Branding is a marketing strategy followed by companies through which the company formulates a symbol, name or a design which can be easily identified as possessed by the company. It will enable it to track a product or service and differentiate it from another goods or service.
The importance of branding is that it allows the clients to know what is expected from the company. It is a method to distinguish the company from its competitors and clarifying the consumers about the uniqueness of the products or services offered by it (Tripathi, Guin and De Sadhan, 2012).
The importance of Brand Health Tracker ( BHT) in a busienss is that it analyses the brand reputation , brand awareness , brand equity, employee engagement and brand delivery of the business. In it each of the metrics play an important role and they all fit to make the brand powerful and attractrative.
So this assignment focuses on the telecommunication provider in the Australian service industry which is Telstra. It is one of the largest telecommunication service providers which operates and formulates the networks in telecommunication such as access to the internet and voice technology, pay television and other such goods and services. The chosen research area on telecommunication in this essay is internet access services provided by the company.
The main aim of the research is to compare the marketing strategies of Netflix and YouTube and to analyze which one is popular amongst consumers.
The specific business and research objectives discussed in relation to the internet services such as Youtube and Netflix are improving the satisfaction of customers, building a brand, revenue, improvement in the search engine optimization, increase in the number of qualified traffic on the internet.
The main aim of the marketing and business strategy is to increase the revenue and growth of the company. Through the combination of search engine optimization or SEO on Youtube and Netflix along with pay per click advertisements, the company can improve the prospects of the probable consumers which can be found through the net (Cunningham, Craig and Silver, 2016).
The research objectives can also pertain to strategies employed for building a brand by the company. They are also associated with adopting the strategy of Brand Health Tracking (BHT) which is used to monitor the health of the brand. It is also used to identify the changes created in the brand and the competitors of the company (Wayne, 2018).
So, the research objectives can be summarized as below:
The information which is to be collected regarding the strategies adopted by the YouTube and Netflix to improve their branding strategy is adopting the promotional strategies related to the video content. The other research objectives pertain to quantifying the value of the brand against the competition amongst the two and popularity of the two brands. YouTube has adopted the strategy of video content which can be the top disruptor of the marketing world.
On the other hand, Netflix has adopted the strategy of subscription video on demand (SVOD), Netflix has placed itself as a replacement of the linear television and it, therefore, it views the traditional television networks as its competitors (Minár, 2016).
So the information pertaining to the strategies implemented by YouTube and Netflix can be obtained through a descriptive research since the aim is to gain knowledge and comprehension about the behavior of consumers. The objective was to examine their thoughts, views and attitudes about the strategies of marketing of YouTube and Netflix( Moran, Muzellec and Nolan,2014).
The research was conducted by using qualitative data collection method. In order to support the argument, use of content analysis and case studies are being made. They analyze the various blogs in order to study the difference in the marketing strategies of Net Flix and YouTube.
Content analysis is the implementation of the scientific methods for the documentary evidence. It has also enabled the researchers to analyze the data to be structured. In the context of this research it has been used to compare the marketing strategies of Netflix and YouTube .
It is an inductive method which is helpful in evaluating how the value of the brand can be qualified against the competition of Net Flix and YouTube( Dalecki,2012). The example of informtaion to be collected is how many % of viewers are interestered are viewing Netflix and how many of them are interested in watching YouTube .
The use of content analysis is helpful in meeting the type of output expected , research aims and objectives and it would be helpful in deriving to the conclusion.
The decision-making process consists of awareness, information, decision, action or purchase process , expected outputs and potential role for informing brand decision making. Both the brands should recognize the problems in their branding strategies and search the internal and external information related to them. They would be helpful in collecting theoretical information about the current issue that would be effective to reach a the valid conclusion (Scott, 2015).
For examaple , it should be followed by evaluating the decisions pertaining to strategies to make the brand popular amongst its consumers. It is then followed by action and outcome. The implemented strategies then affect the purchase process of the consumers which is shown in the last stage pertaining to outcomes.
