YouTube's Impact on Organizational Marketing Strategies

This MSc dissertation investigates the role of YouTube in facilitating organizational marketing strategies, focusing on case studies of Apple, Samsung, and Huawei. The research employs an interpretivist philosophy, inductive approach, and exploratory design, utilizing secondary data from YouTube videos of product launches. The study examines how these companies leverage YouTube to promote products, engage audiences, and implement their marketing strategies. The dissertation covers literature reviews on social media marketing, YouTube's impact, and relevant theories like the ritual theory. The findings highlight YouTube's significance in providing product information, facilitating customer decision-making, and influencing overall marketing approaches. The dissertation includes a detailed analysis of the data collected, the methodologies used, and discussion of results, implications, limitations, and recommendations. The conclusion emphasizes the need for organizations to integrate social media effectively into their business strategies to enhance customer engagement and information dissemination.

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.
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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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