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Efectos de las características de videos en YouTube que aumentan su popularidad: un análisis empírico

Author

Listed:
  • Osorio-Andrade, Carlos Fernando

    (Universidad del Valle)

  • Rodríguez-Orejuela, Augusto

    (Universidad del Valle)

  • Moreno-Betancourt, Fernando

    (Universidad del Valle)

Abstract

YouTube es la plataforma multimedia más visitada del mundo; escenario ideal para la promoción de productos y servicios. La literatura se ha preocupado por identificar elementos que favorecen la popularidad de los videos en esta plataforma; sin embargo, sigue siendo escasa. La presente investigación establece los efectos de la estrategia del mensaje, consistencia de marca y elementos técnicos de resolución y duración de los videos sobre la popularidad, entendida como el volumen de reproducciones de cada video publicado por las empresas de telefonía móvil. Se empleó análisis de contenido para identificar las características mencionadas y, mediante un modelo de regresión binomial negativa, se contrastaron las hipótesis. Los hallazgos mostraron que las estrategias de contenido funcionales y emocionales, la consistencia de marca y la resolución del video, aumentan el volumen de reproducciones. Por otra parte, la duración del video disminuye la tasa de reproducciones. Estos resultados pueden ser útiles a la hora de desarrollar estrategias de difusión de piezas publicitarias en YouTube por parte de empresas de telefonía móvil, no obstante, futuros estudios podrían analizar otras industrias para contrastar los resultados obtenidos.

Suggested Citation

  • Osorio-Andrade, Carlos Fernando & Rodríguez-Orejuela, Augusto & Moreno-Betancourt, Fernando, 2021. "Efectos de las características de videos en YouTube que aumentan su popularidad: un análisis empírico," Revista Tendencias, Universidad de Narino, vol. 22(1), pages 18-38, January.
    • Handle: RePEc:col:000520:018606
    DOI: 10.22267/rtend.202102.153
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    References listed on IDEAS

    as
    1. Cameron,A. Colin & Trivedi,Pravin K., 2013. "Regression Analysis of Count Data," Cambridge Books, Cambridge University Press, number 9781107667273.
    2. Ana Marcela Londono-Silva & Carlos Fernando Osorio-Andrade & Jenny Piedad Peláez-Muñoz, 2020. "Efectos del lenguaje publicitario y del destino turístico usados en páginas comerciales de Facebook sobre la generación de boca a boca electrónico," Estudios Gerenciales, Universidad Icesi, vol. 36(156), pages 264-271, September.
    3. Brasel, S. Adam, 2012. "How focused identities can help brands navigate a changing media landscape," Business Horizons, Elsevier, vol. 55(3), pages 283-291.
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    More about this item

    Keywords

    marketing; publicidad; regresión binomial negativa; YouTube;
    All these keywords.

    JEL classification:

    • C01 - Mathematical and Quantitative Methods - - General - - - Econometrics
    • C12 - Mathematical and Quantitative Methods - - Econometric and Statistical Methods and Methodology: General - - - Hypothesis Testing: General
    • M10 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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