The research design and methodology used can help in decision making by the service providers. YouTube can upgrade its marketing strategies by conducting research about the competitors in the market. It is essential to analyze who else is publishing the same content as posted by YouTube (Lambrecht, et al.,2014).
The company should also make a list of content bucket which is the best way to create efficiencies through the content.Furthermore , Net Flix should also upgrade its marketing strategies from time to time if it wants to take a hold of the market. It should attempt to create quality content if it wants to create a hold on the market (Strauss and Frost,2016).
YouTube and Netflix can be compared by using the models of Brand Value Tracker and Brand Pyramid. The earlier participants were considered in this research. Content analysis was conducted to capture the trends of the viewers of NetFlix and Youtube( Leeflang et al.,2014).
For this, a number of internet marketing articles published in the leading journals were analyzed along with the research topics published in this area of research. During the evaluation of the literature, the gaps and needs in the research were attempted.
A literature review was conducted regarding relevance, performance, advantage and bonding. The presence and relevance are the first two levels through which the consumers pass in order to build a brand loyalty. At this level, it was analyzed that 50% types of research published in the journals were of the opinion that Net Flix has noted its presence than YouTube (Vonderau, 2016).
The level 3 pertains to performance and at this stage, the service provider needs to reveal that their brand is better than the competitors. At this stage, YouTube was considered inferior to Net Flix. Only 40% of the journal articles favored YouTube.
Advantage and Bonding refer to levels 4 and 5. These are the final stages in which the brands need to communicate their advantages to the consumers. It might be less price or superior quality as against the competitors.
In this category, the articles favored YouTube in terms of less price but they also agreed that Net Flix is better in terms of quality. So it was observed that almost 50% of them at every stage of the pyramid favored Net Flix (Goldfayn, 2012).
With reference to Brand Health Tracking, 60% of the articles were of the view that NetFlix has better brand recognition and awareness as compared to YouTube because of its superior quality and price. Net Flix has got a better brand image and brand familiarity. It was agreed by 50% of them.
So the reviews can be summarized by saying that Netflix is better than YouTube (Johnson, 2015).
The preferred data collection approach was descriptive and inductive data collection conducted through the analysis of journals and literature review. The brand popularity of YouTube and Net flix can be analyzed through data analysis. For this the article pool was accumulated with the help of Google Scholar and Thomson Reuters Web of Science (WOS) citation database (Matrix, 2014).
The search parameters were restricted based on the list of top-ranked journals, key search terms and specified time ranges. The rationale for selecting the prefereed data approches are that they provide authentic sources of information which would affect the outcomes of the reaserch .
The research articles in this context were analyzed on the basis of the marketing strategies of YouTube and NetFlix which reflected the loyalty of the consumers, consistency in their purchase, experience, familiarity and awareness towards each of them.
Researches show that the videos of Net Flix were most popular amongst the age group of 20-25 years. It was observed that Brand awareness and recollection of Net Flix was strong against YouTube. 60% of the journal articles reflected that the consumers were more aware of the shows which were telecast on Netflix as compared to YouTube(Ryan, 2016).
The Brand Image of Net Flix was more powerful as compared to YouTube. About 65% of the journal articles illustrated that Net flix had a strong brand image as compared to YouTube. They were more loyal and aware of Net Flix. Furthermore, their experience and usage of Net flix had proved to be more efficient as compared to YouTube (Corley II, Jourdan and Ingram, 2013).
The related key methodological considerations associated with BHT are content analysis method. In order to guard against the threats to reliability, a number of pilot test on articles which met the parameters of search from the other top journals were performed .
So, the articles utilized in the pilot test did not form a part of the data generated and the data generated from the Pilot test had not been included in the final data analysis for the study. The researchers independently characterized the articles in the pilot test on the basis of the research strategies.
This pilot test served as a training session for appropriately categorizing the articles for the research in the context of research strategy (Tuten and Solomon, 2017).
The recommended method can be a case study and literature review as it would be helpful for evaluating the strengths and weaknesses of the brands. Although case studies can achieve the research goals as many of the methods they can be complicated at sometimes.
