التسويق الإلكتروني للسلع و الخدمات لدى صناع المحتوى عبر موقع اليوتيوب YouTube

Abstract EN

The study aims to identify the most important methods and forms of presentation and presentation of the various commercial and service electronic marketing provided by some of the content creators on YouTube, and to identify the most important elements of attracting attention in the e-marketing process, whether for goods or for various services, The study relied on collecting data on the content analysis by advertising (analysis unit) for the largest electronic channels in terms of the number of subscriptions for the most famous content makers in Egypt who continuously present, market and advertise goods or services through their channels for their followers, related to the objectives and questions raised for the study to describe the apparent and content The explicit form of the media material in terms of form and content, as the content analysis categories have been defined in form and subject, with 5 episodes per channel, with a total of 30 episodes.

The results showed that the "from 10 minutes to 15 minutes" category won the first place in terms of the average duration of the episode in minutes by 63.3% of the total number of sample episodes, and most of the study sample was from the "commodity" category in terms of "type of electronic marketing" with a total percentage of 90 The category "electronic devices" in terms of "type of good" presented by a total of 70% represented in mobile phones, electronic earphones, electronic lock for bags, other accessories and advanced electronic devices, and the category "mental and emotional appeals" won first place with a total of 18 episodes of Out of 30 episodes of the sample of the analytical study, the category "traits and characteristics" won the first place in terms of "mental appeals" used by the number of occurrences of 29 episodes.