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Use of YouTube for Business Communication. Analysis of the Content Management and Level of Participation of Spanish Best Reputed Companies Youtube Channels

Carmen Costa-Sánchez ()
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Carmen Costa-Sánchez: University of A Coruña

Corporate Reputation Review, 2017, vol. 20, issue 2, 137-146

Abstract: Abstract Companies have incorporated new social media in their relations with the citizens. This article discusses the use of YouTube, the audiovisual contents and the involvement of users in the channels of best reputed companies in Spain according to Merco ranking (Business Monitor of Corporate Reputation). A total of 454 videos from 20 Youtube channels were analysed. The paper concludes that the use of YouTube is more promotional than informative, as well as unidirectional. Strategies vary according to business sectors, but low interaction and publics participation points to a lack of interest in the contents. Corporate Social Responsibility videos obtain interesting rates of viewing and can contribute to reputation perception in a context of socioeconomic problems in Spain. For the moment, the conservative and unidirectional attitude is the main trend of business communication on YouTube.

Keywords: Business communication; YouTube; Social media; Audiovisual; Interactivity; Web 2.0; Reputation; Merco; Corporate communication (search for similar items in EconPapers)
Date: 2017
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