Cover Sheet for Assessment: MSc Dissertation.

Dear experts, I need the same writer who did order numbers: 1063775, 1046278 and1025524 for me. This is the full dissertation now, I need to complete two final chapters are: 1- Introduction 1500 words 2- conclusion and recommendation words I need also the writer to combine the full dissertation and get it ready to submit. Attached are all chapter we completed together, Regards Nick

Cover Sheet for Assessment: MSc Dissertation
Student
School Aston Business School (ABS)
Programme Masters 1 Year FT Campus (AUMS-01Y-FTCA)
Module MSc B&M Dissertation (BDM141)
Assessment MSc Dissertation (Component: 001)
Due Date 23/Sep/2019
Turnitin Paper ID (if
applicable)
Created
I declare that I have personally prepared this assessment and that it has not
in whole or in part been submitted for any other degree or qualification. The
work described here is my own, carried out personally by me unless
otherwise stated. The work presented in this assessment is, to the best of my
knowledge and belief, entirely my own work, except where properly
acknowledged and referenced where they occur in the text and in the final
reference section.
I understand that plagiarism and collusion are regarded as offences against
the University's Examination Regulations and may result in formal disciplinary
proceedings.
1

AN ANALYSIS OF THE ROLE OF SOCIAL MEDIA
PLATFORM; YOUTUBE IN FACILITATING
ORGANISATIONAL MARKETING STRATEGIES
MSc B&M Dissertation
Module Code: BDM141
2019
Abstract
This study focuses on the role of social media platforms in facilitating marketing strategy of
organisations. Specifically, the role of YouTube on marketing has been evaluated for three
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large companies including Apple, Samsung and Huawei. The introductory chapter of this
dissertation has clearly stated aim, objectives and research questions. The concept of social
media and social media marketing has been discussed in the section of literature review. It has
been found that the ritual theory is linked with social media marketing and reviewing this
theory has helped in understanding the role of social media platforms in facilitating marketing
strategy.
Appropriate methodologies have been selected in this research to achieve the study aim,
objectives, and therefore answering the research question. Interpretivism philosophy,
inductive approach and exploratory design have helped to generate trustworthy outcome.
YouTube videos of product launch of three large mobile manufacturers including Samsung,
Huawei and Apple have been reviewed to gather secondary data. It has been found that
YouTube is playing an important role in facilitating the marketing strategy of organisations.
Findings of this study have provided the evidence behind this statement. Research aim,
objectives and questions have been met throughout literature review and data analysis. In
conclusion, it has been drawn from the overall discussion of this research paper, that
organisations have frame strategies for assimilation of social media in business. Hence,
customers were able to to obtain information about all the features of the products. Finally,
collecting suitable product information by customers about products help them in comparing
products, therefore, facilitate the decision making of customers.
Acknowledgement
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{ً و َقُل ْرَب ِّزِدْنِي عِلْما} [ : طـه114 ]
"My Lord, increase me in knowledge." Surah Taha : 114 The Holy Quran
First of all,
Special appreciation goes to my supervisor, Uche Ogwude who has helped me in
every phase of this project.
I want to show my gratitude to my mother who have helped me by taking care of my daughter
and for her endless love , support and prayers .
I would like to say a heartfelt thank you to my daughter Danah for her unbounded patience in
living far away from me .
My special thanks go to my husband and my family for their emotional support and
encouragement .
I am also thankful to those people who have helped me to trace relevant previous research
papers. Lastly, I want to show my gratitude to all my friends and family who have cooperated
and helped during this research process.
Table of Contents
SECTION 1: INTRODUCTION................................................................................................8
1.0 Introduction....................................................................................................................10
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1.1 Background of the research............................................................................................10
1.2 Rationale of the research................................................................................................11
1.3 Research aim...................................................................................................................12
1.4 Research objectives........................................................................................................12
1.5 Research questions.........................................................................................................12
1.6 Significance of the research............................................................................................13
1.7 Structure of dissertation..................................................................................................13
1.8 Summary.........................................................................................................................14
SECTION 2: GENERAL LITERATURE REVIEW...............................................................15
2.0 Introduction....................................................................................................................15
2.1 The concept of social media...........................................................................................15
2.2. The use of social media in business...............................................................................16
2.3. Social media marketing.................................................................................................17
Apple and the use of YouTube.............................................................................................20
Samsung and the use of YouTube........................................................................................20
Huawei and the use of YouTube..........................................................................................21
2.4 “Exploring the concept of impression management via social media in businesses”....21
2.5. “Exploring ritual theory”...............................................................................................22
2.6. Summary........................................................................................................................24
SECTION 3: METHOD & METHODOLOGY......................................................................25
3.0 Introduction....................................................................................................................25
3.1 Research outline.............................................................................................................25
3.2 Research paradigm.........................................................................................................26
3.2.1 Research Philosophy (Interpretivism research philosophy)....................................26
3.2.2 Research approach (Inductive research approach)..................................................27
3.2.3 Research Design (Exploratory research design)......................................................28
3.3 Data source (Secondary data).........................................................................................29
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3.4 Data collection method (Secondary data collection)......................................................30
3.5 Data analysis technique (Secondary thematic data analysis).........................................31
3.6 Ethical considerations.....................................................................................................33
3.7 Research Limitations......................................................................................................34
3.8 Research timeline...........................................................................................................35
3.9 Summary.........................................................................................................................35
CHAPTER FOUR: ANALYSIS AND FINDINGS.................................................................37
4.0 Introduction....................................................................................................................37
4.1 Longitudinal analysis on Apple Inc................................................................................37
4.2 Supplementary analysis of the study..............................................................................55
4.3 Findings: Summative observation of the study..............................................................57
4.4 Summary.........................................................................................................................57
SECTION 5: DISCUSSION....................................................................................................59
5.1 Introduction....................................................................................................................59
5.2 Discussion of results.......................................................................................................59
5.3 Application of result on research proposition.................................................................61
5.4 Meeting aim, objectives and research question..............................................................63
5.5. Concurrence with literature review...............................................................................65
5.6 Limitation of the study...................................................................................................68
5.7 Possible areas of improvement.......................................................................................68
5.8 Directions for future research.........................................................................................68
5.9 Summary.........................................................................................................................69
SECTION 6: CONCLUSION AND RECOMMENDATIONS...............................................70
6.0 Conclusion......................................................................................................................70
6.1 Summary of findings......................................................................................................70
6.2 Discussion of implications.............................................................................................71
6.3 Recommendations..........................................................................................................71
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6.4 Constraints and limitation...............................................................................................76
6.5 Scope of future research.................................................................................................76
SECTION 7: REFERENCES...................................................................................................77
APPENDICES..........................................................................................................................89
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List of figures
Figure 1: Number of social media users worldwide from 2010 to 2021 (in billions)(Statista,
2019)........................................................................................................................................16
Figure 2: Social Media Stats Worldwide, June 2018 - June 2019, (StatCounter, 2019)..........19
Figure 3.6 Ethical considerations.............................................................................................33
Figure 3.8: Timeline.................................................................................................................35
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List of tables
Table 3.1: Research outline of this study.................................................................................26
Table 4.1.2: Data sample table.....................................................................................................
Table 2: Contents and meanings of The Code.........................................................................39
Table 6.1: Recommendation regarding creation of a game plan..............................................72
Table 6.2: Action plan..............................................................................................................72
Table 6.3: Recommendation regarding using a mix of social media channels........................73
Table 6.4: Action plan..............................................................................................................74
Table 6.5: Recommendation regarding quick responding for providing consumer service....74
Table 6.6: Action plan..............................................................................................................75
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SECTION 1: INTRODUCTION
1.0 Introduction
This section of this research is shedding light on the background of the study. Social media
platforms have become one of the most common marketing tools that are being used for
promoting products. This study is focusing on the role of YouTube in facilitating the
marketing strategies of the organisation. People of this modern age are addicted to social
media. It is easier for organisations to reach a maximum audience within minimum time and
cost. Organisations including Apple, Samsung, and Huawei have included social media
marketing strategy in their marketing process. It can be seen that companies are launching
new products on social media sites to attract maximum customers towards their business. This
section is concerned about mentioning rationale for the research, aims, objectives and
research questions. Objectives and research questions, mentioned in this introductory section,
need to be addressed throughout this research. Significance of the research is included within
this section along with the structure of dissertation.
1.1 Background of the research
Technological advancement and the digital revolution have changed the process of marketing
and stakeholders of businesses are modifying marketing strategies to cope up with the latest
trend. Different advantages of social media marketing are attracting marketers to consider this
approach. As stated by Tuten and Solomon (2017), YouTube has become the mode of
communicating products and services. Large organisations are using social media sites to
promote their business. Making attractive videos and uploading on YouTube is cost-efficient.
This is one of the reasons for considering this platform as a marketing tool. This platform
allows to upload videos at free of cost and this aspect can influence people to market through
YouTube. Available measurable analytics of YouTube is driving organisations towards it. For
example, view counter of this social media platform informs companies about the response of
the audience towards their brand. On the other hand, it can be said that people can ensure
deeper tracking of brand image with the help of YouTube analytics. Additionally, the features
of this platform allow a person to track the location of their viewers. It has become easier to
track the brand recognition level at different marketplaces. Altman and Jiménez (2019) have
mentioned that dislikes are also counted on YouTube that helps business owners to
understand that they need further improvements to satisfy specific customer groups.
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At a time, marketing can reach a huge audience from all over the world. Large multinational
organisations have started promoting their products and services through this social media
platform. For example, large mobile manufacturers including Apple, Samsung and Huawei
are launching their products on YouTube to attract maximum potential customers towards
their products. As stated by Dehghani et al. (2016), it is easier to provide product details on
YouTube and organisations are getting opportunities to demonstrate the features to make their
products more recognisable to the target audience. YouTube is influencing marketing
strategies of companies. Further research on the role of this social media channel in
influencing marketing strategies is required. It is important to evaluate all the perspective
related to YouTube marketing and its role in facilitating marketing strategies. Challenges and
issues to consider this kind of marketing strategy in business must be evaluated. Several
theories and previous researches are there to help in understanding the role of this social
media site to attract maximum potential customers towards products and services. This cost-
effective marketing tool can help to enhance revenue generation by helping organisations to
increase the size of their customer base.
1.2 Rationale of the research
Using YouTube as a marketing tool helps organisations to flow with the trend. Young
generation customers spend most of their time on social media channels. According to Gupta
et al. (2017), YouTube is the source of entertaining videos and this platform has unique
aspects that drive people from all age groups towards this site. It has become easier for people
to watch videos of their choice by using the internet at any time and any place. It means that
video makers are reaching a huge number of audiences within minimum time and pay.
However, Burgess and Green (2018) have mentioned that YouTube use has several
drawbacks as well. Negative impacts of this social media channel must be evaluated. This
research can shed light on both negative and positive aspects of using YouTube as a
marketing tool by large organisations.
Posting videos on YouTube require time to get a response from the audience. According to
Sambhanthanet al. (2016), organisations that use YouTube Videos for promotion, wait for
some time to get the response from target customers. It has become a trend to launch new
products on this social media platform to record the response of the audience through
YouTube analytics. This platform provides opportunities for customers to share their views
through comments. Negative comments may arise, and organisations must be prepared to
accept all these comments. As suggested by Glucksman (2017), negative comments can be
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reviewed to understand the gaps in product design and the design can be improved based on
comments. The term "Unprofessional reputation" is associated with YouTube marketing and
it can be considered as a drawback of this kind of marketing. However, further research is
required for understanding the role of this social media channel in driving marketing.
1.3 Research aim
Determining aim of the research is an important part and initial stage of every research.
According to Saunders et al. (2019), research aim is for justifying the reason behind choosing
the research subject. Based on the research aim, following parts are developed. After
reviewing the research aim, objectives of the research is created (Saunders et al. 2019). These
objectives need to be met throughout the research and this process leads to meeting of the aim
of the research project. In case of this research project, the aim is to critically evaluate the
role of social media, especially YouTube, in facilitating the marketing strategies of
companies. Based on this aim, the objectives are being determined.
1.4 Research objectives
Research objectives are set in the introductory chapter and these objectives are met through
reviewing the literature and analysing collected data in later parts of a research. Objectives of
this secondary research are mentioned below,
● To understand of the role of social media and its relation to organisational strategies
from the literature.
● To review how organisations, integrate social media into their business.
● To discuss how organisations, identify, decide, and implement the most appropriate
social media platform into a business.
1.5 Research questions
Following research questions will be addressed in this research and it will reveal different
facts regarding the role of YouTube in facilitating marketing strategies of different
organisations.
● What is the role of social media and its relation to organisational marketing strategies?
● How do organisations assimilate social media into their business?
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1.6 Significance of the research
In the modern era, the competitiveness of a firm is considered as the main criterion for
achieving success. The aspect of competitiveness can help in obtaining more market share
and potential customers can be attracted. Organisational strategies can be implemented
through social media tools like YouTube, which is cost-effective and attract customers from
distant markets. In the context of electronics companies like Apple, Samsung and Huawei this
research study has been conducted. This study can help in making a good understanding of
the role of YouTube is implementing organisational strategies. It can be seen that about 1.9
billion users log on YouTube every month (Atwong, 2015). In addition, 94% of Millennial
use different social media platforms like YouTube. Hence, this study is significant as it is
essential to measure the role of this platform to fulfil business objectives.
1.7 Structure of the dissertation
Section 1: Introduction:
In this chapter aims, objectives and rationale of the research have been discussed.
Section 2: Literature review
Relevant articles, books, and journals are reviewed in this section. This has helped in building
a strong base of knowledge about the subject.
Section 3: Methodology
The appropriate methodological approach is selected in this section, which can help in
collection of information and analysing it to answer the research questions.
Section 4: Results and analysis
Findings from different approaches retrieved from the three organisations# approaches in
launching their products on YouTube will be presented.
Section 5: Discussion
The findings from data collection are discussed in this part, with the help of theories that are
discussed earlier. The results are linked with the objectives of his research.
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Section 6: Conclusion and recommendation
Findings are summarised in the conclusion part and future research scopes are discussed.
Recommendations are given with suitable implementation plan.
1.8 Summary
In this chapter, a brief about the background of the project is given, which can help to gain an
idea about the research. In addition, rationale the research has also been done in this part of
research. Discussing the rationale can help in getting the reason for conducting this research.
Moreover, this part can help to frame research aims and objectives. In this chapter of
dissertation, aims and objectives are framed. In addition, relevant research questions are also
asked in this part. Aims and objectives can help researchers to visualise and shape the method
in completing the research. Besides, the structure of the dissertation is also discussed in this
part.
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SECTION 2: GENERAL LITERATURE REVIEW
2.0 Introduction
In this chapter, different concepts and theories have been evaluated that can help to build a
strong idea about the subject matter. Concepts on social media and its use in business are
evaluated. In addition, different theories like ritual theory and Goffman theory are discussed.
2.1 The concept of social media
Incorporation of www has occurred in 1989 and the beginning of the Information Age, the
popularity and the use of social media (SM) has increased. Social media has offered service
users with mass potentials have been described as "mass-self communications"(Castells,
2013). An efflux can be seen in social media usage and developed in the last few decades.
Use of social media has been considered as an essential computer-operated system of
communication. This use has been influenced due to vast increase in technological
infrastructure and market (Langer, 2014). In society, different social media channels have a
dramatic impact. Through the help of social media channels, people interact with each other
and define relationships. This is done by motivating users in creation and sharing of essential
information with other individuals (Darwish & Lakhtaria, 2011). Different SM channels
include various web-based internet networks. By the help of these networks, users can share
essential information and establish communication with other users (Cavico, Mujtaba,
Muffler, & Samuel, 2013).
Social Networking Site is generally composed of various Social Media Platforms, which
includes YouTube, Facebook, and others (Balakrishnan & Griffiths, 2017). Within 2021, it is
estimated that the number of SM users will be 3.02 billion in the world (Figure 1). The
figures state that the increasing number of service users over the last 10 years globally. In the
year 2010, different social media platforms have been incorporated by each of the Fortune
500 companies (Batikas & Van Bavel, 2013). Within 2016, it was estimated that around 50
percent of large companies can have internal social networks sites like Facebook (McCown &
Nelson, 2009). It can be seen that several attempts have been made to unlock the potential
benefits to organizations due to increase in expansion of social networks (Jarrahi & Sawyer,
2012).
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Figure 1: Number of social media users worldwide from 2010 to 2021 (in billions)
(Statista, 2019).
It can be seen that different Social Media Platforms provides users with a diverse range of
services. This includes sharing of user-generated content and knowledge co-creation.
Moreover, social networking and other various collaborative activities can also be performed
through these sites (See-To & Ho, 2014). Besides, the use of social media in business
currently has helped to increase competitiveness and achieving business value for different
large and medium firms (Bughin & Chui, 2013).In a study regarding use of Social Media
Platforms has been analyzed. This study is about social media site using as a tool to facilitate
knowledge creation and innovation in different kinds of organizations. This study states that
the influence of social media has facilitated three out of four processes of creation of
knowledge. Moreover, incorporation of social media has helped in the growth of the process
of innovation (Papa, Santoro, Tirabeni, & Monge, 2018).Individuals can design and share
their innovative content through the help of social media that acts as a medium or channel
(Icha & Agwu, 2015).
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2.2. The use of social media in business
Different information regarding social media has been reviewed and it has been found that
these platforms are being widely used as these uses are affordable. It means that these
platforms are suitable for creating, sharing and exchanging business-related information over
the World (Leonard, 2013). Different advantages are there regarding use of social media
platforms for marketing. These benefits include repetitive delivery system, reaching
maximum audience within minimum time and exciting visuals (Beatty, 2015; Bilgihan,
Barreda, Okumus, & Nusair, 2016). However, there are drawbacks as well, including higher
cost of paid promotion, requirement of audio scripting and need for resources and expertise in
social media marketing (Cardon & Marshall, 2015). Different integrated forms of social
media are being introduced and it is ensuring more competitiveness and complexity in the
corporate world. For maintaining brand reputation, most of the firms are focusing on social
media marketing (Langer, 2014). Features of social media including cost-effectiveness and
user-friendly manual for sharing business-related information, social media platforms have
become one major part of the integrated communication strategies of organizations (Fischer
& Reuber, 2011).
Using a social media platform can allow organizations to improve business communications.
It can help to motivate employees through effective communication and overall efficiency of
organizations can be improved as well (Akkirman & Harris, 2005; Bennett, Owers, Pitt, &
Tucker, 2010). Besides, it is important to understand the justification of social media usage by
organizations to improve their performance (Horn et al., 2015; Tajudeen, Jaafar, & Ainin,
2018). Social media platforms have promoted development of relationship between internal
stakeholders outside the work. Moreover, external stakeholders including customers are being
able to communicate with the organization easily (Langer, 2014). These platforms have
become media through which organizations communicate with their business stakeholders
(Leonardi, Huysman, & Steinfield, 2013).
2.3. Social media marketing
Social Media Marketing (SMM) for business has been described as a powerful tool to reach a
wide range of prospectus and customers (Karimi & Naghibi, 2015). Through this marketing
strategy, business is able to create and share their marketing strategies using text (Facebook
and Twitter) or videos (YouTube). The incorporation of SMM as a recent phenomenon and a
major player in creating awareness (Keegan & Rowley, 2017). It has been also stated that
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SMM acts as a great tool for organizational branding. This aspect impacts on behavior of
consumer. Moreover, it offers a strong tool for increasing the efficiency of an organization
(Icha and Agwu, 2015). For instance, YouTube has been described as a new sophisticated
element influencing consumer behaviour, and how businesses and consumers are
communicating with each other (Pandey, Sahu, & Dash, 2018).
In 2005, YouTube has established and from then a notable development can be seen in the
process of video-sharing. Later, Google has taken over the duty of blooming of YouTube for
transforming it as a revenue-generating product (Gerhards, 2017). In the next year, significant
development can be seen on YouTube. Google has shifted the strategy to advance YouTube
and developed it as an essential tool of advertisement (van Es, 2019). YouTube has been
recognized as an essential media sharing site. In this channel of social media different types
of intelligence has been used for producing ideas, content, and data (Xiang & Gretzel, 2010).
Moreover, this channel is considered as a popular platform for sharing videos online. Other
platforms that have video sharing ability include Facebook (Carter, 2016).
The increasing use of this channel in the previous years has supported many firms in building
a strong base for the business. Hence, these organizations depend on YouTube for sharing
videos regarding promotion of products. Hence, it acts as a valuable partner for organizations
who conduct product promotion (Waters & Jones, 2011). However, different Social Media
Platforms have similar benefits and functions. Hence, a manager needs to select an
appropriate SM platform for advertising their products. Different substances can be promoted
well if the demonstration is done through videos that can be placed on this channel (Icha and
Agwu, 2015). Different kinds of formats are incorporated by this SM channel for advertising.
This includes display advertisements, video advertisements that can be skip-able and non-
skip-able (YouTube, 2019c) (Appendix 1). A rich source has been used by YouTube for
criticizing information regarding organizational strategies. This is better than other Social
Media Platforms like Twitter and Facebook that uses textual information. Hence, it is
essential to investigate the relation or link between strategy of an organization and social
media marketing especially through YouTube by companies. Facebook holds the first place
regarding the most used social media platform with 66.75%. Besides, YouTube has gained
third place with 6.06% (Figure 2).
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Figure 2: Social Media Stats Worldwide, June 2018 - June 2019, (StatCounter, 2019).
YouTube is used to show advertisements by business with a prime aim to increase service
users’ awareness or a new product or strategy (M. Odhiambo & Adhiambo, 2012). This new
method of communication has opened several gates for criticism from service users and other
competitive organisations on the materials used in these adverts such as gender, race or social
status.YouTube considered a popular for video marketing, and it has been an integral part of
the social media marketing since it is becoming a social networking site (Voorveld, van
Noort, Muntinga, & Bronner, 2018). For instance, Sony Mobile has created The Take Out, a
weekly YouTube show which showcases movie trailers, music videos, apps and video clips
from across the social web.
There is a wide range of business literature that contains evidence of successful online video
marketing. These marketing procedures have been done through YouTube and other video
sharing sites (Freeman & Chapman, 2007; Jarboe, 2011; Miller, 2011; Waters & Jones,
2011). Organizations often build a unique identity of organization with the help of strategic
communication efforts via video production for branding and identity-building efforts
(Waters & Jones, 2011). A positive relationship has been reported between social media
activity and success of an organization's brand in the market. Therefore, the study
recommended that organizations need to design proper SMM strategies for increasing their
brand engagement. Moreover, this can help in creating more customer delights (Olotewo,
2016). However, other opinions argue that creation of brand awareness or even develop a
19

