5,135
Views
23
CrossRef citations to date
0
Altmetric
Research Article

Content marketing strategy of branded YouTube channels

&
Pages 294-316 | Received 30 May 2019, Accepted 09 Jun 2020, Published online: 25 Jun 2020
 

ABSTRACT

As content marketing becomes a viable approach to build brands and connect with consumers, this study assessed top brands’ content marketing strategy on branded YouTube channels via content analysis. Using a consumer engagement conceptual framework, the study examined brands’ strategies addressing the interactivity, attention, emotion, and cognition aspects of engagement and explored the role of YouTube capabilities, financial resources, and product category in strategy differentiation. Results indicated that engagement through social media content marketing is highly contextual and platform dependent. YouTube capabilities, financial resources, and product category play an important role in strategy differentiation.

Disclosure statement

No potential conflict of interest was reported by the authors.

Additional information

Notes on contributors

Rang Wang

Rang Wang is a doctoral student at the University of Florida. She received her bachelor’s degree from Xiamen University in China, and master’s degree from University of Florida. Her research interests include branded content, consumer engagement, and social media influencer marketing.

Sylvia Chan-Olmsted

Sylvia Chan-Olmsted is a professor at the University of Florida. She received her doctorate from Michigan State University in 1991. Her research expertise includes digital/mobile media consumption, branding, and strategic competition in emerging media/communications industries. She has conducted consumer research and consulted for Google, Nielsen, National Association of Broadcasters, the Cable Center, and the Center for International Business Education and Research.

Reprints and Corporate Permissions

Please note: Selecting permissions does not provide access to the full text of the article, please see our help page How do I view content?

To request a reprint or corporate permissions for this article, please click on the relevant link below:

Academic Permissions

Please note: Selecting permissions does not provide access to the full text of the article, please see our help page How do I view content?

Obtain permissions instantly via Rightslink by clicking on the button below:

If you are unable to obtain permissions via Rightslink, please complete and submit this Permissions form. For more information, please visit our Permissions help page.