Sometimes the case study approach tends to be qualitative and unreliable. They relate to single topics or small clusters of topics. The result might not be generalized to the entire portfolio of research (Waterman, Sherman and Ji,2013).
Another biggest pitfall of using case study is related to external and internal validity. By using the case study method, the researcher often is not able to control certain variables and events and hence cannot manage them as the researcher does in a lab experiment.
The researcher doing a case study must be satisfied that his findings may be implemented in similar cases. Construction of validity can prove to be problematic in the case study research.It has been criticized as the potential subjectivity of the investigator.
Another disadvantage is that the researcher refers to various definitions of the problem thereby making the estimations of the final result confusing. There can be many difficulties by applying secondary data (Burgess and Green, 2018).
The researcher has to know the details about the procedure producing the data like samples which have been applied. It should be known that whether the process has taken the necessary issues into account.
In some of the cases, appropriate information is very difficult to find or it may be impossible. The case studies are subjected to the basis of selection and they are ineffective in case of rare exposures.
The information obtained by them is dependent upon the observation basis and the calculation of risk factors is not permitted in such methods. Furthermore, due to their narrow focus, the case studies have limited representatives and their generalization is not possible.
The classifications are also not possible due to the study of small units. There is the possibility of errors regarding memory and judgment. This method is also difficult and there is no layman to conduct this method (Rahman, 2017).
Conclusion
Hence this essay can be concluded on the note that the inductive research show that Netflix is more popular amongst the viewers than You Tube. With the help of BHT, it has been found that YouTube should adopt marketing strategies for approaching its viewers.
In spite of the limitations, applying content analysis is a comparatively easy process which permits the researchers to perform and prepare the data according to their own convenience.
They can avoid lengthy approval procedure of ethics. The inductive and content analysis method provides a rich opportunity to the researchers for studying the styles, patterns and preferences of the consumers regarding their liking towards Netflix and YouTube.
It has also been anticipated that more researchers would initiate the investigations regarding the comparison of the popularity between YouTube and Net Flix and content analysis would become a choice for such studies.
References
Burgess, J. and Green, J.( 2018) YouTube: Online video and participatory culture.UK: John Wiley & Sons.pp.1-20.
Corley II , J.K., Jourdan , Z. and Ingram , W.R.(2013) Internet marketing: a content analysis of the research. Electronic Markets.23(3). [online]. Available from: DOI 10.1007/s12525-012-0118-y [Accessed 13th October 2018].
Cunningham, S., Craig, D. and Silver, J.( 2016) YouTube, multichannel networks and the accelerated evolution of the new screen ecology. Convergence. 22(4), pp.376-391.
Dalecki, L.(2012) Maverick Entertainment presents “marketing mimicry”: targeting the urban-American teen film-viewer via DVD and direct-download. Young Consumers. 13(4), pp.367-380.
Goldfayn, A.L.( 2012) Evangelist marketing: What apple, Amazon, and netflix understand about their customers (that your company probably doesn’t).US: BenBella Books.pp.1-20.
Johnson, N.( 2015) The future of marketing: Strategies from 15 leading brands on how authenticity, relevance, and transparency will help you survive the age of the customer. US: FT Press. pp. 1-20.
Lambrecht, A., Goldfarb, A., Bonatti, A., Ghose, A., Goldstein, D.G., Lewis, R., Rao, A., Sahni, N. and Yao, S.( 2014) How do firms make money selling digital goods online?. Marketing Letters. 25(3), pp.331-341.
Leeflang, P.S., Verhoef, P.C., Dahlström, P. and Freundt, T.( 2014) Challenges and solutions for marketing in a digital era. European management journal. 32(1), pp.1-12.
Matrix, S.( 2014) The Netflix effect: Teens, binge watching, and on-demand digital media trends. Jeunesse: Young People, Texts, Cultures. 6(1), pp.119-138.
