Corporate YouTube practices of Eurozone companies
نویسندگان
چکیده
The aim of this paper is to analyse whether the Eurozone companies use Youtube, the main purposes of its usage, their activity and online practices, as well as the factors influencing both channel ́s activity and visibility of the uploaded videos. Our study shows that 44% of the explored companies have an official Youtube channel, mostly used for promotional and marketing purposes, with an average of 1,632 subscribers, 95 uploaded videos, and over 2,190,000 video views. It was found that the size of the company and its country of origin determine the activity of Youtube channels, while the number of subscribers to the channel, its activity and the size of the company are the factors influencing visibility.
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ورودعنوان ژورنال:
- Online Information Review
دوره 38 شماره
صفحات -
تاریخ انتشار 2014