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YouTuber as a profession - To what extent is YouTube success coincidental or due to marketing? : Analysis of the success factors and marketing measures using the example of a business and a personal/lifestyle channel

YouTuber als Beruf - Inwieweit ist YouTube-Erfolg zufällig oder auf ein Erfolgsrezept zurückzuführen? : Analyse der Erfolgsfaktoren am Beispiel eines Business- und eines persönlichen/Lifestylekanals

  • This thesis aims to research the platform YouTube and whether “being a YouTuber” qualifies as a profession or not and what leads to this. The author combines existing scientific data and information provided by YouTubers doing this as a job and uses the compilation method. The author merges that material and uses it to create a bachelor thesis that covers both the theoretical and practical approach. The aim was to find out if there is a success recipe that can be followed that leads to views and clicks which are essential for the profession as a YouTuber. To do this, the author created two channels to see how the factors mentioned in this thesis are applied and if the approach leads to success. The findings of this thesis showed, that although the profession of a YouTuber can be classified as a job, it needs to be viewed differently from commonly known and in society accepted careers. Becoming a YouTuber and making money from this business, therefore, cannot be guaranteed.

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Author:Elisabeth Wolfram
Advisor:Markus Pflügl, Laura Lander
Document Type:Bachelor Thesis
Year of Completion:2022
Granting Institution:Hochschule Mittweida
Release Date:2023/05/02
GND Keyword:YouTube; Influencer; Geschäftsmodell; Erfolgsfaktor
Page Number:79
Institutes:06 Medien
DDC classes:658.4 Lean Management, Erfolgsfaktor
Open Access:Frei zugänglich
Licence (German):License LogoUrheberrechtlich geschützt