Strategic analysis of YouTube as a digital platform and audiovisual business model
Authorship
J.G.G.
Master's Degree in Business Administration (L)
J.G.G.
Master's Degree in Business Administration (L)
Defense date
02.19.2026 16:00
02.19.2026 16:00
Summary
This Master's thesis analyzes the business strategy of YouTube, one of the most influential global platforms in the digital environment. To carry out this analysis, we studied how the company's business model has evolved over the years, along with the internal and external factors that have allowed it to adapt in a global context characterized by the struggle for users’ attention. To this end, we first review the company's origins and historical development, from its beginnings as a simple website for uploading videos to its current status as one of the most influential companies in the world. Studying its evolution over the years helps us understand the company today, as well as the different phases it has gone through and the solutions it has implemented to adapt. Following the historical study, an external analysis is carried out using the PESTEL framework and Porter’s Five Forces to identify the environmental factors that affect the company and the competitiveness of the sector. In addition to the external analysis, an internal analysis of YouTube is conducted to examine the company’s resources, capabilities, and value chain. The competitive ecosystem is also studied, with TikTok, Twitch, and Instagram standing out as key rivals, forcing YouTube to diversify its formats and adapt to new market trends. Next, the business model and different sources of revenue are explored in depth, including advertising as the main source, among others. Furthermore, a SWOT analysis is developed to examine the challenges and opportunities the company faces in order to improve its value proposition and remain one of the most influential audiovisual platforms globally. To conclude the study, it is determined that YouTube’s main global advantage lies in its capacity for innovation, supported by a strong technological infrastructure that enables it to adapt quickly to user trends and maintain a leading position against its main competitors.
This Master's thesis analyzes the business strategy of YouTube, one of the most influential global platforms in the digital environment. To carry out this analysis, we studied how the company's business model has evolved over the years, along with the internal and external factors that have allowed it to adapt in a global context characterized by the struggle for users’ attention. To this end, we first review the company's origins and historical development, from its beginnings as a simple website for uploading videos to its current status as one of the most influential companies in the world. Studying its evolution over the years helps us understand the company today, as well as the different phases it has gone through and the solutions it has implemented to adapt. Following the historical study, an external analysis is carried out using the PESTEL framework and Porter’s Five Forces to identify the environmental factors that affect the company and the competitiveness of the sector. In addition to the external analysis, an internal analysis of YouTube is conducted to examine the company’s resources, capabilities, and value chain. The competitive ecosystem is also studied, with TikTok, Twitch, and Instagram standing out as key rivals, forcing YouTube to diversify its formats and adapt to new market trends. Next, the business model and different sources of revenue are explored in depth, including advertising as the main source, among others. Furthermore, a SWOT analysis is developed to examine the challenges and opportunities the company faces in order to improve its value proposition and remain one of the most influential audiovisual platforms globally. To conclude the study, it is determined that YouTube’s main global advantage lies in its capacity for innovation, supported by a strong technological infrastructure that enables it to adapt quickly to user trends and maintain a leading position against its main competitors.
Direction
LOPEZ LOPEZ, VICENTE ANGEL (Tutorships)
LOPEZ LOPEZ, VICENTE ANGEL (Tutorships)
Court
CASTRO GONZALEZ, SANDRA (Chairman)
GARCIA NOVO, FERNANDO (Secretary)
RIEIRO GARCIA, MANUEL (Member)
CASTRO GONZALEZ, SANDRA (Chairman)
GARCIA NOVO, FERNANDO (Secretary)
RIEIRO GARCIA, MANUEL (Member)
Credibility of sustainability in luxury brands: an analysis by subsectors and its effect on consumer trust
Authorship
J.D.J.S.
Master's Degree in Business Administration (L)
J.D.J.S.
