the product effortlessly,
appeal to a massive wide variety of humans at
440
once, assist in setting up emblem loyalty,
increase purchaser dating, a lot emblem
promoting lose the effect of the message,
People do now no longer bear in mind the
message for therefore long [19].
YouTubers have turn out to be virtual influencers
[21]. Their perspectives are displayed at the
proper nook of each YouTube video and taken
into consideration to be an achievement
measure. Views are what assist YouTubers
monetize their films and, therefore, make it the
using pressure in growing content material that
draws and in the long run sells. According to
SlateScore, YouTubers are making $1,three
hundred to $54,000 month-to-month via
YouTube’s Partner program, and that’s now no
longer together with any emblem endorsements
the YouTubers secure [22]. However, is it honest
to indicate that the highestviewed YouTubers are
the handiest ones making noise as influencers?
Miller [23] indicates that viewership may be
arguable withinside the YouTube arena,
specifically whilst it appears to be the maximum
sought-after achievement measure.
Although subscriptions “constitute a strong
person base, one which has proven energetic
hobby and engagement with the display or
creators”, the validity of it takes a lower back
seat whilst in comparison to the extra dramatic
view counts. Only small chances of perspectives
come immediately from subscribers. According
to Ben Relles, govt manufacturer for Barely
Political/Barely Digital, 11 “Our display ‘The Key
of Awesome’ has been considered over 250
million instances this year, and much less than
20 percentage of that got here from subscribers.
The relaxation got here from viewer discovery
like search, ‘viral’ sharing, and blogs embedding
our videos” [24].
The key in achievement measures consist of
lively engagement on a everyday basis, and
that's what is in query for mega-stars like
Michelle Phan. Famous faces are pushing via
with marketing and marketing campaigns and
emblem deals, however there are nevertheless
over 45,000 non-emblem-affiliated splendor
vloggers on YouTube garnering fewer views
[21]. The “center class” on YouTube, who steady
a median of 200,000 subscribers, can
nevertheless be as influential as YouTube giants
(Bowles, 2014; 21] For example, Casey Holmes
has extra than 728,000 subscribers, however
nevertheless manages to have a better
subscriber-viewer ratio than Ingrid Nilson, or
 Ashik and Ravi; AJEFM, 3(1): 436-449, 2021; Article no.AJEFM.511
Miss Glamorazzi, certainly considered one
among YouTube’s maximum a success splendor
gurus.
The imply DISCERN rating became 27 ± 8,
indicating that the fine of narcolepsy
related‐motion pictures is poor. Therefore,
sufferers that use YouTube as an academic
device are presently not accomplishing a
complete knowledge of the disease. For this
reason, we have indicated the pinnacle five
motion pictures that physicians can endorse to
their sufferers. Our paper highlights the gaps of
know-how regarding narcolepsy facts on
YouTube. Therefore, this facts may be used to
create higher academic content material
withinside the future [25].
YouTube is the second one maximum famous
internet site in the sector and is more and more
getting used as a platform for disseminating
health information. Our goal changed into to
assess the content‐nice and audience
engagement of YouTube movies relating the
SARS (excessive acute respiratory
syndrome)‐CoV‐2 virus which reasons the
Coronavirus Disease 2019 (COVID‐19), at some
stage in the early section of the pandemic. We
selected the primary 30 movies for seven special
seek phrases: “2019 nCoV,” “SARS CoV‐2,”
“COVID‐19 virus,” “coronavirus treatment,”
“coronavirus explained,” “what is the
coronavirus” and “coronavirus information.”
Video contents have been evaluated via way of
means of unbiased clinical college students with
extra than 5 years of revel in using the DISCERN
instrument [26].
Now that the net is greater handy to an growing
range of populations worldwide, many rely upon
the net for his or her facts approximately their
day by day lives. This consists of human beings
worried approximately their fitness to college
students to from time to time additionally
doctors. Since YouTube is the second one
maximum visited website, our purpose turned
into to assess the content-exceptional of
YouTube movies relating to meningitis [27].
Despite the not unusual place utilization of the
net and YouTube to advantage an information of
scientific issues, 82% of sufferers both by no
means or simplest every so often speak this on-
line facts with their physicians. Three Having
knowledgeable themselves primarily based
totally on on-line facts prior to their workplace
visits, sufferers may also gift with a presumptive
441
analysis in thoughts and a desired treatment
primarily based totally in this facts [28].
YouTube is the largest video-sharing webweb
page with over 1.nine billion logged-in customers
monthly, and includes a developing library of
fitness-education videos5. With one of these
massive consumer base, there have additionally
been raised worries approximately the accuracy
and reliability of the to be had fitness care
associated facts. Since YouTube is ranked as
the 2nd to 1/3 maximum accessed internet site
worldwide, the opportunity of disseminating
misleading facts to healthcare customers is
excessive and may have catastrophic
implications 4,6. However, if guided seek
practices are followed, YouTube may be used as
an effective informative resource. Therefore, it's
miles critical to check and compare the facts
presented in this platform properly (Słoniewski,
2020).
Since YouTube became launched, its
emblematic video-sharing facility has attracted
considerable interest as a social networking
machine of cultural production. In addition to
vlogging, YouTube offers a textual content
facility thru which YouTubers proportion and
negotiate opinions. However, studies into the
latter is scarce, particularly inside language-
primarily based totally disciplines
(Androutsopoulos & Beiβwenger 2009;
Zelenkauskaite & Herring 2008).
3. RESEARCH METHODOLOGY
The purpose of the study is to find out success
rate and success factors of YouTubers. For
example, content quality is one of the factors
that leads to success of YouTubers. In this study
it helps to shows how content quality of a
particular YouTuber leads to their success.
Quality and quantity of the content is evaluated
here. For this purpose to be fulfilled,
questionnaire is distributed among selected
sample to find out their percentage of positive
and negative reaction of respondents towards
the YouTubers and their YouTube channel. With
the help of primary data the analysis is done and
the questionnaire is included in the annexure.
Sample Size: 150
Sampling technique: Purposive Sampling
Hypothesis:
Based on the study, the following are the primary
Hypothesis.
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Hypothesis 1: Hypothesis 7:

