As a human analysis of such large-scale videos is difficult, we use a novel approach to analyze Youtube videos. We use machine learning to analyze over 3,771 videos on YFK and categorize the selling intent as implicit vs. explicit for a granular understanding of persuasion techniques. We also conduct network analysis to find common products/brands mentioned in these videos. Our investigation reveals that many popular kids' channels exhibit selling intent mostly without any disclosure. This finding is a matter of concern, not only for parents but also for many regulatory agencies that are responsible for shielding kids from harmful commercials.
Sumeet Kumar is an Assistant Professor of Information Systems at the Indian School of Business (ISB). He studies problems at the intersection of technology and society. He is interested in analysing user behaviour, quantifying polarisation on online forums , and finding advertisements disguised as regular content on online platforms. His current focus is on identifying implicit or hidden advertisements in videos posted on children’s platforms such as YouTube Kids.
Additionally, Professor Kumar has conducted research in software design and development, with particular emphasis on user experience. He has investigated the use of mobile phone sensors during emergencies to improve situational awareness. His study on the Wireless Emergency Alerts (WEA) service in the United States addressed several issues of critical importance to emergency alerts effectiveness and adoption. Notably, some of his research recommendations was included in the US Federal Communications Commission (FCC) proposed changes to WEA.
He completed his undergraduate education at Indian Institute of Technology (IIT) Kanpur. He holds two Master’s degrees—in Software Engineering and in Machine Learning--both from Carnegie Mellon University, where he also earned his doctorate degree.
Vandith Pamuru is an Assistant Professor of Information Systems at the Indian School of Business (ISB). His primary research interests lie in the areas of user engagement on online platforms and incentives design, particularly in the context of emerging technologies. His work has been presented at several academic conferences including ICIS, WISE, SCECR, CIST, POMS, DSI, and WITS, where he also received the Best Paper runner-up award.
Professor Pamuru received his PhD in Management Information Systems and a Master’s in Economics from Purdue University, and completed his undergraduate degree in Information Systems from Birla Institute of Technology & Science (BITS) Pilani. Prior to his doctoral studies, he gained extensive industry experience in user experience design and product management.
Professor Deepa Mani is Professor of Information Systems and the Deputy Dean of Academic Programmes & Digital Learning at the Indian School of Business. Deepa’s research interests are at the intersection of technology, organisation, and society. She has demonstrated significant thought leadership on the business and policy implications of technological innovations and investments. Her research articles have been published in leading academic journals and extensively featured in refereed conference proceedings, edited book chapters, and popular media outlets. Deepa serves as a Senior Editor at Information Systems Research. Deepa’s research has also had widespread impact on business practice and policy. In recognition of her impact, she was awarded the prestigious INFORMS Information Systems Society (ISS) Practical Impacts Award in 2022.
Deepa has been appointed to serve on several expert committees of the Central and State governments to provide guidance on policies for the digital economy, digital interventions in key sectors, and catalyse grassroot impacts using technology. She also extensively coaches organizations, keynotes corporate leadership events, and conducts executive education in the areas of digital business models, digital transformation and technology product management.
Deepa completed her undergraduate education at St. Stephen’s College, Delhi University, Masters in Information Systems from Carnegie Mellon University, Pennsylvania, and her doctorate in Information Systems from the University of Texas, Austin.
