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Book Cover
Author Shaheen Hosany, Asheeabee R., author

Title Welcome to Ryan's World / Asheeabee R. Shaheen Hosany, Justin O'Brien
Published London : SAGE Publications: SAGE Business Cases Originals, 2021


Description 1 online resource
Series SAGE Business Cases
SAGE Business Cases
Summary The evolution of Ryan "Kaji" (real last name Guan) is captured in this case study as he develops from vlogger to influencer. Ryan had his humble beginnings in 2015, at 3 years old, when he complained to his mother Loann about his non-existent YouTube profile. Loann then uploaded Ryan's first, amateurish toy unboxing video on YouTube. By the time Ryan was eight (2020), he had featured in the Forbes Top Ten List of Highest YouTube Income Earners 3 years in a row. This armchair case follows the Kaji family story, as a mother's hobby progressed to become a multi-million-dollar commercial empire. Growing fast, Ryan's World diversified into multiple YouTube channels and product categories, created its own merchandise, crossed borders, and successfully collaborated with major brands. Along the way, the Ryan brand faced criticisms, including his perceived negative influence on child consumers and allegations of deceptive advertising. The case study encourages readers to ponder on why brand Ryan is so attractive, addictive, and prompts children around the world to emulate him. This case looks at the portrayal of a child, who literally has access to the entire toyshop, and encourages students to explore the concepts of influencer marketing, vlogging, and embedded advertising. Additionally, it further solicits readers to consider some contemporary ethical issues in the contentious child consumer space. This case study combines secondary data with the lead author's extensive research on the behavior of children as consumers, and exposure to Ryan from a parent's perspective. It is designed for use in marketing, consumer behavior, and entrepreneurship modules at both undergraduate and post graduate levels
Bibliography Includes bibliographical references and index
Notes Description based on XML content
Subject Kaji, Ryan, 2011-
Child consumers -- Case studies
Advertising and children.
Advertising and children.
Child consumers.
Genre/Form Case studies.
Form Electronic book
Author O'Brien, Justin, author
ISBN 9781529759082