H1: There is significance relation between
Content Quality of the videos & success of
YouTubers.
Hypothesis 2:
H1: There is significant relation between
consistency of uploading videos & success of
YouTubers.
Hypothesis 3:
H1: There is significance relation between Word
of mouth & success of YouTubers.
Hypothesis 4:
H1 : There is significance relation between Trust
of the respondents & success of YouTubers.
Hypothesis 5:
H1: There is significance difference between
gender and success of YouTubers.
Hypothesis 6:
H1: There is significance difference between age
and success of YouTubers.
H1: There is significance difference between
income categories and success of YouTubers.
Hypothesis 8:
H1: There is significance difference between
educational qualification categories and success
of YouTubers.
3.1 Analysis
XLSTAT is used to analyse data and the
methods used are ANOVA and Correlation
test.
3.1.1 Correlation analysis
Hypothesis 1:
H0 : There is no significant relation between
Content Quality of the videos & success of
YouTubers.
H1 : There is a significant relation between
Content Quality of the videos & success of
YouTubers.
Correlation matrix (Pearson):

Table 1. Correlation table between content quality and success of YouTubers

Variables Average of CQ Average of S

Average of CQ 1 0.167
Average of S 0.167 1
Values in bold are different from 0 with a significance level alpha=0.05

Test Interpretation: Average value is 0.1 so Relation between content quality and success of
YouTubers has low correlation.

Hypothesis 2:

H0 :There is no significant relation between consistency of uploading videos & success of YouTubers.

H1 : There is a significant relation between consistency of uploading videos & success of YouTubers.

Correlation matrix (Pearson):

Table 2. Correlation table between Consistency and success of YouTubers

Variables Average of C Average of S

Average of C 1 0.487
Average of S 0.487 1
Values in bold are different from 0 with a significance level alpha=0.05

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 Ashik and Ravi; AJEFM, 3(1): 436-449, 2021; Article no.AJEFM.511

Test Interpretation: Average value is 0.4 so Relation between consistency of uploading and success
of YouTubers has moderate correlation.

