YouTube Service in Marketing Communication of the Organisation - Benefits and Restrictions Cover Image

Serwis YouTube w komunikacji marketingowej organizacji – korzyści i ograniczenia
YouTube Service in Marketing Communication of the Organisation - Benefits and Restrictions

Author(s): Joanna Wyrwisz, Bartosz Żydek
Subject(s): Media studies, Social Informatics, Marketing / Advertising
Published by: Instytut Badań Rynku, Konsumpcji i Koniunktur
Keywords: YouTube; social media; marketing communications;

Summary/Abstract: The purpose of the article is to show the YouTube service as an important channel of marketing communication of any organisation with its milieu. Social media in our times constitute the essential tool of interaction with customers in the target markets. Thanks to their peculiar functionalities they provide an effective way for passing information about the company and its offer, they can create image as well as build relations. Referring to the established purpose of the article the following thesis was proposed: under the conditions of digitisation of the organisation communication with its environment, the YouTube service is an effective marketing tool of the enterprise, in particular in creating interactions with customers. The article presents the research approach based on literature studies and empirical examinations. Characteristics of the YouTube service, the specificity of using relating to other community media and its strengths and weaknesses were included. Based on empirical examinations conducted with the use of diagnostic survey, the appraisal of attraction of using the YouTube service by enterprises for communication was made. Findings allow to state that frequent activities of the enterprise in the YouTube service support building up the community and creating interaction with customers. An essential interest of customers in company channels was observed in this service. Some significant attributes that a company channel should have were indicated.

  • Issue Year: 362/2016
  • Issue No: 3
  • Page Range: 413-424
  • Page Count: 12
  • Language: Polish