business cannot be done by social media alone. Hence, involvement of traditional advertising
channels is also required (C. A. Odhiambo, 2012).
There is a need to understand how the audience engages with brands as result of video
advertising. The world of Social Media Platforms are vast and has potentials to introduce
brands (Gensler, Völckner, Liu-Thompkins, & Wiertz, 2013), share update on products
especially the “how to” type of instructions which help to organisation to save time and effort,
and at the same time reach a wide range of customers simultaneously. For instance, major
telecommunication companies like Apple, Samsung and Huawei have used Social Media
Platforms to launch their new products and announce it to the public. However, it is not clear
yet what strategies followed by these organisations to introduce or launch their products.
Further, there is a need to explore the impact of using Social Media Platforms on the
organisational strategy.
Apple and the use of YouTube
There are 8,785,303 subscribers since Apple joined YouTube on June 21, 2005, with about
550,552,439 total number of views (YouTube, 2019a). The company has shared hundreds of
videos on keynotes from their managers, introducing a new service, introducing a new
system, or a new device (YouTube, 2019a) (Appendix 1). The company main aim by using
different social media network sites is to expand its outreach and offering short videos on
their products tips and tricks (Business Insider, 2017). In education, YouTube was used by
teachers to teach English as a foreign language and stimulate learner autonomy due to
enhanced conversation, listening, and pronunciation skills. Afterwards, students were able to
access and broadcast these materials using their Apple products to navigate, share and
participate (Watkins & Wilkins, 2011). In business, YouTube considers as a golden
opportunity for business to develop through marketing their products, engagement practice
with audiences, developing business model and platforms (Burgess & Green, 2018; Miller,
2011).
Samsung and the use of YouTube
Samsung has 3,647,354 subscribers on YouTube since joined the platform on Mar 10, 2006,
with 407,656,444views (YouTube, 2019b). The company has introduced a Live Broadcast
channel in YouTube from individuals to groups or even public through the YouTube Live.
The company has introduced new smartphones are YouTube friendly on their websites such
as Galaxy S6 edge+ and Galaxy S10e, S10, and S10+ (Samsung, 2015) (Appendix 2). The
20

