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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

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

  • Czech description

Classification

  • Type

    D - Article in proceedings

  • CEP classification

  • OECD FORD branch

    50902 - Social sciences, interdisciplinary

Result continuities

  • Project

  • 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