Multimedia tool as a predictor for social media advertising- a YouTube way

Multimedia tool as a predictor for social media advertising- a YouTube way Multimedia has embraced the marketing industry with its innovative tools. Advertising as a part of marketing is not an exception. Social media is one of its tools which is growing with an accelerating speed and facilitating meaningful participation. YouTube is the second largest search engine after Google and is considered to leverage its features to provide nothing but the best to its users. Marketers of beauty products have also realized its potential and are using YouTube as a powerful marketing tool. The paper attempts to evaluate importance of YouTube as a multimedia tool. Content analysis of hundred YouTube advertisements of the beauty segment has been done to identify their critical success factors like Audio content (sound saturation, background music, loud and fast music, sound effects), Visual Category (No. of cuts, visual effects, intense imagery, slow motion, bold/ unusual colours), Content category (acted out, unexpected format, surprise ending), Message Appeals (Rational, Fear, Social, Youth, Statistics, Bandwagon and Celebrity Appeal) and viewers’ response through the number of views and likes. Accordingly, a framework has been proposed that may be useful for the managers who develop promotional strategies for the organizations. AIDA model has been used to validate the framework. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Multimedia Tools and Applications Springer Journals

Multimedia tool as a predictor for social media advertising- a YouTube way

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Publisher
Springer US
Copyright
Copyright © 2016 by Springer Science+Business Media New York
Subject
Computer Science; Multimedia Information Systems; Computer Communication Networks; Data Structures, Cryptology and Information Theory; Special Purpose and Application-Based Systems
ISSN
1380-7501
eISSN
1573-7721
D.O.I.
10.1007/s11042-016-4249-6
Publisher site
See Article on Publisher Site

Abstract

Multimedia has embraced the marketing industry with its innovative tools. Advertising as a part of marketing is not an exception. Social media is one of its tools which is growing with an accelerating speed and facilitating meaningful participation. YouTube is the second largest search engine after Google and is considered to leverage its features to provide nothing but the best to its users. Marketers of beauty products have also realized its potential and are using YouTube as a powerful marketing tool. The paper attempts to evaluate importance of YouTube as a multimedia tool. Content analysis of hundred YouTube advertisements of the beauty segment has been done to identify their critical success factors like Audio content (sound saturation, background music, loud and fast music, sound effects), Visual Category (No. of cuts, visual effects, intense imagery, slow motion, bold/ unusual colours), Content category (acted out, unexpected format, surprise ending), Message Appeals (Rational, Fear, Social, Youth, Statistics, Bandwagon and Celebrity Appeal) and viewers’ response through the number of views and likes. Accordingly, a framework has been proposed that may be useful for the managers who develop promotional strategies for the organizations. AIDA model has been used to validate the framework.

Journal

Multimedia Tools and ApplicationsSpringer Journals

Published: Dec 16, 2016

References

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