Youtube in Airlines Marketing
The result's identifiers
Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F62690094%3A18450%2F18%3A50013473" target="_blank" >RIV/62690094:18450/18:50013473 - isvavai.cz</a>
Result on the web
<a href="https://uni.uhk.cz/hed/site/assets/files/1072/proceedings_2018_2.pdf" target="_blank" >https://uni.uhk.cz/hed/site/assets/files/1072/proceedings_2018_2.pdf</a>
DOI - Digital Object Identifier
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Alternative languages
Result language
angličtina
Original language name
Youtube in Airlines Marketing
Original language description
This research was motivated by growing significance of social media in the field of tourism marketing. Its aim was to find out and by using various metrics comparatively describe the way YouTube is used by airlines and compare YouTube channels of full service carriers (FSCs) and those of low-cost carriers (LCCs). Particular attention was paid to finding reasons why airlines YouTube channels are successful. It was decided to assess the top five FSCs and the top five LCCs according to the number of video views and the top eight airlines ranked by IATA based on the number of transported passengers. The comparison showed that FSCs build their YouTube channels more systematically, they offer a wider range of video topics and often sort out topics of their videos in a more detailed way. Significant metrics of YouTube channels show that FSCs surpass LCCs in many ways. With respect to the dominant position of YouTube regarding the number of visits to the site, it is possible to expect that airlines will further develop its usage, including investments into creating videos both emotionally motivating and featuring celebrities.
Czech name
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Czech description
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Classification
Type
D - Article in proceedings
CEP classification
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OECD FORD branch
50902 - Social sciences, interdisciplinary
Result continuities
Project
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Continuities
S - Specificky vyzkum na vysokych skolach
Others
Publication year
2018
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Data specific for result type
Article name in the collection
Hradec economic days 2018
ISBN
978-80-7435-701-5
ISSN
2464-6059
e-ISSN
2464-6067
Number of pages
13
Pages from-to
514-526
Publisher name
Gaudeamus
Place of publication
Hradec Králové
Event location
Hradec Králové
Event date
Jan 30, 2018
Type of event by nationality
WRD - Celosvětová akce
UT code for WoS article
000449443600050