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Investigation of an Extended Typology for Marketing Destinations with YouTube
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Author(s): Arunasalam Sambhanthan (School of Information Systems, Curtin Business School, Curtin University, Perth, Australia), Samantha Thelijjagoda (Sri Lanka Institute of Information Technology, Malabe, Sri Lanka), Alice Good (Department of Computing, University of Portsmouth, Portsmouth, UK)and Ada Scupola (Department of Communication, Business and Information Technologies, Roskilde University, Roskilde, Denmark)
Copyright: 2020
Pages: 17
Source title:
Destination Management and Marketing: Breakthroughs in Research and Practice
Source Author(s)/Editor(s): Information Resources Management Association (USA)
DOI: 10.4018/978-1-7998-2469-5.ch064
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Abstract
This article describes how YouTube has been evolving as an e-tool for marketing activities over the past decade. Utilizing YouTube for enhancing marketing endeavours is a strategy practiced by marketing professionals across a growing number of industries. The research documented in this article investigates virtual community-based destination marketing using an extended conceptualisation of a virtual community typology. A non-participant netnographic investigation of virtual communities through a content analysis has been applied in this article to investigate the research questions. The contribution includes the application of an extended typology of virtual communities to YouTube leading to a number of managerial implications for marketing practice on using YouTube as an effective marketing tool.
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