Youtube as a New Means of Marketing Communication
This paper discusses a new trend in marketing communication represented by a new generation of YouTubers. The target group, young people aged 12-16, is absorbed in following the YouTubers who set the trends in shopping; not only what one should buy but also when. There is often some kind of cooperat...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
University of Žilina
2017-04-01
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| Series: | Communications |
| Subjects: | |
| Online Access: | https://komunikacie.uniza.sk/artkey/csl-201702-0028_youtube-as-a-new-means-of-marketing-communication.php |
| _version_ | 1797846862161510400 |
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| author | Lucie Sara Zavodna Jan Zavodny Pospisil |
| author_facet | Lucie Sara Zavodna Jan Zavodny Pospisil |
| author_sort | Lucie Sara Zavodna |
| collection | DOAJ |
| description | This paper discusses a new trend in marketing communication represented by a new generation of YouTubers. The target group, young people aged 12-16, is absorbed in following the YouTubers who set the trends in shopping; not only what one should buy but also when. There is often some kind of cooperation between the YouTubers and some of the well-known companies that provide sample bags with their products for the YouTubers for free. This paper analyzes the Czech YouTube environment, YouTube blogs from channels in English and the results of a questionnaire survey which was conducted on a sample of students who could be described as the Generation Y. |
| first_indexed | 2024-04-09T18:01:48Z |
| format | Article |
| id | doaj.art-ef844443e77b4fb6a739daa947c37f95 |
| institution | Directory Open Access Journal |
| issn | 1335-4205 2585-7878 |
| language | English |
| last_indexed | 2024-04-09T18:01:48Z |
| publishDate | 2017-04-01 |
| publisher | University of Žilina |
| record_format | Article |
| series | Communications |
| spelling | doaj.art-ef844443e77b4fb6a739daa947c37f952023-04-14T06:31:34ZengUniversity of ŽilinaCommunications1335-42052585-78782017-04-0119215916510.26552/com.C.2017.2.159-165csl-201702-0028Youtube as a New Means of Marketing CommunicationLucie Sara Zavodna0Jan Zavodny Pospisil1Department of Applied Economics, Philosophical Faculty, Palacky University in Olomouc, Czech RepublicDepartment of Applied Economics, Philosophical Faculty, Palacky University in Olomouc, Czech RepublicThis paper discusses a new trend in marketing communication represented by a new generation of YouTubers. The target group, young people aged 12-16, is absorbed in following the YouTubers who set the trends in shopping; not only what one should buy but also when. There is often some kind of cooperation between the YouTubers and some of the well-known companies that provide sample bags with their products for the YouTubers for free. This paper analyzes the Czech YouTube environment, YouTube blogs from channels in English and the results of a questionnaire survey which was conducted on a sample of students who could be described as the Generation Y.https://komunikacie.uniza.sk/artkey/csl-201702-0028_youtube-as-a-new-means-of-marketing-communication.phptrendsmarketing communicationyoutubeinternet |
| spellingShingle | Lucie Sara Zavodna Jan Zavodny Pospisil Youtube as a New Means of Marketing Communication Communications trends marketing communication youtube internet |
| title | Youtube as a New Means of Marketing Communication |
| title_full | Youtube as a New Means of Marketing Communication |
| title_fullStr | Youtube as a New Means of Marketing Communication |
| title_full_unstemmed | Youtube as a New Means of Marketing Communication |
| title_short | Youtube as a New Means of Marketing Communication |
| title_sort | youtube as a new means of marketing communication |
| topic | trends marketing communication youtube internet |
| url | https://komunikacie.uniza.sk/artkey/csl-201702-0028_youtube-as-a-new-means-of-marketing-communication.php |
| work_keys_str_mv | AT luciesarazavodna youtubeasanewmeansofmarketingcommunication AT janzavodnypospisil youtubeasanewmeansofmarketingcommunication |