<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>0186-1042</journal-id>
<journal-title><![CDATA[Contaduría y administración]]></journal-title>
<abbrev-journal-title><![CDATA[Contad. Adm]]></abbrev-journal-title>
<issn>0186-1042</issn>
<publisher>
<publisher-name><![CDATA[Universidad Nacional Autónoma de México, Facultad de Contaduría y Administración]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S0186-10422024000200120</article-id>
<article-id pub-id-type="doi">10.22201/fca.24488410e.2024.5192</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Impacto del anuncio comercial desde la actitud y contenido de los YouTubers]]></article-title>
<article-title xml:lang="en"><![CDATA[Impact of commercial advertisement based on the attitude and content of YouTubers]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Larios-Gómez]]></surname>
<given-names><![CDATA[Emigdio]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Fischer]]></surname>
<given-names><![CDATA[Laura]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Benemérita Universidad Autónoma de Puebla  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Mexico</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidad Nacional Autónoma de México  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Mexico</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>06</month>
<year>2024</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>06</month>
<year>2024</year>
</pub-date>
<volume>69</volume>
<numero>2</numero>
<fpage>120</fpage>
<lpage>138</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_arttext&amp;pid=S0186-10422024000200120&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_abstract&amp;pid=S0186-10422024000200120&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_pdf&amp;pid=S0186-10422024000200120&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen Se trata de un estudio de tipo descriptivo, no experimental y transversal que pretende determinar si la actitud hacia el YouTubers y su contenido influyen en el impacto del anuncio comercial en su audiencia. Se encuestaron a hombres y mujeres de 18 a 24 años de México, Brasil, Colombia y Ecuador. El tratamiento de los datos por ecuaciones estructurales y prueba de hipótesis fue a través de SPSS v25, Amos v24, SmartPLS 3 y EQS 6.3. Se puede inferir que existe una relación directa entre la actitud del YouTuber y el uso de productos en su contenido generando empatía de sus seguidores. Que coadyuva a la intención de compra por las actitudes aspiracionales de los YouTubers: estilo de vida que quiere o desea. Adquiriendo marcas o productos que el YouTuber consume mencionando o no los atributos de estos.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract This is a descriptive, non-experimental, cross-sectional study that aims to determine whether the attitude towards YouTubers and their content influences the impact of the commercial advertisement on its audience. Men and women between 18 and 24 years old from Mexico, Brazil, Colombia and Ecuador were surveyed. Data treatment by structural equations and hypothesis testing was through SPSS v25, Amos v24, SmartPLS 3 and EQS 6.3. It can be inferred that there is a direct relationship between the YouTuber's attitude and the use of products in their content, generating empathy from their followers. This contributes to the purchase intention due to the aspirational attitudes of the YouTubers: the lifestyle they want or desire. Acquiring brands or products that the YouTuber consumes mentioning or not the attributes of these.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[M31]]></kwd>
<kwd lng="es"><![CDATA[M37]]></kwd>
<kwd lng="es"><![CDATA[Z13]]></kwd>
<kwd lng="es"><![CDATA[comportamiento de consumo]]></kwd>
<kwd lng="es"><![CDATA[youTuber]]></kwd>
<kwd lng="es"><![CDATA[influencer]]></kwd>
<kwd lng="es"><![CDATA[product]]></kwd>
<kwd lng="es"><![CDATA[placement]]></kwd>
<kwd lng="en"><![CDATA[M31]]></kwd>
<kwd lng="en"><![CDATA[M37]]></kwd>
<kwd lng="en"><![CDATA[Z13]]></kwd>
<kwd lng="en"><![CDATA[consumer behavior]]></kwd>
<kwd lng="en"><![CDATA[youtuber]]></kwd>
<kwd lng="en"><![CDATA[influencer, product placement]]></kwd>
</kwd-group>
</article-meta>
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