company has developed a marketing strategy to advertise their new brand's TV
campaign. Samsung made the most of YouTube's video remarketing functionality in two
methods. First, it generated incremental reach using negative remarketing. Then it generated
qualified engaged views by remarketing to people who had previously viewed promotions
around the GearFit smartwatch. For raising awareness and creating additional buzz, YouTube
was a strategic choice that helped Samsung to reach its broad target audience efficiently
(Think with Google, 2015).
Huawei and the use of YouTube
The new emerging company has 58,807 subscribers on YouTube since July 15, 2010, with
about 36,948,101 views. The company shares similar videos’ type to the previous two
companies. However, the published content is about the problem the company has with the
US and therefore news is shaping most of the content on their YouTube channel (Appendix
3). In a recent order by the US, executive has blacklisted the Chinese group Huawei. They
cited that this blacklisting has occurred due to security concerns. Moreover, the US made a
concerted effort in convincing western allies for dropping the company from their 5G
networks (Financial Times, 2019). The company has published several videos in response to
the recent allegation by the US government on their violation of the US law. However, as this
issue under investigation, most of the available data on the company before May 2019 will be
retrieved. Strategies from the organisation’s website will be accessed to review their use of
social media platforms like YouTube.
2.4 “Exploring the concept of impression management via social media in
businesses”
Concept of impression management can be discussed by the help of Goffman theory. While
studying social interaction, impression management is one of the essential focal points. As
opined by Picone (2015), impression management involves the appearance of a person,
actions and involvements. Business organisations like Apple and Huawei maintain their
impression through social media marketing. Different essential service to customers is
provided through the help of social media. This helps these companies to create and maintain
an impression among customers. In addition, Felix et al. (2017) argued that impression
management helps to build brand perception. Goffman stated in his theory that impression
management is not limited to upholding one's personal image, but it helps to increase the
21

image and reputation of a group or industry. Hence, impression management could help to
elevate the reputation of an industry.
According to Goffman, impression management does not mean to deceive others (Guesalaga,
2016). Hence, companies need to conduct impression management by presenting their
activities to their audience. Moreover, they should not concentrate on showing poor qualities
of their competitors. Dramaturgical analysis of Goffman states that people and groups are
performers that convey their impression to their audiences. As opined by Habibi et al. (2014),
different business organisation must consider themselves as student and they need to
concentrate on their performance. Different performance like quality maintenance of
products, innovation in products must be conveyed through social media to target audience.
Audiences, in turn, will interpret this conveyed message and brand perception can be built in
this method. Moreover, through social media platform feedback of audiences can be collected
and performance can be improved in the future by incorporating that feedback. Moreover,
Lillqvist and Louhiala-Salminen (2014) argued that regular conveying of message regarding
performance of a firm creates a respectable impression among target audience. Hence,
competitive advantage can be gained in the market and brand image can be improved.
Organisational impression management can be defined as any activity that is designed
purposefully for influencing target audience or customers. These activities are undertaken by
an organisation for shaping public opinion and creating a good brand image in a competitive
market. Large organisations undertook deliberate activities or strategies like advertising,
blogging on social media and creating an online campaign. These deliberate activities are
termed as performances by Erving Goffman in 1959 (Picone, 2015). Moreover, maintaining
communication can also be done through the help of social media channels like YouTube.
High level of interaction with target customers helps to build good relationship with
consumers and impression can be improved. Recently blogging in social media and YouTube
campaign by large organisations like Nike has helped them to improve their impression.
Campaign regarding different social issues like women empowerment is used to design
campaign. Hence, both improvement of society and company impression can be done by the
help of this channel.
2.5. “Exploring ritual theory”
Ritual can be defined as a set of activities that are performed by a certain community as per
their tradition. These activities include words, gestures, and objects that are usually performed
22

in a particular set sequence. There are seven features of ritual include meaningful movement
and gesture, repetitive actions, symbolic celebration, important events, significant words,
connecting individuals with their past and communal action. These seven characteristics are
performed by management of large organisations such as Huawei, Samsung, and Apple. Bell
(1992) has argued that different characterisation of ritual can be done. This author has
characterised the term ritual by traditionalism, formalism, rule-governance, invariance,
performance and sacral symbolism. Traditionalism considers ritual as traditions and
formalism denotes that ritual force people to use formal style of oratorical. As per Cathrine
Bell, rituals are controlled by rules and it can be considered as invariance. In addition, this
book has mentioned that rituals are performed to simplify chaos of life and rituals consist of
sacrifices as well. If social media marketing can be considered as a ritual of business owners,
then these characteristics can be found in their performance. Performing these actions are
helping organisations to be connected with their customers and promote their products
successfully. On the other hand, Summers-Effler (2006) have mentioned that rituals are
potent enough to generate a set of emotions regarding forming the basis for beliefs, symbols,
culture, mortality, and belief. As per this author, patterns of interaction with the passage of
time are being generated by performing rituals. The pattern of performing ritual is-
interactionemotionsymbolinteraction. This cycle of ritual can be seen in the case of
social media marketing. Analysis of this cycle performed by management of organisation
reveals role played by social media platforms such as YouTube in influencing marketing
strategies of large organisations including Samsung, Huawei, and Apple.
Two authors, Goffman and Collins have argued on the ritual theory and have made different
statements. As per the ritual theory, self-attributed characteristics are attributed to the realm
of interaction and both authors have contradicted on this point. According to Goffman, self
has derived from encounter and not from individual. As mentioned by Summers-Effler
(2006), it means that encounter needs to be carried out in a right technique to encourage
participants to attribute selves to people who are ensuring encounter. Management of
organisations interacts with potential customers through social media platforms and
influences their emotions. That leads to creation of symbols and again interaction takes place.
It seems like a ritual of implementing social media marketing strategies are being performed
by firm managers and social media is indirectly influencing decision making regarding
development of marketing strategies. Hence, it is essential for organisations to include these
theories while framing strategies.
23

2.6. Summary
Three organisations are selected for the purpose of this review is Apple, Samsung and
Huawei. Their strategies will be reviews for the last 4 years between 2015 and 2019. This
section of this dissertation has included information from authentic literature regarding the
role of social media platforms in influencing marketing. All the sources were from the last 5
years and all of those sources were focused on the role of social media, especially YouTube
on business. Tables are used to present the data regarding the impact of YouTube on
marketing strategies of organizations between 2015 and 2019. The process of critical
evaluation of literature has been mentioned in Table 1. Product launch events of three
multinational companies including Samsung, Huawei, and Apple in 2015-2018 are being
reviewed in this research. Product launch video of all three companies from 2015 and only
Apple's from 2016, 2017 and 2018 are being analyzed.
24

SECTION 3: METHOD & METHODOLOGY
3.0 Introduction
Selecting research methodology is an important part of the research project as it helps to get
trustworthy research outcome. It is the responsibility of researchers to evaluate all kinds of
methods and select the appropriate one for conducting research as per requirement.
Evaluation of different methods allows researchers to develop a clear understanding of the
best technique to determine solutions of identified issues related to the research topic. This
chapter of dissertation is focusing on research paradigms including discussion on research
design, research philosophy, and research approach. This chapter is also concerned with
different data collection method that can help the researcher to conduct the research and gain
desired objectives. The appropriate method of data collection and data analysis have been that
has been considered in this case, have been mentioned. Moreover, research timeline and
different ethical considerations are also discussed in this chapter of dissertation. Ethical
consideration can help the researcher to eliminate any sort of legal complications during
conducting this research.
3.1 Research outline
Research outline is system of forming a framework that can help to conduct the research by
following a road map of research. As opined by Saunders et al. (2018), framing a certain
research outline helps a researcher to gain desired objectives. Moreover, flow of research can
be maintained by the help of research outline. It is a preliminary action that needs to be
performed at the beginning of research methodology. This can help both researchers and
readers to gain insight into understanding the methodology that has been adopted to perform
research. A well-structured research outline has various advantages while performing a study.
This step of methodology gives an idea about the means that researcher is following to
achieve the aim and objectives. Moreover, Arantes do Amaral et al. (2018) argued that
research outline helps to set goals that need to be achieved while performing research. In
addition, organisation of the research work can be completed with the help of this process.
Appropriate designing of research outline helps to complete the process of data collection and
analysis in the given time (Thomann and Maggetti, 2017).
Research outline for this study is given below:
25

Table 3.1: Research outline of this study
Methodology Outline
Philosophy Interpretivism
Approach Inductive
Design Exploratory
Sampling technique Secondary
Data analysis Thematic
3.2 Research paradigm
Different approach to research can be discussed in this section of methodology. Paradigm is a
Greek word, which means pattern. Hence, this section can help to set a pattern of research by
selecting different methods and models. As opined by Gehman et al. (2017), research
paradigm is considered as a set of beliefs and values regarding subject matter and population
upon which research will be conducted. The right choice of paradigm helps to fulfil all the
criteria of research and objective can be gained successfully. Under this section, research
approach, design and philosophy have discussed that help to lay a path of conducting a study.
3.2.1 Research Philosophy (Interpretivism research philosophy)
This part of methodology deals with source and development of knowledge about the subject
area. As stated by Kumar (2019), research methodology can be said as a belief regarding
different conducts that can help to collect and analyse data about a phenomenon. In research
onion, philosophy is placed in the outer layer that denotes it is the first criteria that needs to
be fulfilled by the researcher. In business research, it is essential to discuss regarding
philosophy that helps to show depth of the study. There are different types of research
philosophy that includes positivism, interpretivism, and pragmatism. In pragmatism research
philosophy, concepts of a study are accepted as relevant, if they support actions. As per
ideology of pragmatics, research questions are considered as the most essential determinant of
a philosophy. If pragmatism is adopted in a study then multiple research methods can be
applied like qualitative and quantitative. On another hand, positivism research philosophy is
based on observations and factual knowledge. It only supports quantitative research approach
that helps to conduct observations and statistical analysis (Mackey and Gass, 2015).
However, interpretivism philosophy helps researchers to interpret different elements of a
26

subject area. In-depth research can be conducted through the help of this research philosophy.
Data collected by interpretivism approach helps to input personal viewpoint and values.
Moreover, data collected through this approach can help make clear understanding of the
subject area. Hence, for conducting this research, interpretivism research philosophy has been
chosen.
Justification for choosing interpretivism research philosophy
In this research, primary data collection regarding the role of social media cannot be
collected. Secondary research method has been applied to analyse the role of social media
that facilitates organisational marketing strategies. This purpose can only be solved by the
help of interpretivism philosophy. As stated by Silverman (2016), data collected by
interpretivism philosophy has high level of validity because data are trustworthy and relevant.
Hence, different roles of YouTube can be analysed, and in-depth knowledge can be gathered
with the help of this philosophy.
3.2.2 Research approach (Inductive research approach)
Research approach is another essential tool of methodology, which helps to conduct a
research programme in the right direction. Choosing a suitable research approach helps to
gain desired research outcomes. As stated by Taylor et al. (2015), correct selection of
research approach helps a researcher by directing the research in the right path to achieve its
desired aim and objectives. Deviation from the right path can cause research to fail to achieve
its aim, objectives and answer the research questions, which therefore could result in losing
resources [time and money]. A deductive research approach is a popular approach that is
adopted by many researchers for developing and testing hypotheses. Hypothesis of research is
developed based on theories that are pre-existed. Moreover, it helps in generalising from
general to specific. On the other hand, abductive research approach helps to provide an
explanation of the problem statement or puzzle that are encountered earlier by the researcher.
In inductive research approach, generalisation happens from specific to general. Different
theories can be proposed at the end with the help of observations. In this study, inductive
research approach is chosen.
Reason for selecting inductive research approach:
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In this research, no hypothesis is drawn that needs to be tested. Hence, inductive research
approach is chosen that can help to achieve research questions, aims, and objectives at the end
of the research process. Different theories regarding the role of social media platform that
facilitates marketing strategies can be developed. This can help to gain better understanding
of the subject area. Answers to research questions can be explained by collecting relevant
data that can help achieve research objectives.
3.2.3 Research Design (Exploratory research design)
This is another essential part of research methodology, which helps to develop a suitable
framework for analysis. Research design can be considered as a tool that helps in elaboration
of a right pattern. As opined by Quinlan et al. (2019), research design can be used to develop
popper research methods and models, which can help in data collection and analysis. There
are different types of research designs that include exploratory research design. This design
helps to generate insights about a given situation. Moreover, this research design helps to
collect non-quantitative data from selected population. On the other hand, explanatory
research design helps researchers to build a better understanding regarding causes and effects
of a problem. In addition, descriptive research design helps incomplete evaluation of given
factors and helps in testing of hypothesis. Hence, in this research, exploratory research design
has been chosen that can help in collection of data and analysing.
Cause of choosing exploratory research design
This design is chosen because it can help to explore different research questions of this study.
As stated by Fletcher (2017), exploratory research design does not aim in providing a final
conclusive answer rather it helps in exploring the problem. Advantageous Aspects of this
research design have been evaluated before this research and based on those facts these
research designs have been selected for this project. Selection of this design helps to increase
understanding of the topic. Researchers have been allowed to collect in-depth information
regarding the research topic by considering exploratory design. In addition, it can be stated
that this design has allowed researchers to explore present literature on the topic for
generating new insights. As mentioned by Taherdoost (2016), this research design allows
testing present concept of researcher regarding the subject of the research. This aspect has
helped in this case to identify potential gap in knowledge regarding role of platforms of social
28

