The potentials of YouTube as a marketing strategy: A qualitative study concerning the genre of product review videos on YouTube
Author
Mogensen, Stine Møgelvang
Term
4. term
Publication year
2014
Abstract
This thesis examines the potentials of YouTube as a marketing strategy in a media environment saturated with advertising and fragmented attention. Building on the shift from traditional channels and classic celebrity endorsements to online platforms and collaborations with popular YouTubers, it asks how YouTube’s genre conventions and content formats can be leveraged by firms. The study adopts a qualitative design and applies a six-stage thematic analysis to transcribed YouTube videos, grounded in genre theory and marketing theory. Data consist of illustrative videos featuring brand content and/or collaborations between companies and creators. The analysis focuses on recurring devices such as introductions and outros, product presentation, description and demonstration, camera use, product handling, music/sound, interaction with viewers, special effects, personal opinion, body language/facial expressions, and humor. The provided excerpt does not include final findings, but the thesis aims to map key features of effective YouTube formats and discuss how they can translate into greater brand visibility and audience engagement.
Denne afhandling undersøger, hvilke potentialer YouTube rummer som marketingstrategi i en medievirkelighed præget af reklame-støj og fragmenteret opmærksomhed. Med udgangspunkt i skiftet fra traditionelle kanaler og klassisk celebrity-endorsement til online platforme og samarbejder med populære youtubere, formuleres et forskningsspørgsmål om, hvordan YouTubes særlige genrekonventioner og indholdsformater kan udnyttes af virksomheder. Studiet anlægger en kvalitativ tilgang og anvender tematisk analyse i seks faser af transskriberede YouTube-videoer, forankret i genreteori og marketingteori. Data indsamles som eksemplariske videoer med brandindhold og/eller samarbejder mellem virksomheder og youtubere. Analysen retter sig mod tilbagevendende virkemidler som introduktion og outro, produktpræsentation, -beskrivelse og -demonstration, kamerabrug, produkthåndtering, musik/lyd, interaktion med seere, special effects, personlig vurdering, kropssprog/mimik og humor. Uddraget rummer ikke de endelige resultater, men afhandlingen tilsigter at kortlægge centrale kendetegn ved succesfulde YouTube-formater og diskutere, hvordan disse kan omsættes til øget synlighed og engagement for brands.
[This apstract has been generated with the help of AI directly from the project full text]
Keywords