Firm-created content on YouTube for product promotion - A thematic analysis for menstrual cup.

Q3 Health Professions

Health Marketing Quarterly Pub Date : 2024-07-01 Epub Date: 2024-05-14 DOI:10.1080/07359683.2024.2352189

Anupama Chirag Dave, Priyanka Behrani

引用次数: 0

Abstract

Mensuration cup is a mensural hygiene product about which people are less aware. Despite having many advantages there hasn't been much uptake. Research suggests that this is because of less accessible information. To overcome this, menstrual cup brands are creating several firm-created contents on YouTube. This study aimed at understanding and classifying the type of information available in 27 firm-created content about menstrual cup. The thematic analysis resulted in three themes Speaker & Language, Content presented, Type of information shared, contributing to the identification of promotional gaps, to be used by brands in building perspective towards menstrual cup.

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企业在 YouTube 上制作的产品推广内容--对月经杯的专题分析。

口杯是一种人们不太了解的口腔卫生产品。尽管它有很多优点，但使用率并不高。研究表明，这是因为人们获取的信息较少。为了克服这一问题，月经杯品牌在 YouTube 上创建了一些公司内容。本研究旨在了解 27 个公司制作的月经杯内容中的信息类型，并对其进行分类。专题分析得出了三个主题：演讲者和语言、展示的内容、分享的信息类型，有助于找出宣传差距，供品牌在建立对月经杯的看法时使用。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Health Marketing Quarterly Health Professions-Health Professions (all)

CiteScore

2.10

自引率

0.00%

发文量

期刊介绍： Health Marketing Quarterly is directed at academicians and practitioners who are concerned with the concepts, practice, and research of health care marketing in today"s complex environment. The journal addresses important contemporary issues in the use of marketing by health care organizations like hospitals, individual practitioners, and public health care organizations. This includes the use of marketing to promote, position, deter, enhance health care organizations/issues, and the development of the marketing literature on both a conceptual and empirical basis.