media on marketing strategies of organisations. This design has contributed to identifying
potential solutions that can mitigate issues related to the research topic.
3.3 Data source (Secondary data)
Data can be differentiated into two different kinds including primary and secondary data.
Information collected from the respondents based on their practical experiences is considered
as primary data. As opined by Kothari (2004), collection of data from previous research
works and literature are called secondary data. It is important to understand the requirement
of research before choosing appropriate sources of data. Various advantages and
disadvantages of secondary data exist and after evaluating all these aspects, data source have
been chosen. Secondary data sources help in international comparative studies and this kind
of data is useful in case of longitudinal studies. Research has got the opportunity to study past
and present theories and concepts related to the impact of social media marketing on business.
As previous researchers have proven their point with evidence, it can be said that secondary
data is more authentic for considering for research work. On the other hand, Wiek and Lang
(2016) have mentioned that authenticity of source of data must be checked before collecting
secondary data for avoiding error in result. There are many sources of secondary data that
provide information without evidence and this kind of sources has been avoided in case of
this research project.
In this research project, secondary data is being collected from authentic sources. Authentic
journals, books, and databases have been considered as main sources of secondary data. This
research is about assessing role of social media channels on marketing strategies of
organisations. Information related to this topic has been considered an appropriate source of
data. However, many authors of secondary sources do not provide permission to others to
study their projects. In those cases, researchers are bound to pay accordingly for permission.
Secondary data sources consist of theories and models that support understanding research
topic. As opined by Aithal (2017), the focus of previous researchers on theoretical
framework, allow researcher to research on similar theories that can support their research. In
case of this research project, researchers have understood that the ritual theory is related to the
role of social media channels on marketing strategies of companies. After realising this fact,
researchers have focused on searching for secondary resources that have discussed this
particular theory. On the other hand, secondary sources have shed light on different potential
29

issues that are being faced by organisations due to the strong impact of social media platform
on marketing strategies of firms. Previous researchers have mentioned that different
stakeholders of companies get affected differently by marketing strategies implemented by
organisations. Social media has successfully connected stakeholders of business. Relying on
the secondary data sources have helped researcher t understand both positive as well as
negative impact of social media on decision making by managers of organisations while
making marketing strategies. Time and cost efficiency of availing secondary resources attract
researchers towards this kind of data. Researchers get data easily without proving much
effort. For this reason, secondary data is more preferred than primary data. However, biases
are more often in case of secondary data and it may lead to generation of incorrect research
outcome.
3.4 Data collection method (Secondary data collection)
Different kinds of techniques are there for collecting appropriate data for research project.
Among all these techniques, one is selected by researcher as per the requirement of the
research. However, McCusker and Gunaydin (2015) have narrated that both benefits and
drawbacks of data collection technique must be studied before selecting an appropriate one.
In case of this research project, secondary data has been collected from authentic and reliable
resources including databases, books, and journals. Keywords related to research topic have
been used to search for relevant resources. Using has helped to gather specific information
within minimum time period. Secondary data collections save time and it is easier to
complete research within minimum time period. Simplified process of data collection has
helped researchers to cope up with time constraints. On the other hand, revolution change in
the availability of internet has increased accessibility. As opined by Cuervo‐Cazurra et al.
(2017), anyone with an internet connection may access information of previous researches as
per their choice. However, researchers have faced that some of the contents are locked and
author’s permission is required to read those documents. In those cases, researchers have
respected the approaches of those authors and did not try to read that information without
consent of the authors.
One major advantage of collecting secondary data is its lower cost. Secondary data collection
is cost-efficient. In this case, the researcher was bound to complete the entire project within a
limited budget. This data collection technique has been selected due to its cost-efficiency.
Antwi and Hamza (2015) have mentioned that reviewing secondary data helps to generate
30

new insights and helps researchers to understand new perspectives towards research topic. In
this case, previous research papers related to the role of social media in facilitating marketing
strategies of organisations have shed light on new perspectives and have allowed researchers
to explore those perspectives for generating new insights regarding the chosen research topic.
Researcher has not gathered primary data. However, the result of analysis of primary data
collected by previous researchers has been analysed in a rigours manner. This aspect has
helped to understand different perspectives of stakeholders of organisations that use social
media for marketing. It has been easier to understand changes in thinking process of
management of organisations while developing marketing strategies due to the existence of
social media platforms. As stated by Wiesche et al. (2017), secondary data collection allows
to focus on specific areas and researchers can gather in-depth information related to specific
areas associated with research topic. In the case of this project, all potential issues related to
research subjects have been identified and researchers have figured out possible solutions that
can help in mitigating identified issues. This approach of the researcher has helped in
generating trustworthy outcome from research. In addition, collection of secondary data has
supported in comparing different perspective of different previous researchers.
However, secondary data collection techniques have drawbacks as well and disadvantageous
side of this method has been evaluated before collecting secondary data. As opined by Pruzan
(2016), lack of accuracy in secondary data may lead to generation of incorrect outcome.
Many authors become bias while writing the result part after data analysis. It is possible for
researchers to gather bias data. For avoiding this drawback, analysis part of data of each
selected secondary sources have been reviewed. The researchers have provided the best effort
to avoid collection of biased information to ensure the generation of error-free research
outcome. There is a high chance of selecting outdated information and it may lead to
inaccurate result generation (Wallace and Sheldon, 2015). In the case of this project,
researcher has selected journals, books and database information that has been published in
recent years to avoid inappropriate consequences due to outdated data. Hence, it can be said
that collection of secondary data from authentic source have helped to generate bias-free,
reliable and accurate outcome.
3.5 Data analysis technique (Secondary thematic data analysis)
Selection of data analysis technique is done based on type of gathered data. Different
techniques are there that allow analysing data and after evaluating all alternatives. As stated
31

by Silverman (2016), both benefits and drawbacks of data analysis methods require to be
checked before considering a particular one. In case of this research project, thematic analysis
of collected secondary data has been done to achieve trustworthy research outcome. Thematic
analysis of data has helped to understand different viewpoints of authors regarding the role
played by social media platforms in facilitating the marketing strategies of organisations.
Researcher has studies theories that have been described by previous researchers for
supporting their content. On the other hand, Bernard et al. (2016) have mentioned that
different perspectives of important stakeholders of business towards impact of social media
on marketing strategy of firms have been understood clearly. Selection of this particular data
analysis method has helped to study past experiences of individual researchers while
conducting research on related topics. This aspect has helped to identify potential issues
related to the subject of research. One major advantage of thematic analysis is that this
technique is supportive to interpretation of themes with evidence from previous research
Phillippi and Lauderdale, 2018). Following the process of secondary data collection, the
research has developed themes that can lead to generation of new insight. These themes have
been interpreted in the further part of this dissertation. Based on these interpretations,
summary of the research has been written. However, researchers have explored wide-ranging
facts associated with the subject of research through thematic data analysis. Flexibility of
thematic analysis technique has helped to study as well as understand different theories and
their applications. It can be stated that thematic analysis provides opportunity to enrich
knowledge regarding different theoretical approach related to facilitation of marketing
strategies of organisations such as Apple, Samsung, and Huawei by social media platforms.
These organisations are trying to comply with technological revolution, and they are
considering social media sites for promoting their products and services.
However, thematic analysis has drawbacks as well and those aspects may lead to generation
of inaccurate outcome. As mentioned by Chauvette et al. (2019), being flexible by nature,
thematic data analysis does not allow researchers to focus on particular nuance data and this
fact is potent enough to create error in the final result. It is very important to consider
theoretical framework while analysing data to overcome limitation of interpreting themes.
This data analysis technique is supportive of identification of current trends. Biasness is
another drawback of secondary data and it may influence thematic analysis negatively.
However, the researchers have avoided all kinds of biases while doing thematic analysis of
32

secondary data. Only relevant articles, books and databases have been reviewed during
development and interpretation of themes.
Themes of this research are mentioned below,
- Benefits of considering social media platforms while developing marketing strategies
- Impact of social media marketing strategy on important stakeholders of business.
- Role of social media platform in facilitating decision making by managers
- Theoretical approach plays an important role in understanding the impact of social
media on marketing strategy of organisations.
Table 1: Critical Review of Companies’ Strategies on YouTube
Year/
Company Name
2015 2016 2017 2018
Apple
Samsung
Huawei
Figure 3.6 Ethical considerations
It is often believed that secondary research does not involve any ethical approval or
consideration. However, in reality, different ethical issues need to be considered while
performing secondary data collection. Permission from supervisor has been taken on behalf of
institution for collecting data for this research. Moreover, communication with supervisor has
been maintained throughout the study, which has helped to increase transparency of the study.
As stated by Johnston (2017), secondary research involves collection of data from articles and
papers of other researchers. Hence, content from those researchers is essential. In this
33

research, consent from all related researchers is gained and decent subscription charges are
provided during retrieving these journals.
Secondary data collection is a highly ethical approach that helps in reducing burden from
respondents. During collection of secondary data, a researcher may confront different issues
that include privacy issues, intellectual property issues, and conflicts of interest. Hence, data
is collected by maintaining rules and regulations prescribed by the data protection act 2018.
Maintaining rules can help the researcher to avoid any breach of data, which can cause loss of
reputation and resources. Data are collected from relevant sources by giving required
subscription charges. Cloud technology is used to store data and authorisation is given to few
persons who are related to this project of business study.
In addition to this, during conducting this research a credit to the previous researchers has
been given. This is an essential ethical issue that helps to increase transparency of data
collection and analysis process (Engel, 2016). Different journals and articles of other
researchers have been collected on social media and its implications on business marketing.
Information that is taken from these materials is cited. Hence, this has helped to conduct this
research in a rigorous manner and by eliminating different issues related to bias and
plagiarism.
3.7 Research Limitations
While conducting this research, different limitations have been encountered by the researcher.
This includes lack of time as secondary research has been conducted. Secondary data
collection and analysis is time-consuming that involves collection of resources, sorting those
resources under relevant themes and analysis of information (Clarke and Cossette, 2016).
Lack of adequate time has created a barrier in this research. Lack of time has hampered the
process of data analysis, which requires additional time to set themes and conduct analysis of
gathered resources. This can help the researcher to discuss different implications of social
media in organisational strategies. Moreover, financial budget of this research is low, which
has created lots of problems that include lack of resources. Assessing different relevant and
updated journals and articles requires huge subscription charges. Without adequate financial
resources, a project cannot be completed successfully.
Another limitation of this research is authentic data that is retrieved from updated journals
and papers. Majority of obtained paper contains biased answers with errors and old
34