Hypothesis 3:

H0 : There is no significant relation between Word of mouth & success of YouTubers.

H1 : There is a significant relation between Word of mouth & success of YouTubers.

Correlation matrix (Pearson):

Table 3. Correlation table between word of mouth and success of YouTubers

Variables Average of W Average of S

Average of W 1 0.437
Average of S 0.437 1
Values in bold are different from 0 with a significance level alpha=0.05

Test Interpretation : Average value is 0.4 so Relation between consistency of uploading and success
of YouTubers has moderate correlation.

Hypothesis 4:

H0 : There is no significant relation between Trust of the respondents & success of YouTubers.

H1 : There is a significant relation between Trust of the respondents & success of YouTubers.

Correlation matrix (Pearson):

Table 4. Correlation table between trust and success of YouTubers

Variables Average of T Average of S

Average of T 1 0.515
Average of S 0.515 1
Values in bold are different from 0 with a significance level alpha=0.05

Test Interpretation : Average value is 0.5 so Relation between consistency of uploading and success
of YouTubers has moderate correlation.

3.1.2 ANOVA analysis

Hypothesis 5:

H0: There is no significant difference between gender and success of YouTubers.

H1: There is a significant difference between gender and success of YouTubers.

Analysis of variance (Average of S):

Table 5. ANOVA table between gender and success of YouTubers

Source DF Sum of Mean F Pr > F

squares squares
Model 1 0.064 0.064 0.097 0.756
Error 148 97.039 0.656
Corrected Total 149 97.102
Computed against model Y=Mean(Y)

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 Ashik and Ravi; AJEFM, 3(1): 436-449, 2021; Article no.AJEFM.511

Test interpretation: As the computed p-value is greater than the significance level alpha so the null
hypothesis is accepted and it is found that There is no significant difference between gender and
success of YouTubers.

Hypothesis 6:

H0: There is no significant difference between age and success of YouTubers.

H1: There is a significant difference between age and success of YouTubers.

Analysis of variance (Average of S):

Table 6. ANOVA table between age and success of YouTubers

Source DF Sum of Mean F Pr > F

squares squares
Model 3 14.538 4.846 8.569 <0.0001
Error 146 82.565 0.566
Corrected Total 149 97.102
Computed against model Y=Mean(Y)

Test interpretation: As the computed p-value is lesser than the significance level alpha so the null
hypothesis is rejected and it is found that There is a significant difference between age and success
of YouTubers.

Hypothesis 7:

H0: There is no significant difference between income categories and success of YouTubers.

H1: There is a significant difference between income categories and success of YouTubers.

Analysis of variance (Average of S):

Table 7. ANOVA table between income categories and success of YouTubers

Source DF Sum of Mean F Pr > F

squares squares
Model 3 16.611 5.537 10.043 <0.0001
Error 146 80.491 0.551
Corrected Total 149 97.102
Computed against model Y=Mean(Y)

Test interpretation: As the computed p-value is lesser than the significance level alpha so the null
hypothesis is rejected and it is found that There is a significant difference between income group and
success of YouTubers.

Hypothesis 8:

H0: There is no significant difference between educational qualification categories and success of
YouTubers.

H1: There is a significant difference between educational qualification categories and success of
YouTubers.

Analysis of variance (Average of S):

