1. Ktisis Cyprus University of Technology
  2. Cyprus University of Technology (Research Output)
  3. Άρθρα/Articles
Please use this identifier to cite or link to this item: https://hdl.handle.net/20.500.14279/26940
DC FieldValueLanguage
dc.contributor.authorAvgeropoulou, Aikaterini-
dc.contributor.authorMelanthiou, Yioula-
dc.date.accessioned2022-10-11T07:47:22Z-
dc.date.available2022-10-11T07:47:22Z-
dc.date.issued2021-10-04-
dc.identifier.citationJournal for Global Business Advancement, 2021, vol. 14, no. 1, pp. 520-540en_US
dc.identifier.issn17469678-
dc.identifier.urihttps://hdl.handle.net/20.500.14279/26940-
dc.description.abstractThe aim of this paper is to examine a promising, but yet unexplored relationship between cinematography, consumer behaviour and viral marketing. The main purpose is to provide a deeper understanding of how certain practices and tools can become universal drivers of virality in the context of YouTube for application by non-governmental organisations (NGOs). In order to achieve this research goal, Netnography was utilised aiming to compare the content of two viral and two non-viral campaigns, so as to draw specific insights regarding how and if the different use of various elements such as montage and content, impact on these videos' likeability and viewing. This research suggests specific techniques for NGOs to achieve engaging content through a free social medium.en_US
dc.formatpdfen_US
dc.language.isoenen_US
dc.relation.ispartofJournal for Global Business Advancementen_US
dc.rights© Enterprisesen_US
dc.rightsAttribution-NonCommercial-NoDerivatives 4.0 International*
dc.rights.urihttp://creativecommons.org/licenses/by-nc-nd/4.0/*
dc.subjectAesthetic appealen_US
dc.subjectAudio-visual appealen_US
dc.subjectCinematographyen_US
dc.subjectConsumer behaviouren_US
dc.subjectContent appealen_US
dc.subjectNetnographyen_US
dc.subjectNGOsen_US
dc.subjectNon-governmental organisationen_US
dc.subjectViral marketingen_US
dc.subjectYouTubeen_US
dc.titleGiving power to those having less power: NGOs, YouTube and viralityen_US
dc.typeArticleen_US
dc.collaborationUniversity of Nicosiaen_US
dc.subject.categoryEconomics and Businessen_US
dc.journalsSubscriptionen_US
dc.countryCyprusen_US
dc.subject.fieldSocial Sciencesen_US
dc.publicationPeer Revieweden_US
dc.identifier.doi10.1504/JGBA.2021.118748en_US
dc.identifier.scopus2-s2.0-85118780040-
dc.identifier.urlhttps://api.elsevier.com/content/abstract/scopus_id/85118780040-
dc.relation.issue4en_US
dc.relation.volume14en_US
cut.common.academicyear2021-2022en_US
dc.identifier.spage520en_US
dc.identifier.epage540en_US
item.languageiso639-1en-
item.cerifentitytypePublications-
item.fulltextNo Fulltext-
item.grantfulltextnone-
item.openairetypearticle-
item.openairecristypehttp://purl.org/coar/resource_type/c_6501-
crisitem.author.deptDepartment of Communication and Marketing-
crisitem.author.facultyFaculty of Communication and Media Studies-
crisitem.author.orcid0000-0002-1551-9820-
crisitem.author.parentorgFaculty of Communication and Media Studies-
crisitem.journal.journalissn1746-9678-
crisitem.journal.publisherInderscience Publishers-
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