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- W4243670650 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." @default.
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- W4243670650 date "2020-01-01" @default.
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- W4243670650 title "Investigation of an Extended Typology for Marketing Destinations with YouTube" @default.
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- W4243670650 doi "https://doi.org/10.4018/978-1-7998-2469-5.ch064" @default.
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