Abstract
This study looked at the reasons why viewers choose specific content based on YouTube among media platforms from the perspective of grounded theory. Through this, practical implications were presented from the marketing perspective of YouTube creators and companies by examining the determinants of YouTube selection by young people and middle-aged people. For the research procedure and data collection method, an in-depth interview was conducted with 15 study participants based on the grounded theory methods of open coding, axis coding, and selective coding proposed by Strauss and Corbin (1998). As a result of the main study, it was possible to understand that the determinant of the study participants' choice of YouTube content resulted in the 'craving for quasi-social interaction'. Causal conditions, contextual conditions, and interventional conditions are presented. Furthermore, based on the main results of this study, conclusions, limitations, and future research tasks are presented.
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