ADVERTISING RATE SETTING STRATEGIES OF YOUTUBER: A CASE STUDY OF FOOD AND TRAVEL CONTENT CHANNELS
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Abstract
This research aimed to 1) study the advertising rate setting strategies of YouTubers in the food and travel content categories, 2) analyze the factors used by entrepreneurs as investment criteria, 3) explore audience perceptions of advertisements, and 4) propose a preliminary model for advertising pricing. The study utilized a mixed methods research approach. Research instruments included semi-structured interviews guides used for in-depth interviews with 5 YouTubers (with over 100,000 subscribers) and 10 entrepreneurs. Quantitative data were collected via an online survey of 300 viewers recruited through convenience sampling on online platforms. Data analysis involved content analysis for qualitative data and descriptive statistics, including frequency, percentage, mean, and standard deviation, for quantitative data.
The research findings reveal that 1) YouTubers in these categories apply hybrid pricing strategies encompassing three main approaches: cost-based pricing, which reflects efforts to balance costs and returns; value-based pricing, which focuses on creating added value through target audience reach and positive image building; and competition-based pricing, based on market standards and channel potential. Moreover, 2) factors considered by entrepreneurs include multi-dimensional investment value assessment, covering cost-benefit analysis, perceived value evaluation, and marketing outcome measurement in terms of awareness, engagement, and behavioral conversion. In addition, 3) audience perception is significantly linked to content creator credibility, advertising value assessment, and its impact on consumption and travel behavior. Finally, 4) the proposed pricing model reflects a balance between actual production costs, advertiser-perceived value, and market standards, considering audience perception and trust as crucial mechanisms linking to long-term marketing outcomes.
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This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
บทความทุกเรื่องได้รับการตรวจความถูกต้องทางวิชาการโดยผู้ทรงคุณวุฒิ ทรรศนะและข้อคิดเห็นในบทความ Journal of Global of Perspectives in Humanities and Social Sciences (J-GPHSS) มิใช่เป็นทรรศนะและความคิดของผู้จัดทำจึงมิใช่ความรับผิดชอบของบัณฑิตวิทยาลัย มหาวิทยาลัยราชภัฏวไลยอลงกรณ์ ในพระบรมราชูปถัมภ์ กองบรรณาธิการไม่สงวนสิทธิ์การคัดลอก แต่ให้อ้างอิงแหล่งที่มา
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