YouTube as an airlines marketing tool

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F62690094%3A18450%2F18%3A50014524" target="_blank" >RIV/62690094:18450/18:50014524 - isvavai.cz</a>

Result on the web

<a href="https://content.sciendo.com/view/journals/cjot/7/1/article-p45.xml" target="_blank" >https://content.sciendo.com/view/journals/cjot/7/1/article-p45.xml</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.1515/cjot-2018-0003" target="_blank" >10.1515/cjot-2018-0003</a>

Result language

angličtina

Original language name

YouTube as an airlines marketing tool

Original language description

Multimedia communication through social media has been experiencing constantly growing significance in the field of airline marketing. The aim of the research presented in this paper was to find out and, with the help of both qualitative and quantitative analyses, describe the way YouTube is used by airlines. The research was conducted in the form of a comparative study with the objective of identifying the difference between YouTube performance of full-service carriers (FSCs) and low-cost carriers (LCCs). The intention was to identify which factors influence the effectiveness of airline marketing conducted via YouTube an as well as the way in which they do it. Analysis of selected data was facilitated by social media analytics tool SocialBakers, content analyses and a correlation analysis of YouTube metrics, selected on the base of previous research results. The research data were collected twice during the year 2017 in order to reflect changes over time. Research results showed that FSCs build their YouTube channels more systematically than LCCs. FSCs offer a substantially wider range of video topics and often sort out topics of their videos in a more detailed way. Regarding the basic metrics of YouTube channels (total number of views, number of subscribers), FSCs surpass LCCs significantly. One reason for their much higher rate of views is the fact that FSCs use celebrities more frequently, and frequently they offer high-quality impression/relationship airline presentation.

Czech name

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Czech description

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Type

J_ost - Miscellaneous article in a specialist periodical

CEP classification

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OECD FORD branch

50204 - Business and management

Project

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Continuities

S - Specificky vyzkum na vysokych skolach

Publication year

2018

Confidentiality

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Name of the periodical

Czech journal of tourism

ISSN

1805-3580

e-ISSN

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Volume of the periodical

7

Issue of the periodical within the volume

1

Country of publishing house

CZ - CZECH REPUBLIC

Number of pages

25

Pages from-to

45-69

UT code for WoS article

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EID of the result in the Scopus database

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