Analyzing Branded Video Content

In the age of information due to the expansion of the Internet, people are exposed to different kinds of data, news every second. As customers pay more attention to the quality of content and move towards social media platforms, brands must follow and learn how to communicate in these new contexts. Content video marketing on social media, especially YouTube stand out as a salient type of customer engagement for brands and companies.\nThe subject area of this thesis is the type of content in video marketing focusing on hero video content on YouTube. The product focus is hair shampoo. The thesis’s purpose is to gain a deeper understanding of how customer engagement differs concerning different content video types. Furthermore, the video content features are analyzed based on the Elaboration Likelihood Model along with the observation scheme. The result will be summarized in order to figure out the best strategy employed by brands to engage with viewers.