Proceedings of the International Conference on Communication and Applied Technologies 2025 (ICOMTA 2025)

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Educommunication of Youtubers and Media Influencers and its Impact on Liquid Audiences on Instagram, YouTube, and TikTok

Authors
César Andrade-Martinez1, *
1Salesian Polytechnic University, Guayaquil, Ecuador
*Corresponding author. Email: candrade@ups.edu.ec
Corresponding Author
César Andrade-Martinez
Available Online 22 October 2025.
DOI
10.2991/978-94-6463-868-4_16How to use a DOI?
Keywords
Influencers; Educommunication; Social networks; Liquid audiences; Media impact
Abstract

The objective of the study was to explore and describe the educommunication or youtubers and influencers in Ecuador in order to know the impact they generate on followers, internet users and liquid audiences through social networks. The research applied the mixed approach with qualitative and quantitative methods that allowed exploring and describing the strategies applied by Ecuadorian influencers in a media context though YouTube, Instagram and TikTok; data collection was given though the HyperAuditor and Modash platforms to identify 31.149 Ecuadorian influencers, websites that facilitated the review and analysis of accounts and channels of the main influencers whose number of followers were counted; thanks to a survey 177 internet users, criteria were obtained that served to know the perception and intention of the influential media personalities and their impact on society. The results obtained show that despite the constant increase of their followers, influencers do not apply or create educational content and social interest, so the liquid audiences of social networks are only limited to real and observe the publications of their influencers. The study concludes with the call of Internet users demanding better educational and entertainment content on the Internet.

Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the International Conference on Communication and Applied Technologies 2025 (ICOMTA 2025)
Series
Atlantis Highlights in Social Sciences, Education and Humanities
Publication Date
22 October 2025
ISBN
978-94-6463-868-4
ISSN
2667-128X
DOI
10.2991/978-94-6463-868-4_16How to use a DOI?
Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - César Andrade-Martinez
PY  - 2025
DA  - 2025/10/22
TI  - Educommunication of Youtubers and Media Influencers and its Impact on Liquid Audiences on Instagram, YouTube, and TikTok
BT  - Proceedings of the International Conference on Communication and Applied Technologies 2025 (ICOMTA 2025)
PB  - Atlantis Press
SP  - 163
EP  - 175
SN  - 2667-128X
UR  - https://doi.org/10.2991/978-94-6463-868-4_16
DO  - 10.2991/978-94-6463-868-4_16
ID  - Andrade-Martinez2025
ER  -