Social network sites and competition: a tale of YouTube, 2005–2015

IF 0.5 Q4 BUSINESS
Md Tarique Newaz
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引用次数: 0

Abstract

Purpose The purpose of this study is to document and analyze the success story of YouTube as a social network site in a competitive market, offering important academic and managerial implications. Design/methodology/approach Historical methods were used for investigation. This study applies the Resource-Advantage theory to identify key events in the history of YouTube from archival documents and evaluates and synthesizes the evidence to recount the channel’s evolution. Findings YouTube faced challenges from competitors across various industries since its launch. It has used its global user base and technological skills to develop innovative market offerings for users, contributors and marketers. YouTube built long-term relationships with stakeholders, continuously adapted to external changes and initiated internal alignments to compete in multiple industries. Over time, despite several changes in the competitive landscape, YouTube has grown into a successful media firm, competing across traditional broadcasting, gaming, live TV streaming and SNS industries. It is an exciting tale in the history of social networking. Originality/value This study significantly contributes to the marketing history of social network sites and platform-specific scholarship by applying the Resource-Advantage theory to document the evolution of YouTube.
社交网站与竞争:YouTube的故事,2005-2015
本研究的目的是记录和分析YouTube作为社交网站在竞争激烈的市场中的成功故事,提供重要的学术和管理意义。设计/方法/方法采用历史方法进行调查。本研究运用资源优势理论,从档案文件中找出YouTube历史上的关键事件,并评估和综合证据来叙述该频道的演变。自推出以来,YouTube面临着来自各行各业竞争对手的挑战。它利用其全球用户基础和技术技能,为用户、贡献者和营销人员开发创新的市场产品。YouTube与利益相关者建立了长期关系,不断适应外部变化,并发起内部结盟,以在多个行业竞争。随着时间的推移,尽管竞争格局发生了一些变化,但YouTube已经成长为一家成功的媒体公司,在传统广播、游戏、直播电视流媒体和社交媒体行业展开竞争。这是社交网络历史上一个激动人心的故事。本研究通过运用资源优势理论来记录YouTube的演变,对社交网站的营销历史和平台特定学术有重要贡献。
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来源期刊
CiteScore
0.90
自引率
33.30%
发文量
15
期刊介绍: Launched in 2009, Journal of Historical Research in Marketing is the only quarterly, peer-reviewed journal publishing high quality, original, academic research that focuses entirely on marketing history and the history of marketing thought. Pedagogical and historiographical / methodological essays are also welcome as long as they are grounded in a marketing and historical context. The essence of an historical perspective is a thorough, systematic, critical awareness of the changes (or continuity) in events over time and of the context in which change or continuity occurs. In addition to regular full length research articles, the Journal occasionally features material under the following sections. Explorations & Insights includes invited commentaries about marketing history and the history of marketing thought. These tend to be shorter (three to six thousand words) than the full articles that run in each issue. Sources of Historical Research in Marketing includes short essays introducing unexplored and novel archives and other primary historical resources, their contents and relevance to marketing history. Archivists or library professionals who believe their collections might be of interest to marketing historians are invited to submit essays to contribute to this section. JHRM also invites historical review essays that focus on historically important marketing books under the section Forgotten Classics. Examples of these historical reviews can be found in past issues of the Journal and those suggest an approach for potential submissions. Authors are advised to check with the editor about the suitability of a book title before submitting a Forgotten Classics review for consideration.
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