00000nam a22000004a 4500 UP-8027390931316393958 Buklod 20260314151801.0 t gr 000 0 ta 260314s2024 ph r |||| u|eng d DMC rda eng LG 995 2024 M3 C35 Cajucom, Benedicto Marcel IX F. author Bridging the gap the online presentation of a select group of YouTube content creators and their followers' reception of their content Benedicto Marcel F. Cajucom. IX; Janalou S. Labor, adviser. Quezon City University of the Philippines, Diliman 2024 x, 195 leaves 28 cm text rdacontent unmediated rdamedia volume rdacarrier Thesis Master of Arts in Communication University of the Philippines, Diliman. College of Mass Communication 2024 Available to the general public.  This research explores multi-layered aspects of audience engagements facilitated by YouTube content creators such as Lai Austria, Joshua Agatep, and Kazuhiko Parungao, more popularly known as Senpai Kazu. Such investigation involves strategies on content creation and “self-presentation” applied by these influencers, examining approaches and reception of audiences on their content, and its dynamics with influencer behavior and content creation. Through case study using the qualitative research method, the study investigates how influencers negotiate their public interaction, receive feedback from audiences, and develop online presence to be relatable and captivating. Furthermore, during interviews and focus group discussions, a rich understanding is built on influencer-follower dynamics, challenges on the relationship management of influencers, and strategies they employ to gain viewers’ appreciation and cultivate their trust. Data analysis underscores significance of audience feedback integration, influencers’ content creation process, and viewers’ active participation in content creation through constructive criticism to ensure a successive improvement of digital media culture. Such inquiry allows for gaining a greater sense of a complex interactive dialogue between influencers and their followers in the digital age, and, therefore, is vital for influencers, audience members, and researchers. YouTube (Electronic resource) Social media Influence Philippines. Digital media Social aspects Philippines. Social media and society Philippines. Online social networks Philippines. Labor, Janalou S. adviser. FI UP UPD DMC LG 995 2024 M3 C35 Thesis