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CroDiM : International Journal of Marketing Science, Vol. 4 No. 1, 2021.

Preliminary communication

BEHAVIOR OF VIDEO-SHARING SOCIAL MEDIA USERS

Lea Stipetić ; University Juraj Dobrila of Pula, Faculty of economics and tourism „Dr. Mijo Mriković“, Preradovićeva 1/1, 52100 Pula, Hrvatska
Dragan Benazić orcid id orcid.org/0000-0001-5396-3706 ; University Juraj Dobrila of Pula, Faculty of economics and tourism „Dr. Mijo Mriković“, Preradovićeva 1/1, 52100 Pula, Hrvatska
Erik Ružić orcid id orcid.org/0000-0002-6408-7198 ; University Juraj Dobrila of Pula, Faculty of economics and tourism „Dr. Mijo Mriković“, Preradovićeva 1/1, 52100 Pula, Hrvatska

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Abstract

The rise of social media, which started more than a decade ago, has significantly affected consumer behavior and, consequently, companies marketing efforts. The development of Web 2.0 technologies through social media has allowed users to create and share many different types of content, to share comments and reviews of the purchased products and services, to develop their own image. By doing this, they leave multiple traces of their online behavior.
In order to develop appropriate online marketing strategies, business organizations should understand the digital behavior of their target segments. In this respect, the paper is focused on YouTube as the leading platform for video creation and sharing and on the behavior of its users.
The research on the use of YouTube social media was conducted among 300 respondents. The authors investigated the habits of users and their preferences regarding the type of content, the use of video content when purchasing products and services, and trust in social media influencers during purchase. The research highlighted user preferences related to features of YouTube ads. The research pointed out that users mostly use YouTube social media for fun, on their smartphones, and prefer videos lasting up to five minutes. Moreover, YouTube social media is used mostly by younger people, i.e. Generation Z, who use it more actively in the process of buying products and, at the same time, trust influencers more than older consumers. The last section of the paper provides recommendations for marketing activities of business organizations.

Keywords

social media; YouTube; consumer behavior; digital marketing

Hrčak ID:

254848

URI

https://hrcak.srce.hr/254848

Publication date:

30.3.2021.

Article data in other languages: croatian

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