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When Brand Activism Advertising Campaign Goes Viral : An Analysis of Always #LikeAGirl Video Networks on YouTube
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- 발행기관
- 국제문화기술진흥원 바로가기
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- 간행물
- International Journal of Advanced Culture Technology(IJACT) KCI 등재 바로가기
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- 통권
- Volume 8 Number 2 (2020.06)바로가기
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- 페이지
- pp.146-158
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- 저자
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- 언어
- 영어(ENG)
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- URL
- https://www.earticle.net/Article/A378134
※ 원문제공기관과의 협약기간이 종료되어 열람이 제한될 수 있습니다.
원문정보
초록
- 영어
- As one of the successful brand activism ad campaigns in recent years, the current study focuses on the Always #LikeAGirl campaign that took on the issue of girls and female empowerment. As a viral video marketing campaign with YouTube as their main vehicle for campaign dissemination, this study examined how Always brand activism campaigns spread on YouTube by conducting a network analysis of YouTube video networks generated by the #LikeAGirl campaign spanning across five campaign periods. Quantifiable data (i.e., views, comments, likes, dislikes, user-generated videos) and structural network patterns show that the Always #LikeAGirl campaign was successful by both standards. Although the follow-up campaign periods were not as successful as the initial campaign, the substantial amount of views, comments, likes, and usergenerated content showed that the consecutive campaigns still had impact. As shown through the network patterns, the main campaign ads were central in the diffusion of the campaign during the earlier periods but that role was passed onto the user-generated contents in the later periods. Implications of the findings and future social network analysis studies in brand advertising and brand activism campaigns are further discussed.
목차
Abstract
1. Introduction
2. Literature review
2.1. Values-driven brand activism: taking a stand
2.2. #LikeAGirl Always viral marketing campaign
2.3. Network analysis for a viral marketing campaign
3. Method
3.1. Data collection
3.2. Campaign period
3.3. Analysis plan
4. Results
5. Discussion
6. Conclusion
References
키워드
Social network analysis YouTube User-generated content Viral marketing campaign Brand activism저자
간행물 정보
발행기관
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- 발행기관명
- 국제문화기술진흥원 [The International Promotion Agency of Culture Technology]
- 설립연도
- 2009
- 분야
- 공학>공학일반
- 소개
- 본 진흥원은 문화기술(Culture Technology) 관련 산·학·연·관으로 구성된 비영리 단체이다. 문화기술(CT)은 정보통신기술(ICT), 문화적 사고 기반의 예술, 인문학, 디자인, 사회과학기술이 접목된 신융합기술(New Convergence Technology, NCT)로 정의한다. 인간의 삶의 질을 향상시키고, 진보된 방향으로 변화시키고, 문화기술 관련 분야의 학술 및 기술의 발전과 진흥에 공헌하기 위하여, 제3조의 필요한 사업을 행함을 그 목적으로 한다.
간행물
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- 간행물명
- International Journal of Advanced Culture Technology(IJACT)
- 간기
- 계간
- pISSN
- 2288-7202
- eISSN
- 2288-7318
- 수록기간
- 2013~2025
- 등재여부
- KCI 등재
- 십진분류
- KDC 600 DDC 700
이 권호 내 다른 논문 / International Journal of Advanced Culture Technology(IJACT) Volume 8 Number 2
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