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Investigation of an Extended Typology for Marketing Destinations with YouTube

Investigation of an Extended Typology for Marketing Destinations with YouTube

Arunasalam Sambhanthan, Samantha Thelijjagoda, Alice Good, Ada Scupola
Copyright: © 2018 |Volume: 8 |Issue: 3 |Pages: 16
ISSN: 2155-6393|EISSN: 2155-6407|EISBN13: 9781522545613|DOI: 10.4018/IJKBO.2018070103
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MLA

Sambhanthan, Arunasalam, et al. "Investigation of an Extended Typology for Marketing Destinations with YouTube." IJKBO vol.8, no.3 2018: pp.47-62. http://doi.org/10.4018/IJKBO.2018070103

APA

Sambhanthan, A., Thelijjagoda, S., Good, A., & Scupola, A. (2018). Investigation of an Extended Typology for Marketing Destinations with YouTube. International Journal of Knowledge-Based Organizations (IJKBO), 8(3), 47-62. http://doi.org/10.4018/IJKBO.2018070103

Chicago

Sambhanthan, Arunasalam, et al. "Investigation of an Extended Typology for Marketing Destinations with YouTube," International Journal of Knowledge-Based Organizations (IJKBO) 8, no.3: 47-62. http://doi.org/10.4018/IJKBO.2018070103

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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.

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