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 Ashik and Ravi; AJEFM, 3(1): 436-449, 2021; Article no.AJEFM.511
Table 8. ANOVA table between educational qualification and success of YouTubers
Source DF Sum of
squares
Model 3 2.759
Error 146 94.343
Corrected Total 149 97.102
Computed against model Y=Mean(Y)
Test interpretation: As the computed p-value is
lesser than the significance level alpha so the
null hypothesis is accepted and it is found that
there is a significant difference between
educational qualification and success of
YouTubers.
4. FINDINGS
 Consistency of uploading videos has a
positive impact on audience and effect the
success of YouTubers.
 Word of the mouth has a positive impact to
success of YouTubers.
 Among the all variables trust has more
impact on the success of the YouTubers.
 Findings related to the demographic profile
of the respondents. Most of the respondents
belong to the age group of 21-30.
 Female and Male equally participated
actively in filling the questionnaire where
49.6% and 50.4% respectively.
 In respondents most of them are dependent
of income group with the value of 76%.
 Most of the respondents are post graduate
students (64.5%) followed by
undergraduates (24.8%) and Schooling
(7.4%).
 Relation between content quality and
success of YouTubers has low correlation.
 Relation between consistency of uploading
and success of YouTubers has moderate
correlation.
 Relation between consistency of uploading
and success of YouTubers has moderate
correlation.
 Relation between consistency of uploading
and success of YouTubers has moderate
correlation.
 There is no significant difference between
gender and success of YouTubers.
 There is a significant difference between age
and success of YouTubers.
 There is a significant difference between
income group and success of YouTubers.
 There is a significant difference between
educational qualification and success of
YouTubers.
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Mean F Pr > F
squares
0.920 1.423 0.238
0.646
5. CONCLUSION
An entrepreneur will be succeed when he/she
implement a proper and perfect success
strategies. This study clearly answers how
different success factors influences the success
of the YouTubers. These success factors will
create huge impact on the audience and make
more involved to that YouTube channel. The
purpose of the study was to find how success
factors like consistency, word of mouth
marketing and trust influences or effects the
success of the YouTubers. After much analysis,
it is found that the success factors play a major
role in making positive on audience and
influences the success of their YouTube
channels. And demographic factors also plays a
key role in making a positive impact on the
audience, as a result of this will effect the
success of the YouTubers. Populated country
like India have large set of audience and
whenever they utilise in a proper and perfect
manner it will results in huge success. After the
introduction of Jio, the internet usage has been
increased as well as usage of social medias. It
literally became that starting a YouTube is easy
thing and most of them fails, because of lack of
awareness about the marketing strategies and
success factors. This study help to find out the
solution, where how success factors and
marketing is influencing and which of them are
highly impactable. Research background
highlights the complexity and greatness of
subjects comparable to YouTube’s user. Yet, the
angle chosen for this analysis has been
sufficiently and punctiliously narrowed down in
order to provide significant and applicable results
among a additional focused, nevertheless not
limited, scope. This study is primarly focused on
the assessment of what makes YouTuber a
successor. The researcher aim to describe the
compliance of the success factors of the
YouTubers and their channels. This study is
designed to understand how the variables like
content quality, consistency of uploading videos,
word of mouth, brand promotions and trust helps
or influences the success rate of the YouTubers.
Creating quality content will increase the
 Ashik and Ravi; AJEFM, 3(1): 436-449, 2021; Article no.AJEFM.511
success rate of the particular YouTuber and
helps to growth of that particular YouTube
channel. Frequency of content quality will helps
to create a positive impact on audience.
Consistency of uploading videos in their
YouTube channels will helps to gain attention of
audience in effective manner. As a result of this
will makes a positive impact in the audience.
Word of the mouth is one of the most important
marketing tool. And this success variable will
influence the audience more. More the word of
mouth marketing, more will be viewers. Needs
more direct interactions with audience by the
YouTubers. More interactions will help to gain
more trust in the audience and it helps them to
influence positively. Need more creative and
more innovative ideas an need to maintain a
proper and perfect way of communication.
DISCLAIMER
The products used for this research are
commonly and predominantly use products in our
area of research and country. There is absolutely
no conflict of interest between the authors and
producers of the products because we do not
intend to use these products as an avenue for
any litigation but for the advancement of
knowledge. Also, the research was not funded by
the producing company rather it was funded by
personal efforts of the authors.
CONSENT
As per international standard or university
standard, respondents’ written consent has been
collected and preserved by the author(s).
COMPETING INTERESTS
Authors have declared that no competing
interests exist.
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ANNEXURE

