Digital Transformation in Media & Society

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DOI :10.26650/B/SS07.2020.013.08   IUP :10.26650/B/SS07.2020.013.08    Full Text (PDF)

Digital Transformation in Marketing: a Sample Review on Kid Influencer Marketing and Toy Unboxing Videos on Youtube

Özlem Kalan

This study analyses toy unboxing videos, used in child influencer marketing, as an example of digital transformation in marketing practice. In these videos, the experience of the child while opening the toy box is combined with the promotion of the brand and turns into a persuasive object, an advertisement. The study adopts Çomu’s discourse analysis application model in relation to video sharing networks, to analyze unboxing videos of LOL Surprise dolls shared on YouTube by Ecrin Su Çoban, a Turkish kids’ influencer. The findings of the research indicated that toy unboxing videos are different from traditional advertising with a more convincing, seemingly genuine structure, and a high interaction power.


Keywords: Influencer marketing, kid influencers, toy unboxing videos

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