Role of YouTube in Organisational Marketing Strategies: A Case Study Analysis of Apple Inc.

AN ANALYSIS OF THE ROLE OF SOCIAL MEDIA
PLATFORM; YOUTUBE IN FACILITATING
ORGANISATIONAL MARKETING STRATEGIES
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Table of Contents
CHAPTER FOUR: ANALYSIS AND FINDINGS...................................................................3
4.0 Introduction......................................................................................................................3
4.1 Longitudinal analysis on Apple Inc..................................................................................3
4.2 Supplementary analysis of the study..............................................................................28
4.3 Findings: Summative observation of the study..............................................................30
4.4 Summary.........................................................................................................................30
Reference list............................................................................................................................32
Appendices...............................................................................................................................34
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CHAPTER FOUR: ANALYSIS AND FINDINGS
4.0 Introduction
This chapter incorporates different findings and analysis of archived data through the help of
different analytical process. Research objectives were achieved through analysis of case study
of different companies like apple, Samsung and Huawei. Longitudinal analysis of 5 case
studies was done in this study that has helped to analyze the role of social media like
YouTube in organizational marketing. Sequentially evaluation of both longitudinal analysis
of three case studies from Apple Inc and cross-sectional analysis of two case studies from
Samsung and Huawei are done in this part of the study. Analysis has been conducted through
the help of different codes.
4.1 Longitudinal analysis on Apple Inc.
4.1.1 Background of the organization
Apple Inc. is one of the leading organizations that manufacture different products including
mobiles, portable digital music player, personal computers and media devices. This
organization has been established in the year 1977 and since that time they are serving
innovative products to satisfy the needs of their customers. This organization has experienced
near about $59.531 billion in 2018. More than 130000 employees of this company are
providing their best effort to satisfy the expectations of their customers (Investor.apple.com,
2019). The reason behind the success of this company is the innovativeness. They are adding
innovative features in their products to attract more potential customers towards their
business.
4.1.2 Sampling rationale of the study
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The video data samples are chosen because of different reasons. In 2016 and 2017 Apple has
launched iPhone 7 and iPhone 8 that contains different advanced features, which has
increased sales rate of the company. IPhone 7 is the tenth generation of this brand, which
incorporated in 2016 (Investor.apple.com, 2019). Improvements have occurred in different
features like quality of camera and processor. On the other hand, iPhone 8 has also improved
facilities that have helped to increase the convenience of users. Moreover, this product was
launched to support their campaign of AIDS fundraising (Investor.apple.com, 2019). In
addition, iPhone Xs was launched on September 2018, which has many unique features like
faster face ID technology. These features has improved revenue rate of the company.
On another hand, these products have been chosen for video analysis because incorporation
of these products has created a buzz among customers and impacted on revenue collection.
Revenue generation of apple has increased by 20% in 2018, as compared to that of previous
year (Reuters.com, 2018). In 2018, this firm has sold near about 46.9 million iPhones and
gained revenue of around 62 billion dollars (Reuters.com, 2018). This has leveraged both
sales and production and this has occurred due to proper branding and marketing of these
products through the help of social media. Tim cooper the CEO of apple personally come in
every launch events and described the feature that has been offered by the company. This has
helped to gain loyalty of customers.
Company Year of new product launch
2016 2017 2018
Longitudinal
analysis
Apple iPhone 7 and
iPhone 7 plus
iPhone 8 and
iPhone X
iPhone Xs and
iPhone Xs max
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Samsung Galaxy Note 9
Huawei Mate 20 and
Mate 20 Pro
Supplementary analysis
Table 4.1.2: Data sample table
4.1.3 Analytical process by adopting the longitudinal study
In this study, longitudinal analysis has been used that can help to analyze patterns and
meanings of corporate product launch events. The concept of rituals and business rituals are
combinations of events and product launch events have been selected to generate appropriate
outcome from the longitudinal analysis. As mentioned by Little et al. (2015), this kind of
analysis process helps to understand the meanings and patterns of the analytical events of a
particular company. Apple Inc. has designed their marketing strategy by considering social
media platforms. YouTube has become one of the most common marketing tools for Apple.
They record video of their product launch and upload it on YouTube to make potential
customers aware of their new as well as innovative products.
In this case, Gioia methodology has been used to articulate the grounded theory.
Consideration of this research method has helped in the development of new concept
regarding pattern and meaning of product launch events (Gioia et al. 2013). 1st order
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generation has been done by analyzing product launch video of Apple for the years of 2016,
2017 and 2018 respectively. These large videos have been broken into small parts and all the
parts have been evaluated thoroughly. 1st order codes have been created after assessing
activities of videos. In table 2, the 1st order codes have been described.
4.1.4 Contents and meanings of the Codes
The coding used in this study firms the basic unit of analysis. The collected data are
categorized under these codes that have helped in systematic analysis. Codes are different
concepts and categories that help researchers to properly break down the data and conduct
analysis (Brians, 2016). Different codes are provided in the chart below:
1st order Codes Contents of the codes Description of 1st order codes
Positive
participation
Ensuring participation of
audience
This code represents all instances in
the video when the speaker
encouraged the audience for active
participation.
Recognizing
contributions
Mentioning contribution of
all stakeholders
This code incorporates all instances
when the speaker mentions
contribution of all related
stakeholders for producing the
product.
Brand promotion Describing ability and
trustworthiness of the brand
This includes all instances when the
speaker promotes the brand and
states the advantages of using the
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brand to customers.
Describing values Talking about
organizational values
This means all moments in the
videos when the speaker
demonstrated different values,
mission and vision of the
organization.
Product description Mentioning key features
and uniqueness of the
product
This is an essential code. Meaning of
this code is all instances when the
presenter mentions and describes key
features of the product. This can be
marked as a main part of marketing.
Effective
comparison
Comparing product with
substitutes
This code means that the narrator
compares their new product with
substitutes by taking favor of their
own product.
Stating expectations Sharing future assumptions
regarding product success
This code denotes mentioning about
future assumptions from the new
product including success and
benefit.
Justifying price Stating reasons behind
setting of product price.
This code describes the moments in
the video where the speaker provides
justification about the price of the
product.
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Pleasing customers Describing their faith on
customer loyalty
This code is important as it denotes
the initiation taken by the narrator to
talk about customer loyalty to please
them.
Company support Assurance of the company
to provide support to
customers regarding the
product
This code represents all moments in
the video when the speaker provides
assurance to the customers regarding
after sales service and other supports
to consumers.
Describing past
success
Talking about success
stories of old products
Represents all instances when the
speaker in event speaks about all
past success of the brand. This can
help to create a positive reaction
about the brand among customers.
Table 2: Contents and meanings of The Code
4.1.5 The longitudinal analysis: 1st order code generation
1) 2016 pilot case report: iPhone 7 and iPhone 7 plus [launch date- September 7, 2016]
Duration (Min:
Sec)
Actions Observation 1st order code
0:00 - 13:30 Introductory speech
has been given by
the speaker
The CEO of apple
has mentioned
different services
Brand promotion,
Positive
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