Success factors of airlines' YouTube videos

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F62690094%3A18450%2F21%3A50018033" target="_blank" >RIV/62690094:18450/21:50018033 - isvavai.cz</a>
Result on the web
<a href="https://journals.tdl.org/ertr/index.php/ertr/article/view/465/242" target="_blank" >https://journals.tdl.org/ertr/index.php/ertr/article/view/465/242</a>
DOI - Digital Object Identifier
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Result language
angličtina
Original language name
Success factors of airlines' YouTube videos
Original language description
Social media are changing the way that people consume, share, communicate and create content and thus have an important influence on tourism marketing. This paper aims to find which factors are increasing the probability of airlines' videos going viral. The analysis was done on the most successful YouTube airline accounts, which were selected by social media analytical software Socialbakers. IBM SPSS Statistics was used to analyse which factors increase the probability of airline videos going viral. The analysis was done for the ten most successful YouTube airline accounts. A correlation was found between the video length and the number of interactions per 1000 subscribers, and the optimal length of airline video to get the most user interactions.
Czech name
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Czech description
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Type
J<sub>SC</sub> - Article in a specialist periodical, which is included in the SCOPUS database
CEP classification
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OECD FORD branch
50204 - Business and management

Publication year
2021
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

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