A proposed benchmark guide for customer engagement rating via YouTube channels
Main Article Content
Abstract
YouTube is the biggest video platform to promote contents on the largest scale, but this does not mean that it will be available to 2 billion active users of this platform, as well viewers may not engage positively with published content at times. Therefore, Marketers need an applicable benchmark to assess the extent of the customer engagement rate CER with the content they broadcast, more than just monitoring numbers of views, likes and comments. This study aims to provide a proposed benchmark guide for CER with contents published via YouTube channels. The methodology of current paper follows both quantitative and qualitative methods, through collecting and analysing real data for 240 videos, representing a total of 5 videos from each one of the top 3 channels from each one of the 16 categories on YouTube (5*3*16=240). The result includes examine the differences in CER according to categories and countries. It also includes measuring how CER is impacted by video length, channel' experience years, and the numbers of subscribers and uploads. The article provides a set of recommendations that are expected to benefit academics and practitioners belong to marketing and social media in general, especially those interested in promoting content on the YouTube, and it suggests a group of future studies in this field.
Downloads
Metrics
Article Details
You are free to:
- Share — copy and redistribute the material in any medium or format for any purpose, even commercially.
- Adapt — remix, transform, and build upon the material for any purpose, even commercially.
- The licensor cannot revoke these freedoms as long as you follow the license terms.
Under the following terms:
- Attribution — You must give appropriate credit , provide a link to the license, and indicate if changes were made . You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your use.
- No additional restrictions — You may not apply legal terms or technological measures that legally restrict others from doing anything the license permits.
Notices:
You do not have to comply with the license for elements of the material in the public domain or where your use is permitted by an applicable exception or limitation .
No warranties are given. The license may not give you all of the permissions necessary for your intended use. For example, other rights such as publicity, privacy, or moral rights may limit how you use the material.