Abstract

OSORIO ANDRADE, Carlos Fernando; RODRIGUEZ OREJUELA, Augusto  and  MORENO BETANCOURT, Fernando. EFFECTS OF THE FEATURES OF THE VIDEOS ON YOUTUBE THAT INCREASE THEIR POPULARITY: AN EMPIRICAL ANALYSIS. Tend. [online]. 2021, vol.22, n.1, pp.18-38. ISSN 0124-8693.  https://doi.org/10.22267/rtend.202102.153.

YouTube is the most visited multimedia platform in the world; ideal setting for promoting products and services. The literature has been concerned with identifying elements that favor the popularity of videos on this platform; however, it is still rare. This research establishes the effects of the message strategy, brand consistency and technical elements of resolution and duration of the videos on popularity, understood as the volume of reproductions of each video published by mobile phone companies. Content analysis was used to identify the aforementioned characteristics and, using a negative binomial regression model, the hypotheses were tested. The findings showed that functional and emotional content strategies, brand consistency, and video resolution increase the volume of views. On the other hand, the length of the video decreases the reproduction rate. These results may be useful when developing strategies for the dissemination of advertising pieces on YouTube by mobile phone companies, however, future studies could analyze other industries to contrast the results obtained.

JEL: C01; C12; M10; M31; M37

Keywords : marketing; advertising; negative binomial regression; YouTube..

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