Minár, P.( 2016) Goodvertising As A Paradigmatic Change In Contemporary Advertising And Corporate Strategy. Communication Today. 7(2),pp.1-20.
Moran, G., Muzellec, L. and Nolan, E., 2014. Consumer moments of truth in the digital context: How “search” and “e-word of mouth” can fuel consumer decision making. Journal of Advertising Research. 54(2), pp.200-204.
Rahman , M.D.(2017) The Advantages and Disadvantages of Using Qualitative and Quantitative Approaches and Methods in Language “Testing and Assessment” Research: A Literature Review. Journal of Education and Learning.6(1),pp.102-112.
Roetzer, P.(2014) The marketing performance blueprint: strategies and technologies to build and measure business success. UK: John Wiley & Sons. pp.1-20.
Ryan, D.( 2016) Understanding digital marketing: marketing strategies for engaging the digital generation. UK: Kogan Page Publishers. pp. 1-10.
Scott, D.M.( 2015)The new rules of marketing and PR: How to use social media, online video, mobile applications, blogs, news releases, and viral marketing to reach buyers directly. US: John Wiley & Sons. pp. 1-20.
Strauss, J. and Frost, R.D.(2016) E-marketing: Instructor’s Review Copy. NY: Routledge. pp. 1-50.
Tripathi, S.S., Guin, K.K. and De Sadhan, K.( 2012) Critical success factors for marketing a new product: An empirical investigation. Vidwat, 5(2), p.3.
Tuten, T.L. and Solomon, M.R.( 2017) Social media marketing. London : Sage.pp.1-20.
Vonderau, P.( 2016) The video bubble: Multichannel networks and the transformation of YouTube. Convergence. 22(4), pp.361-375.
Waterman, D., Sherman, R. and Ji, S.W.(2013) The economics of online television: Industry development, aggregation, and “TV Everywhere”. Telecommunications Policy. 37(9), pp.725-736.
Wayne, M.L.( 2018) Netflix, Amazon, and branded television content in subscription video on-demand portals. Media, Culture & Society. 40(5), pp.725-741.
Branding is a marketing strategy followed by companies through which the company formulates a symbol, name or a design which can be easily identified as possessed by the company. It will enable it to track a product or service and differentiate it from another goods or service.
The importance of branding is that it allows the clients to know what is expected from the company. It is a method to distinguish the company from its competitors and clarifying the consumers about the uniqueness of the products or services offered by it (Tripathi, Guin and De Sadhan, 2012).
The importance of Brand Health Tracker ( BHT) in a busienss is that it analyses the brand reputation , brand awareness , brand equity, employee engagement and brand delivery of the business. In it each of the metrics play an important role and they all fit to make the brand powerful and attractrative.
So this assignment focuses on the telecommunication provider in the Australian service industry which is Telstra. It is one of the largest telecommunication service providers which operates and formulates the networks in telecommunication such as access to the internet and voice technology, pay television and other such goods and services. The chosen research area on telecommunication in this essay is internet access services provided by the company.
The main aim of the research is to compare the marketing strategies of Netflix and YouTube and to analyze which one is popular amongst consumers.
The specific business and research objectives discussed in relation to the internet services such as Youtube and Netflix are improving the satisfaction of customers, building a brand, revenue, improvement in the search engine optimization, increase in the number of qualified traffic on the internet.
The main aim of the marketing and business strategy is to increase the revenue and growth of the company. Through the combination of search engine optimization or SEO on Youtube and Netflix along with pay per click advertisements, the company can improve the prospects of the probable consumers which can be found through the net (Cunningham, Craig and Silver, 2016).
The research objectives can also pertain to strategies employed for building a brand by the company. They are also associated with adopting the strategy of Brand Health Tracking (BHT) which is used to monitor the health of the brand. It is also used to identify the changes created in the brand and the competitors of the company (Wayne, 2018).
So, the research objectives can be summarized as below:
The information which is to be collected regarding the strategies adopted by the YouTube and Netflix to improve their branding strategy is adopting the promotional strategies related to the video content. The other research objectives pertain to quantifying the value of the brand against the competition amongst the two and popularity of the two brands. YouTube has adopted the strategy of video content which can be the top disruptor of the marketing world.
