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

Loading next page...
 
/lp/springer_journal/multimedia-tool-as-a-predictor-for-social-media-advertising-a-youtube-ihleKepmML
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

References

You’re reading a free preview. Subscribe to read the entire article.


DeepDyve is your
personal research library

It’s your single place to instantly
discover and read the research
that matters to you.

Enjoy affordable access to
over 12 million articles from more than
10,000 peer-reviewed journals.

All for just $49/month

Explore the DeepDyve Library

Unlimited reading

Read as many articles as you need. Full articles with original layout, charts and figures. Read online, from anywhere.

Stay up to date

Keep up with your field with Personalized Recommendations and Follow Journals to get automatic updates.

Organize your research

It’s easy to organize your research with our built-in tools.

Your journals are on DeepDyve

Read from thousands of the leading scholarly journals from SpringerNature, Elsevier, Wiley-Blackwell, Oxford University Press and more.

All the latest content is available, no embargo periods.

See the journals in your area

Monthly Plan

  • Read unlimited articles
  • Personalized recommendations
  • No expiration
  • Print 20 pages per month
  • 20% off on PDF purchases
  • Organize your research
  • Get updates on your journals and topic searches

$49/month

Start Free Trial

14-day Free Trial

Best Deal — 39% off

Annual Plan

  • All the features of the Professional Plan, but for 39% off!
  • Billed annually
  • No expiration
  • For the normal price of 10 articles elsewhere, you get one full year of unlimited access to articles.

$588

$360/year

billed annually
Start Free Trial

14-day Free Trial