information. Business marketing and social media are changing with changing demands of
the market. Regular change can be viewed in marketing strategies and social media. Hence,
updated journals and articles are only required to fulfil the criteria of this study. As opined by
Mayer (2015), collection of updated and error-free information can help a researcher to gain
desired outcomes from a project.
Researchers have faced another essential limitation of relevancy of retrieved material. It was
found that many gathered resources have inadequate description and information about social
media platforms like YouTube and its role in organisational strategies, especially in
marketing. This is because applying social media in business is a new concept that has been
adopted by some big and medium enterprises. Hence, scarcity of data has been faced by the
researchers. If these limitations were not there, more accurate result could be generated from
this research.
3.8 Research timeline
Figure 3.8: Timeline
3.9 Summary
In this chapter, different methods and models are discussed that has helped the researcher to
conduct this study. A research outline is described, which has provided the route that has been
followed by the researcher. Moreover, research paradigm is described in this part of
dissertation. Different parts of paradigm that consists of philosophy, approach and design are
discussed in detail. For completing this research, interpretivism philosophy is also selected in
this part. In addition, inductive approach has been selected to conduct this study. This can
help the researcher to gain desired objectives and achieve answers to the research questions.
Answers to research questions can be achieved by exploring different aims and objectives.
Hence, exploratory research design has been chosen for this research. Secondary research is
35

done in this study and data is collected on the basis of different themes. Thematic study and
analysis are selected to collect and analyse data under some predetermined themes. Different
ethical considerations have been mentioned in this chapter of dissertation. Collecting consent
from previous researchers, maintaining transparency and protecting data from any breach are
some major ethical considerations that are adopted in this project. Several limitations of this
study are also described that has created a barrier in front of researchers. A project timeline is
added at last that contains time frames and schedules of this research.
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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 analyse the role of social media like
YouTube in organisational 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 organisation
Apple Inc. is one of the leading organisations that manufacture different products including
mobiles, portable digital music player, personal computers and media devices. This
organisation has been established in the year 1977 and since that time they are serving
innovative products to satisfy the needs of their customers. This organisation has experienced
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 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
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
37

addition, iPhone Xs was launched in September 2018, which has many unique features like
faster face ID technology. These features have 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 well-known branding and marketing of
these products through the help of social media. Tim cooper the CEO of apple personally
come in every launch event and described the feature that has been offered by the company.
This has helped to gain loyalty of customers.
Table 4.1.2: Data sample table
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
Samsung
Galaxy Note 9
Huawei Mate 20 and
Mate 20 Pro
Supplementary analysis
38

4.1.3 Analytical process by adopting the longitudinal study
In this study, longitudinal analysis has been used that can help to analyse 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 any
given company. Apple Inc. has designed its 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
generation has been done by analysing 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 forms the basic unit of analysis. The collected data are
categorised under these codes that have helped in systematic analysis. Codes are different
concepts and categories that help researchers to break down the data and conduct analysis
(Brians, 2016). Different codes are provided in the chart below:
Table 2: Contents and meanings of The Code
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.
Recognising
contributions
Mentioning contribution of
all stakeholders
This code incorporates all instances
when the speaker mentions
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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
brand to customers.
Describing values Talking about
organisational values
This means all moments in the
videos when the speaker
demonstrated different values,
mission and vision of the
organisation.
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 favour of their
own product.
Stating expectations Sharing future assumptions
regarding product success
This code denotes mentioning 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.
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 This code represents all moments in
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to provide support to
customers regarding the
product
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.
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
regarding the
company of apples
and its achievements
in detail.
The CEO of Apple
has mentioned
different services
like apple app store.
He has talked about
the products like
iPhones and iPads
and mentioned that
combination of
advanced products
and developed
software has made
these products most
popular. He told that
around 500000
games are there in
apple app store.
Brand promotion,
Positive
participation,
Recognising
contributions
41

13:30 - 25: 25 Speech has been
delivered for the
target markets like
youths and students.
Main theme of
speech in this part is
working together.
Description has been
given how target
market like youths
and students can use
apple software and
devices to perform
real-time
collaboration. This
can help in
modernisation of
education. Speaker
also mentioned the
customer satisfaction
rate regarding
different products
like apple watch.
Pleasing customers,
Describing values,
Brand promotion,
Positive
participation
25:25- 50.55 Product description
of apple watch.
In this event along
with iPhone 7 and
7s, apple watch
series 2 was also
launched. Different
features like second-
generation system,
navigation features.
Moreover, the use of
this watch to
sportspersons has
also been described.
Speaker told that it's
simple and easy to
use for different
Pleasing customers,
Product
description,
Justifying price,
Brand promotion,
Effective
comparison
42

sports persons
[47:27min].
Comparison between
Apple and Nike
watch was also
drawn.
50.55 - 79:24 Introduction of the
product and
description of
advanced features.
The speaker
introduced the
product and started
the speech by saying
“this is the best
iPhone that we have
made” [50:59 min].
Different features of
iPhone 7 like jet
black colour, steel
body and black logo.
Other colours like
gold and silver are
also mentioned. A
high-speed camera is
also described by
mentioning different
improved characters.
Justifying price,
Pleasing customers,
Company support,
Product description
79:24- 90:04 Introduction and
description of
iPhone 7 plus is
given in this part.
The product is
introduced and
unique features like
dual speakers are
described. For
engage audience, the
speaker gives some
statistics regarding
current users. There
are around 900
Pleasing customers,
Brand promotion,
Product description
43

million users of
iPhones around the
world.
90:04 - 98:23 Comparison between
new and old
products.
In this part of the
video, the speaker
drew a clear
comparison between
older products of
this series like
iPhone 6. For
example, battery life
of iPhone 7 plus is 1
hour more than
iPhone 6 plus.
Justifying price,
Effective
comparison
98:23 - 119:03 Ending speech and
different
entertainment
programme
In this part of the
speech, the presenter
addressed to the
customers by
describing the
mission of the
company and the
values they provide
to consumers.
Consequently, an
entertainment
programme was
conducted to end the
event with a happy
note.
Stating
expectations,
Positive
participation
Case analysis for 2016 case report:
Analytical process
44

The observations in the 2016 case report were analysed by the help of different 1st order
codes (Apple, 2016). The observation column contains raw data that were noted as concepts
and categorised under different 1st order codes. Codes can help to analyse different
happenings in the given case or data (Saldaña, 2015). The researcher creatively noted the
phrases from case that can be considered as raw data. These raw data then logically related to
the 1st order codes.
Code details
In this study, 11 first-order codes were noted and described. These codes have appeared in the
whole case reports 23 times. Among these codes product description, brand promotion and
pleasing customers have occurred more time as compared to any other codes. These codes
occurred 4 times each, which proves that the speaker on behalf of the company has focused
on promoting the brand and products to the audience. Moreover, pleasing the customers can
help them to attract them and gain competitive advantage. In addition, it was found that the
code of effective comparison has occurred several times in this case report. This means that
the speaker has also put emphasis on comparing their products with other companies or
brands.
Findings from case: Procedure
It was observed that in the first 13 minutes introductory speech has been given. This includes
success rate of the company and promotion of brand. This has helped to draw the attention of
the audience and increase their engagement with the event. Development of software and app
store with more games has helped to promote the brand. In the whole video, the presenter has
created a buzz among customers about different products by providing detailed and improved
features. Description was viewed in large screen that can be considered as a part of
promotion. Moreover, during the time period of 1:30 -1:38, comparison has been drawn
between previous and current products. This can help customers to build a clear
understanding of new products.
Findings from case: Patterns and code relationships
As this is the first case that is analysed, hence inter-caste relationships cannot be performed
here.
45

2) 2017 pilot case report: iPhone 8 and iPhone X [launch date-12th September 2017]
Duration
(Min: Sec)
Actions Observation 1st order code
00:00-13:10 The voice of Steve
Jobs narrating the
value of apple, entry of
Tin Cook, Apple CEO
described the vision of
Steve Jobs and Apple,
entry of the senior vice
president for
describing retail of
Apple
The CEO has talked about
the mission of Steve Jobs
and values of the
organisation. Brand has
been promoted by stating
different business activities.
Angela Ahrendts has
entered [9:50 min] after that
and she has described the
retail success story of
Apple
Recognising
contribution,
Brand
promotion,
Describing
values,
Describing past
success
13:10-20:24 The SVP talked about
the contribution of
Apple to the
community and nation.
The overtaking by the
CEO to promote a new
product
In this part, the contribution
of Apple to the community
and the nation has been
mentioned. It has been
displayed that how apple is
encouraging people to learn
about technologies.
Introducing Apple watch
series 3.
Brand
promotion,
Describing past
success, pleasing
customers,
company
support
20:24-38:10 Entry of Jeff, the Chief
Operating Officer
The COO has explained
about mentioned product
Brand
promotion,
Product
description
38:10-52:35 Announcement of new
product (Apple TV
4K) by the Senior Vice
President, Eddy Cue.
Jenova Chen has
mentioned advantages
Features of the product
have been described in this
part of this event
Brand
promotion,
product
description
46

of the product.
52:35-75:15 Entry of the CEO and
he started sharing the
success story of
iPhone, introducing
iPhone 8, entry of Phill
W. Schiller, Senior
Vice president for
describing the features
of the product
All of the narrators have
mentioned about unique
features of iPhone 8 (for
example, the wireless
headphone has been
introduced to the audience),
price has been closed and at
the end of this part, the
narrator has mentioned that
date from which the buyer
will get to buy this new
iPhone.
Product
description,
effective
comparison,
stating
expectations,
justifying price,
pleasing
customers
75:15-91:19 Entry of the CEO for
announcing the launch
of iPhone X, Phill W.
Schiller took over the
show and described
the features of this new
product
In this part, the CEO has
mentioned about the
revolutionary changes in
iPhone and has introduced
iPhone X. Phill has been
invited on stage to mention
about unique features of
iPhone X.
Product
description,
effective
comparison,
pleasing
customers,
company
support
91:19-101:11 Craig Federigi, The
Senior Vice President
of Apple, has taken
over the show and
started demonstrating
iPhone X. Phill
returned to end the
demonstration of the
iPhone X.
In this part, Craig steals the
show by demonstrating the
iPhone X.
Product
description,
justification of
price
101:11-110:49 Phill started repeating
innovating features of
the iPhone 8.
In this part, Phill has
repeated the features of
iPhone 8 to drag attention
of the audience. He has
Product
description,
effective
comparison,
47

displayed positive
comparison between iPhone
X and iPhone 8. This
comparison part has started
at 102:20min
pleasing
customers,
stating
expectations
110:49-120:09 After returning back
on the stage, the CEO
has displayed the
promotional ad of
iPhone X to the
audience, he represents
small descriptions of
all other new products
that are being
launched, he murmurs
a line of Steve Jobs to
faecal his contribution,
all the employees are
recognised for their
contribution, he ended
the event
Tim showed the
promotional advertisement
of iPhone X and provided
small descriptions of all
new products of Apple. A
line said by the founder has
been stated to recall his
values and expectations. At
the end, Tim asked their
employees to stand up and
he has recognised their
effort and contribution in
developing these products.
After that the event has
been closed by the CEO.
Product
description,
recognising
contribution,
describing
values, brand
promotion,
company
support, stating
expectations
Analysis of 2017 case report
In this case, the same codes mentioned in Table 1, have been used to assess meaning and
pattern of the event. This video has been analysed by following the previously mentioned
method of generating 1st orders.
Analytical process
48

The video of 2017 product launch by Apple has been analysed to generate the 1st order
(David Krasniy, 2017). Duration, actions, descriptions and relevant 1st orders have been
noted in different columns. 1st order codes are denoting that the content of each of the phases
of the event. According to (Fletcher, 2017), this analysis process is potent to help in
evaluating entire video with perfection.
Code details
Total 11 1st order codes have been observed 33 times at different phrases of the event and
these codes have been noted. Product description and brand promotion are two codes that
have been used several times (respectively 7 and 5 times). It means that the narrators have
focused on describing features of their products, rather than other irrelevant things. This
aspect has made the event worthy to listen to. Frequent brand promotion has helped Apple to
attract potential buyers towards their new innovative products.
Findings from case: Procedure
The event has started with the precious lines of Steve Jobs and CEO has described the
founder’s values, mission and vision to the audience. Consequently, the contribution of Apple
to the community, nation and world has been mentioned along with its success story.
Gradually, the new products have been launched one by one by the leaders of this company.
Demos has been seen at many parts of this event and this approach has caught the eye of the
audience. A tone of business ritual was there in the event from start to finish.
Findings from case: Patterns and code relationships
Comparison of this case with the 2016 case has revealed that narrators of these speakers have
approached the audience sequentially. Most of the time at the event, they were showing
demos and were describing the features of products to grab the attention of the audience.
They have acknowledged contributions of all employees and they have provided their best
effort to engage audience with this event.
3) 2018 pilot case report: iPhone Xs, iPhone XR and iPhone Xs max [launch date- 21st
September 2018]
Duration
(Min: Sec)
Actions Observation 1st order code
49