On the other hand, Netflix has adopted the strategy of subscription video on demand (SVOD), Netflix has placed itself as a replacement of the linear television and it, therefore, it views the traditional television networks as its competitors (Minár, 2016).
So the information pertaining to the strategies implemented by YouTube and Netflix can be obtained through a descriptive research since the aim is to gain knowledge and comprehension about the behavior of consumers. The objective was to examine their thoughts, views and attitudes about the strategies of marketing of YouTube and Netflix( Moran, Muzellec and Nolan,2014).
The research was conducted by using qualitative data collection method. In order to support the argument, use of content analysis and case studies are being made. They analyze the various blogs in order to study the difference in the marketing strategies of Net Flix and YouTube.
Content analysis is the implementation of the scientific methods for the documentary evidence. It has also enabled the researchers to analyze the data to be structured. In the context of this research it has been used to compare the marketing strategies of Netflix and YouTube .
It is an inductive method which is helpful in evaluating how the value of the brand can be qualified against the competition of Net Flix and YouTube( Dalecki,2012). The example of informtaion to be collected is how many % of viewers are interestered are viewing Netflix and how many of them are interested in watching YouTube .
The use of content analysis is helpful in meeting the type of output expected , research aims and objectives and it would be helpful in deriving to the conclusion.
The decision-making process consists of awareness, information, decision, action or purchase process , expected outputs and potential role for informing brand decision making. Both the brands should recognize the problems in their branding strategies and search the internal and external information related to them. They would be helpful in collecting theoretical information about the current issue that would be effective to reach a the valid conclusion (Scott, 2015).
For examaple , it should be followed by evaluating the decisions pertaining to strategies to make the brand popular amongst its consumers. It is then followed by action and outcome. The implemented strategies then affect the purchase process of the consumers which is shown in the last stage pertaining to outcomes.
The research design and methodology used can help in decision making by the service providers. YouTube can upgrade its marketing strategies by conducting research about the competitors in the market. It is essential to analyze who else is publishing the same content as posted by YouTube (Lambrecht, et al.,2014).
The company should also make a list of content bucket which is the best way to create efficiencies through the content.Furthermore , Net Flix should also upgrade its marketing strategies from time to time if it wants to take a hold of the market. It should attempt to create quality content if it wants to create a hold on the market (Strauss and Frost,2016).
YouTube and Netflix can be compared by using the models of Brand Value Tracker and Brand Pyramid. The earlier participants were considered in this research. Content analysis was conducted to capture the trends of the viewers of NetFlix and Youtube( Leeflang et al.,2014).
For this, a number of internet marketing articles published in the leading journals were analyzed along with the research topics published in this area of research. During the evaluation of the literature, the gaps and needs in the research were attempted.
A literature review was conducted regarding relevance, performance, advantage and bonding. The presence and relevance are the first two levels through which the consumers pass in order to build a brand loyalty. At this level, it was analyzed that 50% types of research published in the journals were of the opinion that Net Flix has noted its presence than YouTube (Vonderau, 2016).
The level 3 pertains to performance and at this stage, the service provider needs to reveal that their brand is better than the competitors. At this stage, YouTube was considered inferior to Net Flix. Only 40% of the journal articles favored YouTube.
Advantage and Bonding refer to levels 4 and 5. These are the final stages in which the brands need to communicate their advantages to the consumers. It might be less price or superior quality as against the competitors.
In this category, the articles favored YouTube in terms of less price but they also agreed that Net Flix is better in terms of quality. So it was observed that almost 50% of them at every stage of the pyramid favored Net Flix (Goldfayn, 2012).
With reference to Brand Health Tracking, 60% of the articles were of the view that NetFlix has better brand recognition and awareness as compared to YouTube because of its superior quality and price. Net Flix has got a better brand image and brand familiarity. It was agreed by 50% of them.
