YouTube’s vast and engaged user base makes it central to firms’ digital marketing effort. With extant studies focusing on viewers’ post-view engagement behavior we know how using YouTube motivated people. But accordingly research into what motivates viewers to click on and watch YouTube videos is scarce. Furthermore There are a plethora of benefits that video marketing on YouTube:
With YouTube’s expanding role in firms’ digital marketing mix, greater research attention is being devoted to YouTube marketing. As well as examining its various facets including the virality of YouTube videos. Here are a few statistics taken from a recent research done by Columbia University on how video marketing is affecting people:
- 70% of consumers say that they have shared a brand’s video.
2. 72% of businesses say video has improved their conversion rate.
3. 52% of consumers say that watching product videos makes them more confident in online purchase decisions.
4. 65% of executives visit the marketer’s website and 39% call a vendor after viewing a video.
Firms implement customer engagement initiatives to extract resource contributions from customers defined customer engagement initiatives as “a firm’s deliberate effort to motivate, empower, and measure a customer’s voluntary contribution to the firm’s marketing functions beyond the core, economic transaction” discussed customer engagement in terms of explicit firm strategies that foster online customer participation: “for example, by asking customers to share a viral marketing campaign, to ‘like’ the brand on Facebook, or to engage in a firm-sponsored online community”.
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From the customers’ perspective, customer engagement has been viewed as customers’ favorable behavior toward a brand eventually provided a comprehensive framework of customers’ engagement practices that included viewing, liking and sharing online brand content. Creating user-generated content, such as blog posts, product reviews and brand-related videos; and participating in brand communities. Customers participate in these practices because they find them intrinsically motivating or derive social and utilitarian values out of them.