1. Name

2. Gender
☐Female ☐Male ☐Prefer not to say

3. Age
☐Below 20 ☐21-30 ☐31-40 ☐41 & above

4. Income group
☐Dependent ☐10000-20000 ☐20000-30000 ☐Above 30000

5. Education Qualification
☐Schooling ☐Undergraduate ☐Postgraduate ☐Others

6. I follow YouTube channels which are related to me

☐Strongly Disagree ☐Disagree ☐Neutral ☐Agree ☐Strongly agree

7. I follow YouTube channels which create video with high level of technical perfection
☐Strongly Disagree ☐Disagree ☐Neutral ☐Agree ☐Strongly agree

8. I follow YouTube channels which are entertaining in nature

☐Strongly Disagree ☐Disagree ☐Neutral ☐Agree ☐Strongly agree

9. I follow YouTube channels which are informative in nature

☐Strongly Disagree ☐Disagree ☐Neutral ☐Agree ☐Strongly agree

10. I follow YouTube channels which high level of creative content

☐Strongly Disagree ☐Disagree ☐Neutral ☐Agree ☐Strongly agree

11. I follow YouTube channels with attractive designs

☐Strongly Disagree ☐Disagree ☐Neutral ☐Agree ☐Strongly agree

12. I follow channels which posts video on a regular basis

☐Strongly Disagree ☐Disagree ☐Neutral ☐Agree ☐Strongly agree

13. I prefer to follow channels which post the video consistently on a particular time
☐Strongly Disagree ☐Disagree ☐Neutral ☐Agree ☐Strongly agree

14. I prefer to follow channels which keep consistently in quality of content

☐Strongly Disagree ☐Disagree ☐Neutral ☐Agree ☐Strongly agree

15. I prefer to follow channels which keep consistently in ideology or philosophy

☐Strongly Disagree ☐Disagree ☐Neutral ☐Agree ☐Strongly agree

16. I follow YouTube channels which are trending

☐Strongly Disagree ☐Disagree ☐Neutral ☐Agree ☐Strongly agree

17. I follow YouTube channels as per suggestions of my friends and family

☐Strongly Disagree ☐Disagree ☐Neutral ☐Agree ☐Strongly agree

448
 Ashik and Ravi; AJEFM, 3(1): 436-449, 2021; Article no.AJEFM.511

18. I follow YouTube channels as per suggestions of other social media influencers
☐Strongly Disagree ☐Disagree ☐Neutral ☐Agree ☐Strongly agree

19. I follow YouTube channels with high number of subscribers

☐Strongly Disagree ☐Disagree ☐Neutral ☐Agree ☐Strongly agree

20. I consider the YouTubers as a source of authentic information

☐Strongly Disagree ☐Disagree ☐Neutral ☐Agree ☐Strongly agree

21. I feel that the YouTubers will only promote product or services which are reliable
☐Strongly Disagree ☐Disagree ☐Neutral ☐Agree ☐Strongly agree

22. I feel more connected with the YouTubers who interact with the followers through comments or
lives
☐Strongly Disagree ☐Disagree ☐Neutral ☐Agree ☐Strongly agree

23. I watch all the videos posted by the YouTubers that I follow
☐Strongly Disagree ☐Disagree ☐Neutral ☐Agree ☐Strongly agree

24. I subscribe to my favourite YouTube channels

☐Strongly Disagree ☐Disagree ☐Neutral ☐Agree ☐Strongly agree

25. I often press the bell icon of my favourite YouTube channels to receive notification
☐Strongly Disagree ☐Disagree ☐Neutral ☐Agree ☐Strongly agree

26. I often watch the ads in between the video content with out skipping
☐Strongly Disagree ☐Disagree ☐Neutral ☐Agree ☐Strongly agree

27. I would like to identify myself as a fan of my favourite YouTubers

☐Strongly Disagree ☐Disagree ☐Neutral ☐Agree ☐Strongly agree

28. I often "like" all the videos posted by my favourite YouTubers

☐Strongly Disagree ☐Disagree ☐Neutral ☐Agree ☐Strongly agree

29. I often engage with the content posted by the YouTubers through comments and shares
☐Strongly Disagree ☐Disagree ☐Neutral ☐Agree ☐Strongly agree
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