Youtube in Airlines Marketing

Kód výsledku v 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>

Výsledek na webu

<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

—

Jazyk výsledku

angličtina

Název v původním jazyce

Youtube in Airlines Marketing

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

Youtube in Airlines Marketing

Popis výsledku anglicky

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.

Druh

D - Stať ve sborníku

CEP obor

—

OECD FORD obor

50902 - Social sciences, interdisciplinary

Projekt

—

Návaznosti

S - Specificky vyzkum na vysokych skolach

Rok uplatnění

2018

Kód důvěrnosti údajů

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

Název statě ve sborníku

Hradec economic days 2018

ISBN

978-80-7435-701-5

ISSN

2464-6059

e-ISSN

2464-6067

Počet stran výsledku

13

Strana od-do

514-526

Název nakladatele

Gaudeamus

Místo vydání

Hradec Králové

Místo konání akce

Hradec Králové

Datum konání akce

30. 1. 2018

Typ akce podle státní příslušnosti

WRD - Celosvětová akce

Kód UT WoS článku

000449443600050