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Advances in Marketing - Essay Example

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This work called "Advances in Marketing" describes video sharing and the trends it has spawned that are relevant to marketing, particularly product reviewing videos on YouTube. From this work, it is clear that the general comprehension of online culture is relevant to marketers by video sharing and demonstrating its practical and theoretical application…
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Advances in Marketing
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Download file to see previous pages According to Scott (2013), video sharing is part of the modern participatory culture that has defined the current generation of internet users. Today, many teenagers and middle-aged individuals who use the web are actively engaged in sharing. This includes joining online forums and communities to create and share videos, producing creative content in novel forms (digital sampling, video production, and modding), forming groups to execute tasks and generate new knowledge, and defining the flow of media. An expanding body of literature reveals likely benefits of the video-sharing culture, including opportunities for the enhancement of skills relevant in the contemporary workplace, opportunities for coordinated and peer-to-peer learning, and more informed and empowered notions of citizenship (Kawasaki and Fitzpatrick, 2014). Some scholars contend that young people acquire video-sharing skills and competencies independently by embracing popular culture. However, the challenges of limited media transparency, the collapse of conventional variants of professional training and interaction, and unequal access validate the case for pedagogical and strategic interventions.
There are a few online experiences that are more enjoyable than watching great videos. Humans are naturally inclined to maximize pleasure and minimize displeasure. This trait is augmented by an intrinsic need to satisfy emotional needs, hence the urge to participate in activities that arouse emotions in a positive manner (Nelson-Field, 2013). In this regard, there are few contemporary online cultures that can better the impact of video sharing. Professional filmmakers, casual internet users, vloggers, and practitioners in various disciplines are involved in promoting the video-sharing culture. In fact, there are video sharing options for people of all social classes and ages (Tuten and Solomon, 2014). With the increasing availability of smartphones, apps, and fast internet speeds, there are still many opportunities available in video sharing. Currently, people are live streaming all types of content, from social events to sports matches and instantly sharing them in their web communities. ...Download file to see next pages Read More
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