So the reviews can be summarized by saying that Netflix is better than YouTube (Johnson, 2015).
The preferred data collection approach was descriptive and inductive data collection conducted through the analysis of journals and literature review. The brand popularity of YouTube and Net flix can be analyzed through data analysis. For this the article pool was accumulated with the help of Google Scholar and Thomson Reuters Web of Science (WOS) citation database (Matrix, 2014).
The search parameters were restricted based on the list of top-ranked journals, key search terms and specified time ranges. The rationale for selecting the prefereed data approches are that they provide authentic sources of information which would affect the outcomes of the reaserch .
The research articles in this context were analyzed on the basis of the marketing strategies of YouTube and NetFlix which reflected the loyalty of the consumers, consistency in their purchase, experience, familiarity and awareness towards each of them.
Researches show that the videos of Net Flix were most popular amongst the age group of 20-25 years. It was observed that Brand awareness and recollection of Net Flix was strong against YouTube. 60% of the journal articles reflected that the consumers were more aware of the shows which were telecast on Netflix as compared to YouTube(Ryan, 2016).
The Brand Image of Net Flix was more powerful as compared to YouTube. About 65% of the journal articles illustrated that Net flix had a strong brand image as compared to YouTube. They were more loyal and aware of Net Flix. Furthermore, their experience and usage of Net flix had proved to be more efficient as compared to YouTube (Corley II, Jourdan and Ingram, 2013).
The related key methodological considerations associated with BHT are content analysis method. In order to guard against the threats to reliability, a number of pilot test on articles which met the parameters of search from the other top journals were performed .
So, the articles utilized in the pilot test did not form a part of the data generated and the data generated from the Pilot test had not been included in the final data analysis for the study. The researchers independently characterized the articles in the pilot test on the basis of the research strategies.
This pilot test served as a training session for appropriately categorizing the articles for the research in the context of research strategy (Tuten and Solomon, 2017).
The recommended method can be a case study and literature review as it would be helpful for evaluating the strengths and weaknesses of the brands. Although case studies can achieve the research goals as many of the methods they can be complicated at sometimes.
Sometimes the case study approach tends to be qualitative and unreliable. They relate to single topics or small clusters of topics. The result might not be generalized to the entire portfolio of research (Waterman, Sherman and Ji,2013).
Another biggest pitfall of using case study is related to external and internal validity. By using the case study method, the researcher often is not able to control certain variables and events and hence cannot manage them as the researcher does in a lab experiment.
The researcher doing a case study must be satisfied that his findings may be implemented in similar cases. Construction of validity can prove to be problematic in the case study research.It has been criticized as the potential subjectivity of the investigator.
Another disadvantage is that the researcher refers to various definitions of the problem thereby making the estimations of the final result confusing. There can be many difficulties by applying secondary data (Burgess and Green, 2018).
The researcher has to know the details about the procedure producing the data like samples which have been applied. It should be known that whether the process has taken the necessary issues into account.
In some of the cases, appropriate information is very difficult to find or it may be impossible. The case studies are subjected to the basis of selection and they are ineffective in case of rare exposures.
The information obtained by them is dependent upon the observation basis and the calculation of risk factors is not permitted in such methods. Furthermore, due to their narrow focus, the case studies have limited representatives and their generalization is not possible.
The classifications are also not possible due to the study of small units. There is the possibility of errors regarding memory and judgment. This method is also difficult and there is no layman to conduct this method (Rahman, 2017).
Conclusion
Hence this essay can be concluded on the note that the inductive research show that Netflix is more popular amongst the viewers than You Tube. With the help of BHT, it has been found that YouTube should adopt marketing strategies for approaching its viewers.
In spite of the limitations, applying content analysis is a comparatively easy process which permits the researchers to perform and prepare the data according to their own convenience.
They can avoid lengthy approval procedure of ethics. The inductive and content analysis method provides a rich opportunity to the researchers for studying the styles, patterns and preferences of the consumers regarding their liking towards Netflix and YouTube.
