TY  - CHAP
U1  - Buchbeitrag
A1  - Bug, Peter
A1  - Winker, Cora
A1  - Zillikens, Patrizia
ED  - Bug, Peter
T1  - YouTube fashion videos
T2  - Fashion and film : moving images and consumer behavior
N2  - YouTube is the most widely adopted and successful video sharing platform. It works as a marketing instrument and money-making tool for companies while reaching the target group. After considering the significant literature based on YouTube, it is striking that there is lack of information about YouTube’s benefits as a video marketing instrument for fashion brands. To establish this subject further, the purpose of this study is to enrich the existing findings on social video marketing on YouTube in the apparel industry. The findings indicate the importance of YouTube as a social network for fashion marketers. The second part conducts an empirical study, which makes the YouTube channel performance of nine fashion brands the subject of discussion. Thereby, three brands per lifestyle, sports and luxury sector are analyzed through comparative aspects. Accordingly, the differences and similarities within and between the sectors are analyzed and evaluated.
KW  - YouTube fashion videos
KW  - fashion and film
KW  - YouTube fashion brands
Y1  - 2020
SN  - 978-981-13-9542-0
SB  - 978-981-13-9542-0
U6  - https://doi.org/10.1007/978-981-13-9542-0_5
DO  - https://doi.org/10.1007/978-981-13-9542-0_5
SP  - 83
EP  - 111
S1  - 29
PB  - Springer
CY  - Singapore
ER  -