Youtube as a new means of marketing communication

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F61989592%3A15210%2F17%3A73578204" target="_blank" >RIV/61989592:15210/17:73578204 - isvavai.cz</a>

Výsledek na webu

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DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

Youtube as a new means of marketing communication

Popis výsledku v původním jazyce

This paper discusses a new trend in marketing communication represented by a new generation of YouTubers. The target group, young people aged 12-16, is absorbed in following the YouTubers who set the trends in shopping; not only what one should buy but also when. There is often some kind of cooperation between the YouTubers and some of the well-known companies that provide sample bags with their products for the YouTubers for free. This paper analyzes the Czech YouTube environment, YouTube blogs from channels in English and the results of a questionnaire survey which was conducted on a sample of students who could be described as the Generation Y.

Název v anglickém jazyce

Youtube as a new means of marketing communication

Popis výsledku anglicky

This paper discusses a new trend in marketing communication represented by a new generation of YouTubers. The target group, young people aged 12-16, is absorbed in following the YouTubers who set the trends in shopping; not only what one should buy but also when. There is often some kind of cooperation between the YouTubers and some of the well-known companies that provide sample bags with their products for the YouTubers for free. This paper analyzes the Czech YouTube environment, YouTube blogs from channels in English and the results of a questionnaire survey which was conducted on a sample of students who could be described as the Generation Y.

Druh

J_SC - Článek v periodiku v databázi SCOPUS

CEP obor

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OECD FORD obor

50202 - Applied Economics, Econometrics

Projekt

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Návaznosti

S - Specificky vyzkum na vysokych skolach

Rok uplatnění

2017

Kód důvěrnosti údajů

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

Název periodika

Communications

ISSN

1335-4205

e-ISSN

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Svazek periodika

19

Číslo periodika v rámci svazku

02/2017

Stát vydavatele periodika

SK - Slovenská republika

Počet stran výsledku

7

Strana od-do

159-165

Kód UT WoS článku

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EID výsledku v databázi Scopus

2-s2.0-85039441898