Investigation of an Extended Typology for Marketing Destinations with YouTube

Arunsalam Sambhanthan; Samantha Thelijjagoda; Alice Good; Ada Scupola

Investigation of an Extended Typology for Marketing Destinations with YouTube

Arunsalam Sambhanthan, Samantha Thelijjagoda, Alice Good, Ada Scupola

Research output: Contribution to journal › Journal article › Research › peer-review

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.

Original language	English
Journal	International Journal of Knowledge-Based Organizations
Volume	8
Issue number	3
Number of pages	16
ISSN	2155-6393
Publication status	Published - 2018

Bibliographical note

This article has been republished as a book chapter in: Management Association, Information Resources, editor. Destination Management and Marketing: Breakthroughs in Research and Practice. IGI Global, 2020. http://doi:10.4018/978-1-7998-2469-5

Link to document

Investigation of an Extended Typology for Marketing Destinations with YouTubeFinal published version, 631 KBLicence: CC BY-NC

Cite this

@article{fc17c71375354190bd4ec246cbd017dd,

title = "Investigation of an Extended Typology for Marketing Destinations with YouTube",

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.",

author = "Arunsalam Sambhanthan and Samantha Thelijjagoda and Alice Good and Ada Scupola",

note = "This article has been republished as a book chapter in: Management Association, Information Resources, editor. Destination Management and Marketing: Breakthroughs in Research and Practice. IGI Global, 2020. http://doi:10.4018/978-1-7998-2469-5",

year = "2018",

language = "English",

volume = "8",

journal = "International Journal of Knowledge-Based Organizations",

issn = "2155-6393",

publisher = "Idea Group Publishing",

number = "3",

}

TY - JOUR

T1 - Investigation of an Extended Typology for Marketing Destinations with YouTube

AU - Sambhanthan, Arunsalam

AU - Thelijjagoda, Samantha

AU - Good, Alice

AU - Scupola, Ada

N1 - This article has been republished as a book chapter in: Management Association, Information Resources, editor. Destination Management and Marketing: Breakthroughs in Research and Practice. IGI Global, 2020. http://doi:10.4018/978-1-7998-2469-5

PY - 2018

Y1 - 2018

N2 - 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.

AB - 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.

M3 - Journal article

SN - 2155-6393

VL - 8

JO - International Journal of Knowledge-Based Organizations

JF - International Journal of Knowledge-Based Organizations

IS - 3

ER -