Literature Review
In the article, ‘Online Stars and the New Audience: How YouTube Creators Curate and Maintain Communities’, author and researcher Hector Postigo highlights the participatory culture of YouTube and how it manages to capitalize on bringing in valuable funding that is needed to help it not only be more visible but the choice for many successful entrepreneurs and businesses alike . Smith has defined the participatory culture of YouTube by explaining that content creators connect directly with their followers and thus the videos that are shared on the platform are a more personalized communication than mass information broadcast. Not only that, ...