It has also been anticipated that more researchers would initiate the investigations regarding the comparison of the popularity between YouTube and Net Flix and content analysis would become a choice for such studies.
References
Burgess, J. and Green, J.( 2018) YouTube: Online video and participatory culture.UK: John Wiley & Sons.pp.1-20.
Corley II , J.K., Jourdan , Z. and Ingram , W.R.(2013) Internet marketing: a content analysis of the research. Electronic Markets.23(3). [online]. Available from: DOI 10.1007/s12525-012-0118-y [Accessed 13th October 2018].
Cunningham, S., Craig, D. and Silver, J.( 2016) YouTube, multichannel networks and the accelerated evolution of the new screen ecology. Convergence. 22(4), pp.376-391.
Dalecki, L.(2012) Maverick Entertainment presents “marketing mimicry”: targeting the urban-American teen film-viewer via DVD and direct-download. Young Consumers. 13(4), pp.367-380.
Goldfayn, A.L.( 2012) Evangelist marketing: What apple, Amazon, and netflix understand about their customers (that your company probably doesn’t).US: BenBella Books.pp.1-20.
Johnson, N.( 2015) The future of marketing: Strategies from 15 leading brands on how authenticity, relevance, and transparency will help you survive the age of the customer. US: FT Press. pp. 1-20.
Lambrecht, A., Goldfarb, A., Bonatti, A., Ghose, A., Goldstein, D.G., Lewis, R., Rao, A., Sahni, N. and Yao, S.( 2014) How do firms make money selling digital goods online?. Marketing Letters. 25(3), pp.331-341.
Leeflang, P.S., Verhoef, P.C., Dahlström, P. and Freundt, T.( 2014) Challenges and solutions for marketing in a digital era. European management journal. 32(1), pp.1-12.
Matrix, S.( 2014) The Netflix effect: Teens, binge watching, and on-demand digital media trends. Jeunesse: Young People, Texts, Cultures. 6(1), pp.119-138.
Minár, P.( 2016) Goodvertising As A Paradigmatic Change In Contemporary Advertising And Corporate Strategy. Communication Today. 7(2),pp.1-20.
Moran, G., Muzellec, L. and Nolan, E., 2014. Consumer moments of truth in the digital context: How “search” and “e-word of mouth” can fuel consumer decision making. Journal of Advertising Research. 54(2), pp.200-204.
Rahman , M.D.(2017) The Advantages and Disadvantages of Using Qualitative and Quantitative Approaches and Methods in Language “Testing and Assessment” Research: A Literature Review. Journal of Education and Learning.6(1),pp.102-112.
Roetzer, P.(2014) The marketing performance blueprint: strategies and technologies to build and measure business success. UK: John Wiley & Sons. pp.1-20.
Ryan, D.( 2016) Understanding digital marketing: marketing strategies for engaging the digital generation. UK: Kogan Page Publishers. pp. 1-10.
Scott, D.M.( 2015)The new rules of marketing and PR: How to use social media, online video, mobile applications, blogs, news releases, and viral marketing to reach buyers directly. US: John Wiley & Sons. pp. 1-20.
Strauss, J. and Frost, R.D.(2016) E-marketing: Instructor’s Review Copy. NY: Routledge. pp. 1-50.
Tripathi, S.S., Guin, K.K. and De Sadhan, K.( 2012) Critical success factors for marketing a new product: An empirical investigation. Vidwat, 5(2), p.3.
Tuten, T.L. and Solomon, M.R.( 2017) Social media marketing. London : Sage.pp.1-20.
Vonderau, P.( 2016) The video bubble: Multichannel networks and the transformation of YouTube. Convergence. 22(4), pp.361-375.
Waterman, D., Sherman, R. and Ji, S.W.(2013) The economics of online television: Industry development, aggregation, and “TV Everywhere”. Telecommunications Policy. 37(9), pp.725-736.
Wayne, M.L.( 2018) Netflix, Amazon, and branded television content in subscription video on-demand portals. Media, Culture & Society. 40(5), pp.725-741.
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