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- W2973266145 abstract "YouTube is the most widely adopted and successful video sharing platform. It works as a marketing instrument and money-making tool for companies while reaching the target group. After considering the significant literature based on YouTube, it is striking that there is lack of information about YouTube’s benefits as a video marketing instrument for fashion brands. To establish this subject further, the purpose of this study is to enrich the existing findings on social video marketing on YouTube in the apparel industry. The findings indicate the importance of YouTube as a social network for fashion marketers. The second part conducts an empirical study, which makes the YouTube channel performance of nine fashion brands the subject of discussion. Thereby, three brands per lifestyle, sports and luxury sector are analyzed through comparative aspects. Accordingly, the differences and similarities within and between the sectors are analyzed and evaluated." @default.
- W2973266145 created "2019-09-26" @default.
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- W2973266145 date "2019-09-18" @default.
- W2973266145 modified "2023-09-24" @default.
- W2973266145 title "YouTube Fashion Videos" @default.
- W2973266145 cites W2417988073 @default.
- W2973266145 cites W4237572529 @default.
- W2973266145 doi "https://doi.org/10.1007/978-981-13-9542-0_5" @default.
- W2973266145 hasPublicationYear "2019" @default.
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