This report, focusing on the role of YouTube in facilitating organizational marketing strategies, presents an analysis of archived data, including case studies of Apple Inc., Samsung, and Huawei. The study employs longitudinal and cross-sectional analyses to evaluate the impact of YouTube on marketing campaigns. A longitudinal analysis of Apple Inc.'s product launches (iPhone 7, 8, and Xs) reveals how the company uses YouTube to promote products, engage audiences, and build brand loyalty. The study uses Gioia methodology to analyze video data, generating first-order codes to understand patterns and meanings in product launch events. Codes such as "Brand promotion", "Product description", and "Pleasing customers" are analyzed to show how Apple leverages YouTube. Findings highlight the importance of introductory speeches, product descriptions, and audience engagement in successful marketing strategies. The report also includes a detailed breakdown of the 2016 iPhone 7 launch event, demonstrating how the company uses YouTube to showcase product features, compare with competitors, and create customer excitement. The analysis provides insights into how YouTube facilitates effective marketing by focusing on brand promotion and customer engagement.
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