국내 주요 기업의 유튜브 분석: 홍보 활동과 현황

초록

This study reported the results of the analyses of 20 major companies’ YouTube for PR practices. The usage patterns of the YouTube channels were reviewed and the uploaded videos were analyzed to examine how well those firms use the YouTube for PR purposes. In addition, PR practitioners were surveyed to comprehend the actual uses of YouTube. The results say that it was difficult to give high evaluations of YouTube uses for the PR purposes in terms of accessibility, information and interaction with users. The findings were somewhat different from the perception of PR practitioners who mostly agreed that social media such as YouTube would serve as pivotal media in the future. These empirical findings may be significant to suggest the better strategies of PR practices with practitioners on the field.

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