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公司在YouTube上创建的内容用于产品推广 - 对月经杯进行主题分析
Anupama Chirag Dave1, Priyanka Behrani1
1School of Business & Law, Navrachana University, Vadodara, Gujarat, India.
Health marketing quarterly
|May 14, 2024
概括
由于信息有限,月经杯未被充分利用. 这项研究分析了品牌的YouTube内容,揭示了提高月经杯意识和采用月经杯的促销差距.
科学领域:
- 妇女健康 妇女健康
- 公共卫生 公共卫生
- 消费者产品营销 消费者产品营销
背景情况:
- 月经杯提供优势,但采用率低.
- 有限的可访问信息是吸收月经杯的关键障碍.
- 品牌越来越多地使用YouTube来传播有关月经杯的信息.
研究的目的:
- 为了分类关于月经杯的公司创建的YouTube内容中呈现的信息类型.
- 识别当前品牌产生的内容中的促销缺口.
- 为品牌提供见解,以提高月经杯的认识和接受度.
主要方法:
- 通过专题分析,研究了27个由月经杯品牌创建的YouTube视频.
- 内容根据说话者和语言,所呈现的信息和信息类型进行分类.
- 分析的重点是识别视频内容中的模式和主题.
主要成果:
- 出现了三个主要主题:演讲者和语言,呈现的内容和共享的信息类型.
- 分析揭示了可以加强推广工作的具体领域.
- 鉴定到的差距表明,品牌有机会更有效地传达月经杯的好处.
结论:
- 了解品牌产生的视频的主题内容对于改善月经杯营销至关重要.
- 解决发现的促销差距可以帮助提高消费者意识和产品的采用.
- 这项研究为月经杯品牌提供了可操作的见解,以改进他们的YouTube策略.
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