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Investigation of an Extended Typology for Marketing Destinations with YouTube

Author

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  • Arunasalam Sambhanthan

    (School of Information Systems, Curtin Business School, Curtin University, Perth, Australia)

  • Samantha Thelijjagoda

    (Sri Lanka Institute of Information Technology, Malabe, Sri Lanka)

  • Alice Good

    (Department of Computing, University of Portsmouth, Portsmouth, UK)

  • Ada Scupola

    (Department of Communication, Business and Information Technologies, Roskilde University, Roskilde, Denmark)

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.

Suggested Citation

  • Arunasalam Sambhanthan & Samantha Thelijjagoda & Alice Good & Ada Scupola, 2018. "Investigation of an Extended Typology for Marketing Destinations with YouTube," International Journal of Knowledge-Based Organizations (IJKBO), IGI Global, vol. 8(3), pages 47-62, July.
    • Handle: RePEc:igg:jkbo00:v:8:y:2018:i:3:p:47-62
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