Firm-created content on YouTube for product promotion - A thematic analysis for menstrual cup

Abstract

Mensuration cup is a mensural hygiene product about which people are less aware. Despite having many advantages there hasn’t been much uptake. Research suggests that this is because of less accessible information. To overcome this, menstrual cup brands are creating several firm-created contents on YouTube. This study aimed at understanding and classifying the type of information available in 27 firm-created content about menstrual cup. The thematic analysis resulted in three themes Speaker & Language, Content presented, Type of information shared, contributing to the identification of promotional gaps, to be used by brands in building perspective towards menstrual cup.

Keywords:

• Communication
• menstrual cup
• promotion
• social media
• thematic analysis
• YouTube

Disclosure Statement

The authors hereby declare no conflict of interest.

Data Availability Statement

Research data are not shared.

Additional information

Funding

This work was supported by the Navrachana University sanctioned Seed Grant Project under NUV_Seed Grant_2022-23_05.