Youtubers and New Strategy of Advertising (Discourse Analysis of YouTubers as Stealth Marketing)

Development of communication technology raised changes in the use of social media. It has been not only media to share information and to connect with friends, relatives or family but also a marketing medium for companies. YouTube is one of the effective social media for companies to introduce their products through video content. However, problem discussed in the paper was insertion of ads in videos. It changed content that was originally intended as entertainment into an advertising medium of companies. The changes of content substance will be discussed from the point of view of marketing ethics