Exploring Youtube Marketing Communication Among 200 Leading National Advertisers

Document Type

Article

Publication Date

1-1-2020

Abstract

This study is designed to explore how 200 leading national advertisers use Youtube.com as their communication tool. Content analysis was utilized for exploring current YouTube marketing communications. The names of the 200 leading national advertisers in 2018, listed by Adage, were key word searched in the YouTube’s search engine, and the first ten YouTube videos were selected for analyses. Video sources, video types (User generated content vs. Professionally generated content), message tones (pros vs. cons), and message appeals (rational / humor/ fear / sensuality / bandwagon) were typologized in order to examine marketing communication via YouTube. In addition, characteristics of the YouTube marketing will be examined based on industry types of 200 leading national advertisers. This study provided insight into usage of the YouTube marketing communication among the 200 national leading national advertisers and managerial implications.

Publication Title

Journal of Promotion Management

Volume

27

Issue

4

First Page

487

Last Page

502

Digital Object Identifier (DOI)

10.1080/10496491.2020.1851845

ISSN

10496491

E-ISSN

15407594

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