<?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>2683-2690</journal-id>
<journal-title><![CDATA[The Anáhuac journal]]></journal-title>
<abbrev-journal-title><![CDATA[The Anáhuac j.]]></abbrev-journal-title>
<issn>2683-2690</issn>
<publisher>
<publisher-name><![CDATA[Universidad Anáhuac del Sur S.C., Facultad de Economía y Negocios]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2683-26902022000200012</article-id>
<article-id pub-id-type="doi">10.36105/theanahuacjour.2022v22n2.01</article-id>
<title-group>
<article-title xml:lang="en"><![CDATA[YouTube, the Attention Economy and Digital Audience Interest in Sponsored ASMR Videos]]></article-title>
<article-title xml:lang="es"><![CDATA[YouTube, la economía de la atención y el interés de las audiencias digitales en videos patrocinados de ASMR]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Portas Ruiz]]></surname>
<given-names><![CDATA[Eduardo]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad Iberoamericana  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Mexico</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>12</month>
<year>2022</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>12</month>
<year>2022</year>
</pub-date>
<volume>22</volume>
<numero>2</numero>
<fpage>12</fpage>
<lpage>41</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_arttext&amp;pid=S2683-26902022000200012&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_abstract&amp;pid=S2683-26902022000200012&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_pdf&amp;pid=S2683-26902022000200012&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract Although the Autonomous Sensory Meridian Response (ASMR) phenomenon has grown notably in Mexico in recent years, local YouTube channels lack effective and continued use of digital marketing strategies and tactics as reflected in their sponsored videos, in contrast to the most popular YouTube ASMR channels, which are essentially English-speaking. After completing a detailed review on YouTube, this article compares both groups and argues that, with a few changes, Mexican ASMR creators can benefit from marketing strategies used by the more popular creators from other countries. By doing this, Mexican creators could ride the nascent wave of attention economy that posits that cognition is a commodity that can be monetized. The analysis of both groups of channels found that Mexican ASMR creators display, more often than not, lower production quality, little knowledge of basic marketing concepts, as well as lower posting frequency than English-speaking videos when compared to their more popular international counterparts. These findings are discussed under the marketing concepts of reach, relevance, and resonance as well as the attention economy construct.]]></p></abstract>
<abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen Si bien el fenómeno de videos ASMR (siglas del inglés Autonomous Sensory Meridian Response) en YouTube ha tenido un aumento notable en México en los últimos años, los principales canales aún carecen de uso efectivo y continuo de estrategias y tácticas de marketing digital como se observa en los videos patrocinados, a diferencia de los canales más populares de otras latitudes, esencialmente angloparlantes. Mediante una revisión detallada en YouTube, este trabajo compara ambos materiales y argumenta que el mercado mexicano puede aprovechar las estrategias de marketing de sus contrapartes, con algunas modificaciones, para montarse a la economía de la atención, aquella en donde la cognición se plantea como un bien que puede ser monetizado. El análisis de ambos grupos de canales halló que, en general, aquellos perfiles administrados por creadores de ASMR mexicanos cuentan con menor calidad de producción, escaso conocimiento de conceptos básicos de marketing y menor frecuencia de publicación de videos en inglés, al contrario de los canales más populares a nivel internacional. En el texto se discuten estos hallazgos a la luz de los conceptos de marketing relativos al alcance, relevancia y resonancia, así como del constructo de la economía de la atención.]]></p></abstract>
<kwd-group>
<kwd lng="en"><![CDATA[ASMR]]></kwd>
<kwd lng="en"><![CDATA[Mexican ASMR]]></kwd>
<kwd lng="en"><![CDATA[Digital Marketing]]></kwd>
<kwd lng="en"><![CDATA[Attention Economy]]></kwd>
<kwd lng="es"><![CDATA[ASMR]]></kwd>
<kwd lng="es"><![CDATA[ASMR México]]></kwd>
<kwd lng="es"><![CDATA[marketing digital]]></kwd>
<kwd lng="es"><![CDATA[economía de la atención]]></kwd>
</kwd-group>
</article-meta>
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