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| Title: | 消費電子品牌的YouTube熱門影片行銷策略
YouTube Trending Video Marketing Strategy for Consumer Electronics Brands |
| Authors: | 魏守芸
Wei, Shou-Yun |
| Contributors: | 朴星俊
Park, Sung-Jun
魏守芸
Wei, Shou-Yun |
| Keywords: | Youtube 發燒影片
品牌
消費電子
數位行銷
Youtube trending video
Brand
Consumer electronics
Influencers
Viewer engagement |
| Date: | 2025 |
| Issue Date: | 2025-03-03 13:54:04 (UTC+8) |
| Abstract: | 隨著全球活躍用戶超過 24.9 億，YouTube 已成為影音行銷的重要平台。消費者越來越依賴 YouTube 影片來影響購買決策，特別是在消費性電子產品領域。因此，了解如何優化影片在 YouTube 發燒影片排行榜（Trending List）上的表現，對該產業的品牌行銷人員而言至關重要。本研究旨在驗證 YouTube 的演算法優先順序，並透過分析影響科技類影片在熱門趨勢榜上維持時間的因素，提供具體的行銷建議。研究聚焦於三個地區——南韓、英國和美國，分析了 2022 年 6 月至 2024 年 1 月期間，共 1,232 部發燒影片的資料，探討觀眾參與度指標、內容類型及地區差異對影片持續在發燒排行榜上存在時長的影響。
研究結果首先顯示，按讚數增長是影響熱門趨勢維持時間的最關鍵因素，而觀看數增長的影響相對較小。此外，品牌製作內容（Brand-Generated Content，BGC）通常能獲得較高的觀看次數，而使用者生成內容（User-Generated Content，UGC）則在按讚數和留言數方面表現更為突出。
地區差異也相當明顯——南韓的影片在熱門趨勢榜上的維持時間幾乎是美國和英國等西方市場的兩倍。這些發現能幫助消費性電子品牌根據不同地區的受眾特性，優化其 YouTube 行銷策略。
With over 2.49 billion active users worldwide, YouTube has become a critical platform for video marketing. Consumers are increasingly relying on YouTube videos to influence their purchasing decisions, particularly in the consumer electronics sector. Understanding how to optimize video performance on YouTube's Trending list has become essential for brand marketers in this industry. This study aims to validate YouTube's algorithmic priorities and provide actionable marketing insights by analyzing the factors that influence the duration of technology-related videos on the Trending list. Focusing on three regions—South Korea, the United Kingdom, and the United States—the research examines a dataset of 1,232 trending videos from June 2022 to January 2024. It explores the impact of viewer engagement metrics, content type, and regional differences on trending duration.
The findings first reveal that the growth in likes count is the most significant factor affecting trending duration, while the growth in view count has little impact. Additionally, BrandGenerated Content (BGC) typically achieves higher view counts, whereas User-Generated Content (UGC) outperforms in likes and comments.
Regional differences are prominent, with South Korean videos trending for nearly twice as long as those in Western markets, the US and UK. These insights can help consumer electronics brands refine their YouTube marketing strategies by tailoring their approach to specific regional audiences. |
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| Description: | 碩士
國立政治大學
國際經營管理英語碩士學位學程(IMBA)
111933022 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0111933022 |
| Data Type: | thesis |
| Appears in Collections: | [國際經營管理英語碩士學程IMBA] 學位論文
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