Analysis of the Role of YouTube in Organisational Marketing Strategies

AN ANALYSIS OF THE ROLE OF SOCIAL MEDIA
PLATFORM; YOUTUBE IN FACILITATING
ORGANISATIONAL MARKETING STRATEGIES

Table of Contents
SECTION 5: DISCUSSION......................................................................................................3
5.1 Introduction......................................................................................................................3
5.2 Discussion of results.........................................................................................................3
5.3 Application of result on research proposition...................................................................6
5.4 Meeting aim, objectives and research question................................................................7
5.5. Concurrence with literature review.................................................................................9
5.6 Limitation of the study...................................................................................................12
5.7 Possible areas of improvement.......................................................................................12
5.8 Directions for future research.........................................................................................12
5.9 Summary.........................................................................................................................13
Reference list........................................................................................................................14
2

SECTION 5: DISCUSSION
5.1 Introduction
This chapter presents the interpretation of results that are found by analyzing the videos in
previous section. Different mobile launching videos of apple are analyzed through the help of
codes in the previous chapter. This is done through longitudinal analysis. On the other hand,
supplementary analysis was also performed by Samsung and Huawei, which has helped to
compare the promotional techniques of above-mentioned companies. Different aspects of
promotion like promotion of brand, description of product and engaging potential customers
are identified by analyzing the promotional videos. This can help in discussing the results in
this chapter and style of promotion can be analyzed in detail.
Apart from discussion of results application of results to research propositions has also been
done in this section. The way that can be chosen to apply this result in business marketing is
discussed in detail. Different social media channels like YouTube can be applied in
marketing process and engaging customers. Moreover, the results that are found in the
analysis part has been linked with research aims and objectives. This helps in analyzing
whether the aims and objectives are met or not. Any conflict or similarity with literature
review particularly with the models has also been identified and analyzed in this section.
5.2 Discussion of results
The results that were found from the video analysis in the previous sections show links with
the ritual theory. The Apple CEO in the launching event of 2016 has performed some
repetitive actions, which is considered as a feature of ritual theory (Aichner and Jacob, 2015).
This includes description of product and promotion of brand. As stated by Go and You
(2016), describing brand and product regularly leaves a deep impact on the customers, which
can motivate consumers buying intention. This has helped apple to gain a competitive
advantage over other companies. It can be seen that in the launching event of 2016, Apple
CEO has presented the product in a large screen and described different features in detail.
Detailed description increases transparency of the product and helps in gaining consumer
satisfaction (Iblasi et al. 2016). On the other hand, in this video from 13:30 - 25:25, it was
seen that the CEO has used different phrases for pleasing customers. This has increased its
3

engagement with the product and brand. As stated by Arekar et al. (2019), companies must
conduct the process of impression management through presentation of product features and
company activities. Apple has adopted the same strategy of impression management and they
have given full effort in describing their products that can help in managing their impression
upon customers.
Ritual theory also characterizes traditionalism, which considers ritual as traditions (Effing
and Spil, 2016). Tradition is also described in the launching event of apple in 2017. During
00:00-13:10, the CEO of this multinational organization has talked about their past success
and service that they have provided to the customers. In addition, he has also described the
values that apple provides to its customers. Different past products and their success are
discussed through pictorial representation. As mentioned by Yoo et al. (2016), a description
of past success can help to gain attention of customers and help them to conduct performance
reviews of a firm. This description of past has helped apple to present the rich tradition of this
company to provide best quality products to the customers. Hence, consumers can analyze
the value that they have achieved from this company. This, in turn, can help them to develop
trust in this firm and its products. Moreover, Jamali and Khan (2018) stated that rituals appeal
to tradition that repeats historical precedents. Hence, describing the pest success stories can
provide an idea to the audience regarding the current product. They can assume that the
current product will provide the same value as they have achieved in the past.
In the launching video of 2018, Apple CEO has maintained a formal style of representation of
the newly launched product, He has used several phrases that can please customers and
increase their engagement by gaining attention. This is done by discussion about specific
features of iPhone like home court to the customers. During 59:20 - 70:23 of the video
different features of home court has been described that can help to please customers by
increasing their gaming experience. Moreover, justification of the price of this product is
given by discussing the benefit that consumers will achieve upon purchasing this product.
Formalism is also a character of ritual theory that forces people to adopt a formal style of
presentation (Kedzior et al. 2016). Rituals are limited by a set of expressions that are also
recognized as restricted codes (Jeong et al. 2017). The speaker has adopted formal oratorical
style that includes thanking the major contributors and partners, describing expectations of
customers first and discussion of features that can help to fulfill consumer expectations. This
has helped in engaging consumers and ability of understanding has also increased. The
4