00:00 - 7:49 Introductory speech.
Giving description of the
impact of the brand in
people's lives.
In this part of the
case, the speaker
described the impact
that Apple and its
products are having
on the lives of
customers. The
speakers stated that
over the years they
have been creating
different products
like watches, iPhone,
iPads that are
making life of their
customers easier
[5:19]. He also
mentioned that
Apple has recreated
the retail experience
making it more
engaging and
personal [5:30].
Positive
participation,
Brand promotion,
Describing values,
Company support,
Describing past
success
7:49 - 37:42 Introduction and
description of apple watch
series 4
Different features of
the watch have been
explained and
compared with
previous versions.
Assembling of the
gadget is explained
like passing of radio
waves [16:29] and
positioning of
microphone.
Detailed explanation
Product
description,
Brand promotion,
Justifying price,
Pleasing customers
50

of materials is done
like dual-core 64-bit
processor [17:20].
Availability of the
product is also given
in this event.
37:42 - 46: 30 Introduction about the
brand iPhone and
explanation of modern
technologies. Introduction
of iPhone Xs.
Different features
like powerful
processor face
recognition,
improved and smart
camera has made this
brand number 1 in
the world [38:05].
The speaker told that
improved and faster
service has increased
customer satisfaction
to 98% [38:19]. The
speaker introduced
iPhone xs by calling
it most advanced
through a beautiful
presentation.
Different features of
the product are also
explained like faster
processor, better
graphics. In this
portion of the
developer team has
been showed
gratitude for their
performance.
Brand promotion,
Recognising
contributions,
Product
description,
Effective
comparison
51

Comparison is drawn
between iPhone X
and other phones of
same brands.
46: 30 - 59: 20 Description of A12 Bionic
chip. This chip is designed
for only new version
iPhone.
Another speaker
came and described
the advantages of
A12 Bionic chip.
This increases the
strength of the phone
and everyday tasks
become effortless. It
increases tasking on
the phone 30% faster
[50:30]. Different
attractive features
like multitasking and
photo editing are
explained that
increased enthusiasm
of audience.
Justifying price,
Pleasing customers
59: 20 - 70:23 Steve Nash came in the
floor for describing home
court.
In this part of the
event, the advantages
of home court have
been analysed. These
features can increase
gaming experience
of the customers.
Development
experience has been
shared by the
speaker to increase
enthusiasm of
audience [64:54].
Justifying price,
Pleasing customers,
Stating expectations
52

Different future
plans are also
delivered in this part
of the event.
70:23-80: 39 Nash kept describing the
picture quality of the
iPhone Xs and he
explained e-chip
mechanism along with
different other features,
Lisa Jackson, The Vice
President of this company
has been invited on the
stage
In this part, most of
the focus of the
narrator was to
clarify the picture
quality of the new
iPhone Xs. other
different features
along with e-chip
technology have
been demonstrated.
At the end of this
phase, Nash invited
the VP on the stage.
Justifying price,
Brand promotion
Product description
80: 39-85:43 Lisa started describing
other aspects that have
been considered by the
company including the
energy efficiency, she left
the stage after inviting
Nash again,
Lisa has mentioned
the approaches that
have been taken by
Apple to reduce the
impact of production
on the environment.
She has mentioned
that Apple is using
100% renewable
energy to produce
iPhone [81:50]. She
has mentioned other
approaches to reduce
environmental
impact of Apple.
After her speech, she
left the stage to
Product
description,
Justifying price,
Company support,
Positive
participation
53

Nash.
85:43-107:13 Nash has explained more
features and the
promotional ad of iPhone
Xs has been displayed to
the audience, the CEO has
entered the stage and
provides some more
information regarding
updates of other Apple
products, the CEO has
closed the event after that
In this phase, Nash
has given specific
information
regarding the
uniqueness of the
iPhone Xs and has
shown the
promotional
advertisement of this
new product. The
CEO entered after
that and he has
provided some
updates of other
products. After that,
the event has been
closed and the CEO
has encouraged the
audience to hands-on
the new products.
Product
description, Brand
promotion,
Effective
comparison,
positive
encouragement
Analysis of 2018 case report
Analytical process
As done in the first and second case report, in this case also 1st order code generation method
was followed (Apple, 2018). The collected raw data by analysing the event video has been
categorised through interactive categorisation. Different essential information was supported
by providing the time in brackets as done in the first two videos.
Code details
54

The 1st order codes appeared 28 times in the whole event. Two codes namely brand
promotion and product description have appeared repeatedly in this event. Both these codes
have appeared 5 times each. On the other hand, pleasing customers has appeared 4 times and
justifying price 3 times. This proves that speakers have given focus on promoting their brands
and products by describing attractive features of new products. From 70:23, the frequency of
product description has increased, and it has occurred 3 times as the event progresses to end
from here.
Findings from case: Procedure
This event has been started with an introductory speech along with brand promotion. Values
and contribution of Apple to the society has been mentioned. Consequently, the Apple watch
series 4 has been introduced to the audience. The leaders of this company have shed light on
the brand and their dedication to satisfying customers. iPhone Xs has been introduced. The
rest of the show was about describing unique features of iPhone Xs. At the end of the show, a
promotional ad of this new product has been shown and the event has ended by the CEO.
Findings from case: Patterns and code relationships
Comparison with the previous case has revealed that this event was designed differently.
Most of the part of this event was to promote the unique features of the new product to grab
attention of potential customers.
4.2 Supplementary analysis of the study
4.2.1 Backgrounds of organisations
Along with the analytical process to achieve external validity, this study has focused on cross-
sectional validity as well. 2018 product launch events of Samsung and Huawei has been
reviewed in this case. Both organisations are renowned globally for their innovative mobile
designs. Samsung is one of the leading mobile manufacturers and they have been experienced
assets of more than $265 billion in 2017 (Samsung.com, 2019). Launching of Samsung
Galaxy Note 9 in 2018 has helped this company to earn maximum financial benefit. On the
other hand, Huawei has been experienced near about $105191 in 2018 after their launch of
Mate 20 and mate 20 Pro in that year (Huawei.com, 2019).
4.2.2 Sampling rationale and analytical process of the supplementary study
55

Previously, longitudinal analysis of three product launch events at apple are studied and
analysed. In this part, a cross-sectional analysis of two different product launches from
different other organisations are done for ensuring external validity of this study. Studying the
same units of evaluation in two other organisations, the researcher can prepare an overall
summary of observations more critically (Ruppel and Mey, 2015). The product launch event
of Samsung and Huawei were analysed by bracketing different moments of the events and
then analysing it with the help of 1st order code.
4.2.3 The supplementary analyses: 1st order code generation
The launching videos for Samsung galaxy note 9 and Huawei mate 20 and mate 20 Pro were
broken down into a descriptive case report as done in case of apple (All-New Phones, 2018).
The reports of the study and tabulation are provided in appendix 1 and 2 respectively.
Code details
Samsung: 16 1st order codes have been identified in this case report. Among these, brand
promotion came 4 times in the study. Samsung case report also contains recognising
contribution code multiple times, and they have shown gratitude to their partners like Google.
Huawei: 3 1st order codes have been noticed in 9 times throughout the product launch video
of Mate 20 and mate 20 Pro. The product description is the most used codes in that event (this
code has been found 5 times).
Findings from case: Procedure
After analysing the product launch videos of these organisations, it has been found that
patterns of these events are slightly different. Samsung event has giving description of the
product along with acknowledging contribution of stakeholders. In addition, they have tried to
please their customers as well. On the other hand, Huawei product launch event has focused
on describing the product and comparing it with substitute products. A similar process of
describing products has been noticed in both videos.
Findings from case: Patterns and code relationships
56

It was found that the speakers have spent a significant portion of time in promoting their
products and given less information about the company and its success. This can help to
promote the brand better than what Apple has done.
4.3 Findings: Summative observation of the study
4.3.1 The sequenced pattern of all events
Summary of the findings from the supplementary and longitudinal analysis is mentioned
below,
(1) It has been found that all the events have tried to engage the audience in this event. The
focus of these events was to please audiences.
(2) Apple and Samsung have been recognised the contribution of their employees in
manufacturing new products. However, this part has not been found in the Huawei product
launch event.
(3) Well-designed introduction and closing of the event has been found in the product launch
event of Apple. However, Samsung and Huawei have focused on describing features of
products.
4.3.2 Addressing research questions
The ritual theory not only helped to explain the sequence actions in the events but also helped
to conduct dense analysis. Contrasted evaluation of case reports has been done to gain
answers to research questions. Moreover, conducting longitudinal analysis, it was found that
activities in an event follow a similar predictable pattern. Different codes like promotion of
brand and product description occurred several times, which proves that the main aim of these
events is to conduct marketing and promotions.
4.4 Summary
In this chapter, different case analysis is done of different organisations like Apple, Samsung
and Huawei. Collected data are categorised under different 1st order codes that have helped to
conduct systematic analysis. Moreover, cross-sectional evaluation has helped to compare case
reports of apple and other organisations.
57

SECTION 5: DISCUSSION
5.1 Introduction
This chapter presents the interpretation of results that are found by analysing the videos in the
previous section. Different mobile launching videos of apple are analysed 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 analysing the promotional videos. This can help in discussing the results in
this chapter and style of promotion can be analysed in detail.
In addition to the discussion of results, an application of results to research propositions has
also been ensured in this section. The method 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 the 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
analysing 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 analysed 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 products and promotion of brands. 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. 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 engagement with the product
58

and brand. As stated by Arekar et al. (2019), companies must conduct the process of
impression management through the 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.
The ritual theory also characterises 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 organisation 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 analyse 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
recognised 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 fulfil consumer expectations. This
has helped in engaging consumers and ability of understanding has also increased. The
speaker has also compared the current product of apple both other products of different
59

brands. This has helped in the development of an understanding regarding the difference of
this product with other brands. Hence, the campaign can be said to be successful as a formal
style of representation has engaged customers that can impact on sales rate of the product.
Cross-sectional analysis has also been done in the previous section by the help of launching
event videos of Samsung and Huawei. In those promotional events on YouTube, it was found
that both the speakers of these firms have spent significant time in only describing innovative
features of the products. They have spent less amount of time in other aspects like pleasing
customers, comparison of products and sharing previous experiences of the firms. As stated
by Zhu and Chen (2015), rule governance is a character of ritual theory, which states that
rituals and managed through the help of rules. From the analysis of the event videos, it can be
said that speakers have maintained a rule in only concentrating on the current products.
Different innovative features and described through pictorial description and attractive
videos. Moreover, Shareef et al. (2019) argued that rule governance character of ritual theory
creates a barrier in describing the outer limits by imposing norms. All three chosen companies
have described their products by presenting innovative features. However, Apple has
provided a well-designed introduction and closing of the event that has increased attraction of
target audience. Other firms have maintained a rule book while campaigning and launching
new products. However, Apple has reached the outer limits and included some items that are
beyond the limits. This includes evaluation of partners contribution, previous success stories,
evolution of products. This has increased satisfaction rate of its audience and helped in
engaging them.
Three organisations have utilised social media platform of YouTube in promoting their
products and ritual theory can be linked with this strategy. The launching event videos have
helped them to interact with the audience and know their expectations. As said by Chan et al.
(2017), social media marketing helps management of an organisation to gather feedback
about expectations of consumers. Beliefs, symbols, expectations, and history are shared
effectively through these videos apart from description of brand and products. Hence, it can
be said that social media channels like YouTube play an effective role to facilitate different
organisational strategies.
60