Master's Degree in Business Administration (L)
Defense date
02.19.2026 16:30
02.19.2026 16:30
Summary
This master’s thesis explores how sustainability practices implemented by luxury brands influence consumer trust, and how this relationship impacts brand loyalty and credibility. In a global environment where sustainability is no longer a trend but a corporate imperative particularly among well informed and demanding consumers, luxury firms face the challenge of authentically communicating their sustainability efforts, avoiding perceptions of mere marketing strategies or greenwashing. The investigation is grounded in a comprehensive review of academic and industry literature to define key concepts such as sustainable luxury, authenticity perception, consumer trust, greenwashing, and purchase behavior. Building on this theoretical foundation, the study analyzes real-world cases from various luxury market sectors including fashion, automotive, jewelry, cosmetics, and hospitality to compare sustainable strategies and evaluate their effectiveness in building consumer trust and loyalty. Findings indicate that sustainability can indeed strengthen consumer trust when based on verifiable, transparent actions aligned with brand values. Conversely, a lack of transparency or exaggerated claims tends to trigger greenwashing perceptions, undermining credibility and weakening consumer relationships. Finally, the study offers strategic recommendations for luxury brands to design, communicate, and assess their sustainability initiatives in a way that is perceived as genuine, thereby reinforcing consumer trust and encouraging more conscious and loyal purchasing behavior.
This master’s thesis explores how sustainability practices implemented by luxury brands influence consumer trust, and how this relationship impacts brand loyalty and credibility. In a global environment where sustainability is no longer a trend but a corporate imperative particularly among well informed and demanding consumers, luxury firms face the challenge of authentically communicating their sustainability efforts, avoiding perceptions of mere marketing strategies or greenwashing. The investigation is grounded in a comprehensive review of academic and industry literature to define key concepts such as sustainable luxury, authenticity perception, consumer trust, greenwashing, and purchase behavior. Building on this theoretical foundation, the study analyzes real-world cases from various luxury market sectors including fashion, automotive, jewelry, cosmetics, and hospitality to compare sustainable strategies and evaluate their effectiveness in building consumer trust and loyalty. Findings indicate that sustainability can indeed strengthen consumer trust when based on verifiable, transparent actions aligned with brand values. Conversely, a lack of transparency or exaggerated claims tends to trigger greenwashing perceptions, undermining credibility and weakening consumer relationships. Finally, the study offers strategic recommendations for luxury brands to design, communicate, and assess their sustainability initiatives in a way that is perceived as genuine, thereby reinforcing consumer trust and encouraging more conscious and loyal purchasing behavior.
Direction
LOSADA PEREZ, FERNANDO (Tutorships)
LOSADA PEREZ, FERNANDO (Tutorships)
Court
CASTRO GONZALEZ, SANDRA (Chairman)
GARCIA NOVO, FERNANDO (Secretary)
RIEIRO GARCIA, MANUEL (Member)
CASTRO GONZALEZ, SANDRA (Chairman)
GARCIA NOVO, FERNANDO (Secretary)
RIEIRO GARCIA, MANUEL (Member)
Remote work and mental health: depression, anxiety and stress among employees of a business services company
Authorship
E.J.M.L.
Master's Degree in Business Administration (L)
E.J.M.L.
Master's Degree in Business Administration (L)
Defense date
02.19.2026 17:00
02.19.2026 17:00
Summary
Telework has become a common working arrangement in many service organizations, especially after the COVID-19 pandemic. However, its effect on mental health is not the same for everyone and cannot be understood simply as a value judgment. This Master's thesis examines how work modality (remote or on-site) relates to levels of depression, anxiety, and stress among employees of a business services company located in Lugo, Galicia, during 2025. The study follows a quantitative, descriptive, and cross-sectional approach, with a sample of 60 workers (30 on-site and 30 teleworkers). A sociodemographic questionnaire and the Depression, Anxiety and Stress Scale DASS-21, an instrument validated in Spanish-speaking populations, were used to collect data. The data were analyzed through descriptive statistics and group comparisons according to gender, age, and work modality, which allowed testing eight specific hypotheses. The results show that telework does not affect everyone in the same way. In men, remote work is associated with higher levels of anxiety, while in women, emotional distress appears with greater intensity in both telework and on-site settings. Age also marks important differences: in younger workers (18-39 years), no clear differences are observed between modalities, but in older workers, telework is linked to higher levels of anxiety and stress. In on-site work, older employees show higher levels of psychological distress than younger ones. Thus, the findings indicate that occupational mental health depends less on where people work and more on how demands, resources, and support are organized throughout their professional careers. The study provides useful evidence for more sensitive and tailored organizational management of people's psychological well-being.
