Social Media in contemporary marketing: YouTube Advertising for the Guerrillas

Gupta, Harshita; Singh, Saumya

[journal article]

dc.contributor.author	Gupta, Harshita	de
dc.contributor.author	Singh, Saumya	de
dc.date.accessioned	2021-09-13T06:12:28Z
dc.date.available	2021-09-13T06:12:28Z
dc.date.issued	2017	de
dc.identifier.issn	0976-0911	de
dc.identifier.uri	https://www.ssoar.info/ssoar/handle/document/74796
dc.description.abstract	The guerrillas of the modern day marketing arena have been eyeing the innovative strategies to promote their products. They aim to grab the maximum attention with least amount the capital spent. This is what guerrilla marketing revolves around. YouTube has evolved as one such platform. It is being used as a powerful medium by the marketing managers to advertise their products on a world-wide stage by less spending. The paper throws light on the effectiveness of YouTube as a guerrilla strategy to know what attributes in a YouTube advertisement attracts the viewers to view and like it. Content analysis of fifty advertisements on YouTube of the consumer electronics segment has been done to know how the audience response to this new form of advertising platform.	de
dc.language	en	de
dc.subject.ddc	Publizistische Medien, Journalismus,Verlagswesen	de
dc.subject.ddc	News media, journalism, publishing	en
dc.subject.other	Guerrilla marketing; customer centric approach; YouTube; content analysis; advertisement appeals; consumer electronics	de
dc.title	Social Media in contemporary marketing: YouTube Advertising for the Guerrillas	de
dc.description.review	begutachtet (peer reviewed)	de
dc.description.review	peer reviewed	en
dc.source.journal	Media Watch
dc.source.volume	8	de
dc.publisher.country	MISC	de
dc.source.issue	3	de
dc.subject.classoz	Werbung, Public Relations, Öffentlichkeitsarbeit	de
dc.subject.classoz	Advertising, Public Relations	en
dc.rights.licence	Creative Commons - Namensnennung, Nicht kommerz., Keine Bearbeitung 4.0	de
dc.rights.licence	Creative Commons - Attribution-Noncommercial-No Derivative Works 4.0	en
internal.status	formal und inhaltlich fertig erschlossen	de
dc.type.stock	article	de
dc.type.document	Zeitschriftenartikel	de
dc.type.document	journal article	en
dc.source.pageinfo	413-422	de
internal.identifier.classoz	1080409
internal.identifier.journal	2041
internal.identifier.document	32
internal.identifier.ddc	070
dc.identifier.doi	https://doi.org/10.15655/mw/2017/v8i1/49145	de
dc.description.pubstatus	Veröffentlichungsversion	de
dc.description.pubstatus	Published Version	en
internal.identifier.licence	20
internal.identifier.pubstatus	1
internal.identifier.review	1
dc.subject.classhort	10800	de
internal.pdf.wellformed	true
internal.pdf.encrypted	false
ssoar.urn.registration	false	de

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Werbung, Public Relations, Öffentlichkeitsarbeit
Advertising, Public Relations

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