5.3 Application of result on research proposition
Proposition in this research is regarding the role of social media like YouTube on marketing
strategies of an organisation. This proposition forms a link between two aspects; one is social
media platforms like YouTube and marketing strategies. As mentioned by Bakator and
Petrović (2016), social media plays an essential role as a powerful branding tool and helps to
engage consumers. From the result, it has been found that several times the codes like brand
promotion, product description came. This proves that speaker of these events has put
emphasise in utilising YouTube for branding of products. Social media cannot be considered
as an entire consumer engagement and marketing strategy. Rather it is considered as a part of
the entire marketing initiative (He et al. 2016). If this channel is incorporated, then both
organisational and consumers can gain benefits. In the results section, apple, Samsung and
Huawei have provided a detailed description of every feature of their products. Hence,
consumers can achieve all information that can help them to purchase a product. On the other
hand, these launching videos have increased transparency of the organisations that have
helped in gaining engagement of the consumers.
Social media also helps in creating a strong and lasting relationship with consumers (Gehani,
2016). In the results, speakers have been engaged in pleasing the target audience and
describing values that will be provided through the products. This clearly indicates that the
organisations are aiming at establishing a long-term relationship with their consumers.
Customers can be pleased by providing effective information through communication.
Launching events of iPhone, Huawei and Samsung can be considered as communication
through social media channel of YouTube. Effective communication is the main pillar of
marketing strategy that helps to gain trust and loyalty of consumers (Kim et al. 2016). In the
result section, launching a video of Apple iPhone in 2018 shows a detailed description of the
product. Each feature is described by different speakers those who have immense knowledge
about those features. This has helped in establishing an effective manner of communication
through social media channel of YouTube. Different other attributes like customer service,
past success and others are shared through this mode of communication. This has helped to
gain a positive response from target audience. Hence, this can help to provide appropriate
value to the customers and engagement of customers can be gained by these companies.
In the analysis section, it was found that companies like Huawei and Apple have compared
their products with other brands. Hence, YouTube event is also used to compare and promote
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brands. As said by Lee and Watkins (2016), promotion of brands helps a firm to gain
competitive advantage. Comparison is done on features of products and consumer service.
Appropriate and transparent branding comparison impacts on decision making of consumers
(Yadav, 2017). Product comparison advertising is a technique where naming of competitors is
done while marketing (Icha and Agwu, 2015). Comparing competing brands can be through
direct or indirect reference. Huawei has given direct reference of apple during 16:23-26:30.
Hence, this result can be applied in research proposition. Social media channels like YouTube
facilitates to conduct brand comparison effectively that enhances the competitive advantage.
Consumer value can be provided through the help of social media, which is an effective part
of marketing strategy. All the three companies have provided values to the customers during
the promotional event and the code ‘Describing values' has appeared frequently. In the event
of Samsung, from 30:40- 35:29, it was found that the speaker describes the values that they
will provide through the product. While in the product launch event of apple in 2016, during
13:30 - 25:25 the speaker described the values that their target audience will be achieved by
purchasing this product. This process has helped these firms to market their products
effectively. Therefore, the results of this study state that social media can be used as an
effective tool for marketing different products and engaging consumers. Role of social media
like YouTube is very essential during marketing because an impact on the decision-making
process of consumers can be done through this channel.
5.4 Meeting aim, objectives and research question
5.4.1 Meeting research aim
Aim of this research was to review the role played by social media platforms such as
YouTube in marketing strategy. This aim has been met by this present secondary research.
The literature review chapter of this research has shed light on the concept of social media,
the impact of social media marketing on business, social media marketing of different large
multinational companies and the concept of impression management. Exploration of the ritual
theory has helped in understanding the significance of this research. As stated by Khan
(2017), evaluation of social media marketing related theory helps in understanding the role of
social media in attracting customers. The aim has been achieved by selecting appropriate
methodologies for completing this project. Collecting information from product launch events
of Apple, Huawei and Samsung have helped in understanding the approaches of management
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in promoting a new product on YouTube. As mentioned by Bessi et al. (2016), the success of
these products is evidence of the important role of YouTube on marketing strategies of
organisations.
5.4.2 Addressing research objectives
Objective 1: To gain an extensive understanding of the role of social media and its
relation to organisational strategies from the literature
This objective has been addressed in the literature review section. At first, the concept of
social media has been focused and is impact on marketing of business has been analysed.
Critical evaluation of social media marketing by Apple, Samsung and Huawei have
postulated that YouTube has become one of the potential marketing tools that helps in
reaching maximum potential consumers. Existing literature on this topic has been reviewed to
gain prior knowledge regarding the role of YouTube in facilitating marketing strategies of
multinational organisations.
Objective 2: To review the literature on how organisations integrate social media into
their business
This objective has been met in the literature review section of this research project.
Literature-based on the approaches of organisations in integrating social media. The
perspective of different authors on utilisation of social media platform for marketing has been
critically evaluated. Literature has been selected based on their contribution to the
understanding of this topic. The ritual theory seems supportive to social media marketing and
this theory has been and analysed in the literature review section of this research project for
shedding light on the benefit of using social media as a marketing tool.
Objective 3: To discuss how organisations identify, decide, and implement the most
appropriate social media platform into business
In the literature review section, social media marketing of the top three mobile manufacturers
has been critically evaluated. It has been found that YouTube has been used as a marketing
tool by Samsung, Huawei, and Apple. The process of selecting this channel for marketing has
been mentioned. This discussion can guide organisations in identifying the most efficient
social media platform for promoting their products.
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5.4.3 Addressing research question
The first research question was about the role of social media and its relation to the marketing
strategies of organisations. This research question has been addressed through the critical
evaluation section of the literature review. This study has noted that promoting products
through social media ensures more profit. Existing literature and related information have
been used as evidence of the importance of social media in this digital marketing age. As
commented by Basri and Siam (2017), practical information regarding social media helps in
understanding its role more precisely. Considering this fact, the use of social media by three
popular mobile brands has been evaluated. This aspect has helped in answering the second
research question. This question was about the processes that organisations use to assimilate
social media into their business. Approaches of the marketing team of Samsung, Huawei, and
Apple to use YouTube for launching their product have been evaluated in the data analysis
section of this research project. As per the findings of this study, launching products on
YouTube helps to reach maximum potential customers within minimum time and cost.
5.5. Concurrence with literature review
The results of this study have concurred with the critical evaluation represented in the
literature review portion of this research.
Connection of the result with the ritual theory
The result of this research project is linked with the discussion about the ritual theory in the
literature review section. Another characteristic mentioned in the ritual theory is
traditionalism that has been addressed by the organisations while launching their products.
The findings of this study have been linked with the literature review about this characteristic.
It has been found that the CEO of three selected organisations has maintained traditionalism
while promoting their new products on YouTube. According to Misirlis and Vlachopoulou
(2018), this approach may help organisations to relate to their loyal customers and it helps in
earning the trust of potential customers. Describing their past products and their performance
has helped them to showcase their tradition of valuing customer's need. Kaur and Singh
(2017) have mentioned that organisations represent their traditions for attracting new people
towards their products. This fact has been found in the findings of this research.
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As per the ritual theory, socio-psychological factors impact differently on different kinds of
people. Invariance is another characteristic that has been mentioned in the ritual theory. It
postulates about the steady perception of customers towards products of their choice. As
mentioned by Bucatariu et al. (2017), new-age customers are tech-savvy and most of them
prefer to compare prices and features of products from different brands online. It is now
important to promote social cohesion sense or reinforcing social belief. In case of mobile,
customers prefer existing models for their features, and they believe that these qualities are
the most beneficial for them (Jackson, 2016). The data analysis part has revealed that
organisational head of Huawei are comparing previous products with their new launch
product for making the audience feel the difference. As stated by Dwivedi, Kapoor, and Chen
(2015), this approach of companies may reinforce the existing ritual among potential
customers. On the other hand, it has been found that the CEO of Apple has mentioned only
about innovative features of their new product. These two different approaches have been
taken to achieve the goal of reinforcing the present ritual.
The term ritual can be characterised as formalism. As stated by Chapple and Cownie (2017),
adhering to a formal method of communicating makes people more acceptable by the
audience. This viewpoint has been mentioned in the literature review portion of this research
and it has been found in the findings as well. This study has noted that the CEOs of chosen
organisations have considered oratorical formal process of communicating with their
audience. The Head of Apple has gone beyond formal talking and took different approaches
to make the event more attractive. For example, thanksgiving to staff and other stakeholders
has been done differently by the CEO of Apple and it can make people feel connected with
the values of this company. As opined by Schwemmer and Ziewiecki (2018), rule governance
is another viewpoint to define ritual. Here, the rule must be for describing the unique features
of new products. As per the literature review section, maintaining rule make the event more
reliable to audience. However, it has been found that the CEO of Huawei was limited to their
rules. Beyond rules, he has compared their new product with a similar product from another
rival brand. It may negatively affect their customer base as most of the customers dislike this
kind of comparison.
The literature review section has explored the ritual theory and has mentioned that the term
ritual can be defined as characterised by performance. According to Rugova and Prenaj
(2016), organisation uses the record of their previous performance to make people believe in
65

them. On the other hand, it can be stated that organisations must focus on the quality of their
product for ensuring their long-term performance. This fact has been found in the findings of
this research project. After evaluation of the product launching video of these companies, a
common fact has been found. All of the heads of these companies were talking about their
past performances. They were describing specific features of their new products to make
people believe in their future performance. As opined by Mahajan (2018), demonstration was
one of the processes to provide a clear overview of the potentiality of the new product.
Table 5.5: the link between the literature review and the result of the research
Identified ritual
characteristics
Purpose of the
characteristic
Approach of speakers in
the events
Traditionalism Mentioning about past
tradition to be connected
with the audience
Describing past products and
their performances to
explain their tradition
Invariance Understanding the
unchanged perception of
consumers towards a
particular product
Stating the extra benefits of
purchasing the new product
Formalism Consideration of formal
communication style for
being accepted by the
audience
Formal style of
communicating throughout
the event
Rule governance Maintaining predetermined
rules while promoting a
product
Maintaining business and
ethical rules while
promoting products
Performance Explaining unique features
with demonstration to
provide a clear overview of
future performance of the
product.
Showing demo of new
product and recalling past
performance to make the
audience believe in their
ability
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5.6 Limitation of the study
Researchers have given full effort in accomplishing the desired aims and objectives of this
research. However, there are some limitations in the study that creates scope for future
research. The researchers have collected various types of information, but the main focus has
been given on YouTube. Different other social media strategies also play an effective role in
marketing strategies of an organisation. However, these channels are ignored in this research.
Moreover, the cross-sectional study of different other companies who are selling the same
products can be included. This can help to analyse the subject broadly. However, only two
companies are selected for this purpose. These limitations can be mitigated in future studies
that can help to gain in-depth knowledge about the subject area.
5.7 Possible areas of improvement
This research project could be designed differently for achieving a more accurate result. In
this case, product launching video of top three mobile manufacturers has been analysed. This
process could be replaced by an interview process for collecting data. Interview of managers
of these companies may help to understand practical experience of these companies regarding
using YouTube to launch a new product. More perspectives could be explored that could help
in understanding the role of YouTube in affecting marketing strategies of these companies.
As suggested by Lobato (2016), different networking ability of YouTube could be explored to
understand its effect on promotions of products. However, this process may consume more
time and budget than the present method.
5.8 Directions for future research
Based on the outcome of this research, future researchers may conduct more prolonged
research. They may focus on other social media channels for understanding their importance
in marketing. For example, Facebook marketing is very common and its contribution to
business can be a topic of research. Considering the method of this study, future researchers
may critically evaluate other forms of social media marketing including posts, blogs, and e-
posters. Other organisations from different sectors are taking initiatives to integrate social
media in their business. Cross-sectional analysis of those organisations can be performed in
67

