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Use of YouTube for Business Communication. Analysis
of the Content Management and Level of Participation of Spanish
Best Reputed Companies Youtube ChannelsND
Carmen Costa-Sanchez, Corporate Reputation Review, 31st May 2017.
Companies are increasingly integrating social media into their relationships with stakeholders. The article analysed the content of 454 videos from 20 YouTube channels. It found that YouTube is used as a promotional platform, rather than a way to inform stakeholders. The videos analysed had low levels of public interaction and a general lack of interest in the contents of the videos. The platform offers companies a way of publicising corporate social responsibility undertakings which received higher levels of interaction than standard promotional material.
For more information see: Corporate Reputation Review: https://link.springer.com/journal/41299