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Multimedia tool as a predictor for social media advertising- a YouTube way

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Abstract

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.

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Authors and Affiliations

  1. Department of Management Studies, IIT (ISM), Dhanbad, Jharkhand, 826004, India

    Harshita Gupta, Saumya Singh & Priyanka Sinha

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  1. Harshita Gupta
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  2. Saumya Singh
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  3. Priyanka Sinha
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Correspondence to Harshita Gupta.

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Gupta, H., Singh, S. & Sinha, P. Multimedia tool as a predictor for social media advertising- a YouTube way. Multimed Tools Appl 76, 18557–18568 (2017). https://doi.org/10.1007/s11042-016-4249-6

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  • DOI: https://doi.org/10.1007/s11042-016-4249-6

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