Success factors of airlines' YouTube videos

Kód výsledku v 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>

Výsledek na webu

<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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Jazyk výsledku

angličtina

Název v původním jazyce

Success factors of airlines' YouTube videos

Popis výsledku v původním jazyce

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&apos; 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.

Název v anglickém jazyce

Success factors of airlines' YouTube videos

Popis výsledku anglicky

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&apos; 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.

Druh

J_SC - Článek v periodiku v databázi SCOPUS

CEP obor

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OECD FORD obor

50204 - Business and management

Projekt

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Návaznosti

S - Specificky vyzkum na vysokych skolach

Rok uplatnění

2021

Kód důvěrnosti údajů

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

Název periodika

e-Review of Tourism Research

ISSN

1941-5842

e-ISSN

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Svazek periodika

18

Číslo periodika v rámci svazku

4

Stát vydavatele periodika

US - Spojené státy americké

Počet stran výsledku

20

Strana od-do

591-610

Kód UT WoS článku

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EID výsledku v databázi Scopus

2-s2.0-85109115276