future research. This approach may help in understanding the impact of social media on
marketing strategies of organisations of other industries. This research has taught that
reviewing related theory can help in understanding different approaches related to the
research topic. This understanding can help others to design their research project with the
help of relevant theories, models and principles.
5.9 Summary
In this section of study, results are discussed in detail. Link of different theories like ritual
theory is established with the achieved results. On the other hand, application of the results in
research proposition is done in this part. This proves authenticity of the achieve results
through video analysis. The results of this research are also linked with aims and objectives of
the study. This proves that the objectives of this study are obtained through data collection
and analysis. Limitation of this research has been identified and based on the result of this
study future researchers can design their research to explore other perspectives related to this
topic. This section of discussion can help to draw a conclusion and frame different
recommendations.
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SECTION 6: CONCLUSION AND RECOMMENDATIONS
6.0 Conclusion
Different organisational strategies regarding marketing of products can be done intensely
through the help of social media. In this research, use of social media channels like YouTube
has been described through data collection and analysis methods. It has been seen that
management of large firms like Samsung and Apple has tried to engage customers through
this channel. This has been done by presentation of products, discussing the potential value of
products and comparing them with rivals. As stated by Rowley and Keegan (2019), use of
social media can help to increase transparency of the marketing process and decreases
operational costs. During data analysis, it was seen that different features are described in the
video. This action can increase consumer satisfaction rate and help in achieving a
competitive advantage in the market (Habibi et al. 2015).
The supplementary analysis has helped in comparing the marketing strategies of different
companies. Apple has given more focus on engaging customers through product description,
describing values, revisiting the past and others. While competitors like Samsung has given
focus in acknowledging the efforts of stakeholders and describing the product mainly. As
stated by Sajid (2016), marketing channel needs to be used by aligning with company
objectives for achieving desired outcomes. Thus, it is proved that social media channels like
Youtube are an effective tool in marketing.
6.1 Summary of findings
The answer to the research question regarding the role of social media and its relation to
organisational strategies has been found in this research. All the speakers of apply, Samsung
and Huawei have focused in describing product features and utilities. As said by Cawsey and
Rowley (2016), a detailed description of products and highlighting unique features help to
increase consumer awareness about the products. Description of products features and
streaming through YouTube channel has helped these companies to draw attention to
potential market. Every organisation has specific strategies that can be presented to target
audience through social media channels like YouTube. Apple has specific organisational
strategy of engaging customers are done through describing the history of the products and
discussing values that they have provided to consumers. As opined by Wu (2016), ritual
theory consists of a character of traditionalism that considered ritual as traditions. The Apple
69

CEO has adopted this character of ritual theory during the launching event. Moreover,
Samsung's organisational strategy achieving competitive advantage has also been achieved
through promoting products on YouTube. They have compared their products with other
firms and given more focus in describing the unique features of the new product. Providing
details about a product helps in engaging customers by gaining their trust (Mathur et al.
2018).
The answer to the question of assimilation of social media in business is also answered
through this research. From the analysis of event videos, it was found that the organisations
have frame strategies for assimilation of social media in business. A pictorial description of
products is done in the events that were streamed through YouTube. This has helped
customers to get information about all the features of the products. As stated by Sajid (2016),
collecting product information by customers about products help them in comparing products.
Hence, decision making of customers regarding the purchase of products is done through this
strategy of social media marketing. Moreover, these organisations can collect feedback of
audience from YouTube comment section. As opined by Gerhards (2019), collection of
feedback helps management of a firm to measure the popularity and gaps of a product.
Speakers in the event launching videos have expressed their expectations, brand messages,
values and beliefs, which can help them to gain consumer loyalty. Loyal customers help in
mitigating future risks by maintaining a steady flow of revenue (Lau, 2017). Hence, it can be
said that these organisations have well-assimilated social media in their business and
marketing process.
6.2 Discussion of implications
The results of this research have various implications in the field of management and
marketing. Different strategies of marketing that are discussed here can be used for marketing
of products through social media. In addition, various companies can modify their policies
and procedures for implementing marketing strategies through social media by analysing the
results of this research. This can help them in application of correct theories and processes
while marketing of new products. The result of this study can be considered as evidence to
change company policies regarding implementing marketing strategies through social media.
6.3 Recommendations
Few recommendations are provided that can help to improve social media marketing and
improvise organisational strategies.
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Recommendation 1: Creation of a game plan is required to achieve organisational
objectives.
Table 6.1: Recommendation regarding creation of a game plan
Factors Description
Specific This recommendation is specific because
this can help to set a benchmark and goals to
achieve. A game plan helps in establishing
public relations through social media
(Kelley et al. 2015).
Measurable Documents about social media planning can
be monitored to measure the effectiveness
of planning.
Achievable This can be achieved through detailed
planning and collecting industry data.
Relevant Setting a game plan helps in achieving
competitive advantage. Hence, this
recommendation is relevant.
Time-bound This can take approximately six months of
time.
Action plan
Table 6.2: Action plan
Actions Time Cost (In $)
Reviewing current
documents about social
media marketing planning
1 week 200
Collecting information about
competitors strategy in the
market
2 months 1000
Restructuring the plan 1 month 500
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Testing the plan in market 2 months 2500
Preparation of final reports
about the new game plan
2 weeks 200
Recommendation 2: Using a mix of social media channels for fulfilling organisational
strategies
Table 6.3: Recommendation regarding using a mix of social media channels
Factors Description
Specific This recommendation can help to attract a
wide range of customers. Moreover,
adopting a mix of channels helps a firm to
create more impact on customers (Zeiser,
2015). Besides, feedback from customers
can be collected from various platforms.
Measurable Monitoring performance of adopted social
media channels can be done. This can help
to measure the need for a mix of channels
for marketing.
Achievable This recommendation can be achieved by
adopting different channels like Linkedin,
Facebook, Twitter, and others. Integration
of various channels helps in increasing the
success rate of marketing process (Agnihotri
et al. 2016).
Relevant At present, competitive age, this
recommendation of integrating different
social media channels for marketing is
relevant. This is because a wider range of
customers and distant markets can be
targeted through this process.
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Time-bound This process requires about 3 months of
time
Action plan
Table 6.4: Action plan
Actions Time Cost (In $)
Measuring effectiveness of
present marketing tool
2 weeks 500
Conducting a discussion
about other tools
5 days (approx) 500
Selection and designing of
tools
1 month 3000
Recruiting skilled human
resource
1 month 5000
Recommendation 3: Becoming a quick responder for providing consumer service.
Table 6.5: Recommendation regarding quick responding for providing consumer service
Factors Description
Specific Different visitors post queries and give
feedback on YouTube and other handles of
social media. It is essential to respond them
quickly otherwise they can turn to the
competitors. Hence, competitive advantage
can be lost. Answering questions in a timely
manner helps to increase satisfaction rate of
customers and helps them in making
decisions regarding making a purchase (Lin
et al. 2016).
Measurable This recommendation can be measured
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through monitoring the responding time and
troubleshooting capabilities of responder.
Achievable Providing training to workforce those who
are managing social media sites like
YouTube can help to achieve this
recommendation.
Relevant Recommendation about quick responding is
relevant because it is considered as an
essential part of consumer service. It is
essential to respond quickly and engage
customers creatively
Time-bound It requires about 6 months of time.
Action plan
Table 6.6: Action plan
Actions Time Cost (In $)
Conducting monitoring of
present responding
techniques and calculating
time
1 month 200
Framing goals for improving
the feedback responding
time and skills
1 month 200
Organising training of staff
who are responsible for
customer service and
troubleshooting.
3 months 5000
Measuring the effectiveness
of the training
1 month 1000
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Implementation of these recommendations that can help in achieving organisational
objectives and social media channels can be linked with business.
6.4 Constraints and limitation
Main constraint of this study is knowledge about theories. Different other theories can also be
aligned with this study. This can help in performing a deeper analysis of the concept. On the
other hand, views of managers and customers regarding this concept are also missing in this
study, which is a major limitation. Managers can be interviewed to collect their opinion about
social media and its use in marketing. Moreover, customers can be surveyed to make an idea
regarding how these events impact on their decision-making process. These limitations can be
mitigated in the future research process.
6.5 Scope of future research
In future, information about customers through about this concept can be collected through
different data collection tools like survey questionnaire. In addition, in-depth research can be
conducted in this field by interviewing the managers. This can help to understand how they
improvise social media channels like YouTube in their marketing strategies. In addition, other
channels of social media can also be studied in detail to identify their utilities in marketing of
products. Research about impact on marketing by the help of social media channels on
consumer decision making can also be done. Hence, in-depth research can help to frame
strategies consisting of different social media tools.
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APPENDICES
Appendix 1: 2018 pilot case report: Samsung Galaxy Note 9 [launch date- August 24
2018]
Duration
(Min:Sec)
Actions Observations 1st order code
00:00 -
2:13
DJ Koh has been
welcomed on stage.
He announced the
launching of event
and product.
During this time, the speaker
welcomed the audience and
introduced the product with a
beautiful video presentation
[1:20]. Koh claimed the product as
the world's most advanced
Smartphone [2:17]. Then he
welcomed senior director of
product marketing Drew
Blackard.
Positive
participation,
Brand
promotion,
Pleasing
customers
2:13- 8:30 Drew Blackard
introduced and
described the product.
He talked about
values that Samsung
provides.
The speaker introduced the
product and talked about brand
values. Different expectations of
customers are described like clear
pictures, gaming features.
Different features like 1 terabyte
memory were discussed [7: 28].
For discussing gaming experience
he called another speaker Tim and
given credit to for creating epic
games.
Product
description,
Brand
promotion,
Justifying
price,
Recognizing
contributions
8:30-
15:02
Tim described the
gaming experience to
the audience. Success
of Samsung in gaming
has been described.
In this part of the event, the
speakers described gaming
experience in the new product.
Success story of Samsung was
also mentioned by Tim in the
Product
description,
Justifying
price
88

Drew also described
different other
features.
event. Moreover, Drew described
other features like AKG speakers
and camera [11:01]. Different
advantages of the product to target
consumers like youths are
described.
15:02 -
24:44
Description about
unique features like S-
pen has been given.
In this portion of the video,
different innovative features like S
pen are demonstrated in detail.
This can help to edit pictures,
typing and other utilities.
Product
description,
Brand
promotion
24:44-
30:40
Vice president of AI
strategy came on the
stage. Description of
Bixby has been given,
which is a feature of
note 9.
Different features of bixby like
speech typing has been described
in this part of the video [27:04].
Gratitude is shown to the partners
like Google that works with
Samsung to improve product
features [28:49]. Special thanks
are given to the partners at the
end.
Recognizing
contributions,
Pleasing
customers
30:40-
35:29
At the end, DJ Koh
came and addressed
the audience. He
announced the
launching date. Given
speech regarding the
brand and
organization.
In this ending part of the event, the
speaker described the values that
they provide to the customers
[32:23]. On the other hand,
advantages of using the brand
have been described.
Pleasing
customers,
Brand
promotion,
Describing
values
Appendix 2: 2018 pilot case report: Huawei Mate 20 and Mate 20 pro[launch date- 16th
October 2018 ]
Duration Actions Observations 1st order code
89

(Min:Sec)
00:00-
16:23
The narrator, Mr. Richard
Yu Chengdong, is
introducing the Mate 20
and Mate 20 pro to the
audience, compared with
substitutes
In this phrase of the event, the
new products have been
introduced. All unique features
have been elaborated by the
narrator. Each of the features
have been compared to other
substitute products.
Product
description,
Effective
comparison
16:23-
26:30
Comparison of image and
video quality has been
compared to Samsung and
iPhone latest versions
In this part the narrator has
compared image and video
quality of these new products
with Similar mobiles of
Samsung and iPhone. Unique
features including projector,
illuminator and sensors has been
shown to the audience [26:18].
Product
description,
Effective
comparison
26:30-
35:30
Talking about more security
on payment face
recognition capability by
Richard and entry of the
second narrator,
demonstration of 3D
scanning of object and
making videos with those
objects
In this part, more detail has been
explained about the unique
features of the new product.
Demonstration 3D scanning and
using 3D objects in video
shooting has been done. A
promotional ad has been shown
to the audience about these
features.
Product
description,
Justifying
price
35:30-
49:28
Mentioning about sharing
option, display size and
vapor chamber by Richard
Detailed information about other
features of the new product
including sharing option, display
size and vapor chamber have
been shown to the audience
Product
description
90

49:28-
61:52
Launching Huawei watch
GT, describing the features
of that product, mentioning
price and date of market
availability
Another product, Huawei Watch
GT has been launched. This is
the last phrase of the event.
Price and launching dates of
these products have been
mentioned by Richard
Product
description,
justifying
price
91