Investigation of an Extended Typology for Marketing Destinations with YouTube

Arunasalam Sambhanthan, Samantha Thelijjagoda, Alice Good and Ada Scupola
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Arunasalam Sambhanthan: School of Information Systems, Curtin Business School, Curtin University, Perth, Australia
Samantha Thelijjagoda: Sri Lanka Institute of Information Technology, Malabe, Sri Lanka
Alice Good: Department of Computing, University of Portsmouth, Portsmouth, UK
Ada Scupola: Department of Communication, Business and Information Technologies, Roskilde University, Roskilde, Denmark

International Journal of Knowledge-Based Organizations (IJKBO), 2018, vol. 8, issue 3, 47-62

Abstract: This article describes how YouTube has been evolving as an e-tool for marketing activities over the past decade. Utilizing YouTube for enhancing marketing endeavours is a strategy practiced by marketing professionals across a growing number of industries. The research documented in this article investigates virtual community-based destination marketing using an extended conceptualisation of a virtual community typology. A non-participant netnographic investigation of virtual communities through a content analysis has been applied in this article to investigate the research questions. The contribution includes the application of an extended typology of virtual communities to YouTube leading to a number of managerial implications for marketing practice on using YouTube as an effective marketing tool.

Date: 2018
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