Telework has become a common working arrangement in many service organizations, especially after the COVID-19 pandemic. However, its effect on mental health is not the same for everyone and cannot be understood simply as a value judgment. This Master's thesis examines how work modality (remote or on-site) relates to levels of depression, anxiety, and stress among employees of a business services company located in Lugo, Galicia, during 2025. The study follows a quantitative, descriptive, and cross-sectional approach, with a sample of 60 workers (30 on-site and 30 teleworkers). A sociodemographic questionnaire and the Depression, Anxiety and Stress Scale DASS-21, an instrument validated in Spanish-speaking populations, were used to collect data. The data were analyzed through descriptive statistics and group comparisons according to gender, age, and work modality, which allowed testing eight specific hypotheses. The results show that telework does not affect everyone in the same way. In men, remote work is associated with higher levels of anxiety, while in women, emotional distress appears with greater intensity in both telework and on-site settings. Age also marks important differences: in younger workers (18-39 years), no clear differences are observed between modalities, but in older workers, telework is linked to higher levels of anxiety and stress. In on-site work, older employees show higher levels of psychological distress than younger ones. Thus, the findings indicate that occupational mental health depends less on where people work and more on how demands, resources, and support are organized throughout their professional careers. The study provides useful evidence for more sensitive and tailored organizational management of people's psychological well-being.
Direction
LOPEZ CABARCOS, Mª ANGELES (Tutorships)
LOPEZ CABARCOS, Mª ANGELES (Tutorships)
Court
CASTRO GONZALEZ, SANDRA (Chairman)
GARCIA NOVO, FERNANDO (Secretary)
RIEIRO GARCIA, MANUEL (Member)
CASTRO GONZALEZ, SANDRA (Chairman)
GARCIA NOVO, FERNANDO (Secretary)
RIEIRO GARCIA, MANUEL (Member)
Workplace cyberbullying: A bibliometric analysis
Authorship
D.P.O.
Master's Degree in Business Administration (L)
D.P.O.
Master's Degree in Business Administration (L)
Defense date
02.19.2026 17:30
02.19.2026 17:30
Summary
People are the most important resource that companies have, and therefore their well-being in the workplace is essential. Psychological cyberbullying in the workplace creates an environment that is not conducive to such well-being, and can affect numerous variables that impact both workers and companies. For this reason, workplace cyberbullying (WCB) is a crucial variable in this regard, as it puts workers in a situation of stress, leading to intentions to leave and burnout, which are negative aspects for the performance of their tasks. This study analyzed the phenomenon of cyberbullying through a bibliometric study to delve deeper into this area of research. To this end, a refined sample of articles (N=138) was used. The results indicate that stress, job dissatisfaction, and burnout are the main consequences for individuals, while poorer performance and reduced creativity are the main organizational consequences. Gender is a variable that has yielded diverse results and therefore requires further research. The behavior of the witness to cyberbullying and the form of intervention have also proved relevant. Finally, research linking artificial intelligence (AI) to cyberbullying at work is virtually non-existent, making it a powerful line of future research. Therefore, this paper contributes to understandingthe current state of research on cyberbullying, as well as possible future lines of research in the field.
People are the most important resource that companies have, and therefore their well-being in the workplace is essential. Psychological cyberbullying in the workplace creates an environment that is not conducive to such well-being, and can affect numerous variables that impact both workers and companies. For this reason, workplace cyberbullying (WCB) is a crucial variable in this regard, as it puts workers in a situation of stress, leading to intentions to leave and burnout, which are negative aspects for the performance of their tasks. This study analyzed the phenomenon of cyberbullying through a bibliometric study to delve deeper into this area of research. To this end, a refined sample of articles (N=138) was used. The results indicate that stress, job dissatisfaction, and burnout are the main consequences for individuals, while poorer performance and reduced creativity are the main organizational consequences. Gender is a variable that has yielded diverse results and therefore requires further research. The behavior of the witness to cyberbullying and the form of intervention have also proved relevant. Finally, research linking artificial intelligence (AI) to cyberbullying at work is virtually non-existent, making it a powerful line of future research. Therefore, this paper contributes to understandingthe current state of research on cyberbullying, as well as possible future lines of research in the field.
Direction
VAZQUEZ RODRIGUEZ, PAULA (Tutorships)
VAZQUEZ RODRIGUEZ, PAULA (Tutorships)
Court
CASTRO GONZALEZ, SANDRA (Chairman)
GARCIA NOVO, FERNANDO (Secretary)
RIEIRO GARCIA, MANUEL (Member)
CASTRO GONZALEZ, SANDRA (Chairman)
GARCIA NOVO, FERNANDO (Secretary)
RIEIRO GARCIA, MANUEL (Member)