Optimizing marketing strategy: a video analysis approach

IF 3.6 3区 管理学 Q2 BUSINESS
Shiv Ratan Agrawal, Divya Mittal
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引用次数: 0

Abstract

Purpose

The current study analyzes product review videos of influencers to determine why they are popular among customers. The study on electrical and electronic appliances covered by YouTubers is an entirely new field of research. Knowing why customers watch their product review videos before purchasing would be interesting.

Design/methodology/approach

We analyzed 172 product review videos from influencers on YouTube. Subsequently, the study employed negative binomial regression (NB2) to predict the explanatory power of the independent variables over the dependent variables.

Findings

This paper recommends two different models for viewer engagement in online review videos. One can be used for high and the other for low viewer engagement. Comparatively, viewers put more effort into commenting on a video than liking it. Yet both have their importance as per the requirement.

Research limitations/implications

We only focused on video content in English and Hindi. The study data considered review videos from various electrical and electronic appliances. Future researchers may replicate this study on different product categories.

Practical implications

This study makes a remarkable contribution to how firms and their managers can optimize video content when designing marketing strategies, particularly for retailers and e-tailers.

Originality/value

The current paper takes the lead in contributing to the existing literature on marketing in two ways. First, focusing on product review videos from influencers and second, employing a video analysis approach. Furthermore, this study recommends two different viewer engagement models for marketing practices when employing quantitative and qualitative video content.

优化营销战略:视频分析方法
研究目的本研究分析了有影响力人物的产品评论视频,以确定这些视频受消费者欢迎的原因。对优酷用户的电器和电子产品的研究是一个全新的研究领域。我们分析了 YouTube 上有影响力人物的 172 个产品评论视频。随后,研究采用了负二项回归(NB2)来预测自变量对因变量的解释力。研究结果本文推荐了两种不同的模型来衡量观众在在线评论视频中的参与度。一种适用于观众参与度高的情况,另一种适用于观众参与度低的情况。相对而言,观众在评论视频时比喜欢视频时投入更多精力。研究局限/影响我们只关注了英语和印地语的视频内容。研究数据考虑了各种电器和电子产品的评论视频。本研究对企业及其管理者在设计营销战略时如何优化视频内容做出了突出贡献,尤其是对零售商和网络零售商而言。首先,本文关注有影响力人物的产品评论视频;其次,本文采用了视频分析方法。此外,本研究还就定量和定性视频内容的营销实践推荐了两种不同的观众参与模式。
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
CiteScore
8.00
自引率
9.10%
发文量
64
期刊介绍: Marketing Intelligence & Planning (MIP) facilitates communication between researchers and practitioners, providing the users of research with a wealth of robust and relevant information. At a time when some journals are losing their relevance to industry and practical requirements, MIP successfully offers a bridge between academic and practitioner thinking, while retaining a high level of scientific rigour.
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