Content posted by Spanish automotive sector brands on YouTube: branded content, insights and environmental commitment

This study seeks to identify the digital media frames of the violations committed by the Israeli occupation against Palestinian female journalists as presented on the AlJazeera YouTube channel and BBC YouTube channel from 1/1/2020 to 30/06/2023. The media framing theory foregrounds the current study. This study is considered descriptive and uses the media survey methodology as well as quantitative and qualitative analysis. A sample of 105 videos posted on the two YouTube channels were analyzed using qualitative content analysis. The study results reveal that both TV news channels covered Israeli violations against Palestinian female journalists, such as killing, arrests, and abuse, while completely ignoring Israeli violations related to restricting freedom of opinion and expression. Furthermore, the YouTube channels primarily documented Israeli violations against Palestinian female journalists through videos created by citizens using mobile phones. The study also revealed that the assassination of the Palestinian journalist Sherine Abu Aqelah is the most significant incident featured in YouTube videos. Results indicate that the number of videos published on AlJazeera YouTube channel is greater than that published on the BBC channel. In addition, AlJazeera’s YouTube channel used emotional and rational persuasion techniques in covering Israeli violations. The news coverage by AlJazeera gives more attention to the violations against its journalists and reporters than those working for other media organizations.

As a consequence of the pandemic caused by Covid-19, the consumption of digital platforms and social networks has grown exponentially, especially the social network analyzed in this paper: Twitch. This platform of increasingly diverse content and audience brings together a largely young audience. For this reason, new advertising formats such as branded content are particularly relevant, as this target is increasingly demanding less advertising and more content, something that both the platform and the advertising format can offer them. Therefore, Twitch and branded content have an important compatibility. In short, this paper aims to determine the suitability of Twitch as a platform for developing branded content actions through interviews with expert researchers on the subject and through the analysis of the biggest success case of branded content in 2021.

Purpose: YouTube has become one of the most profitable spaces when it comes to making advertising investments and attracting increasingly young audiences, of great interest to brands. The objectives of the research are to study the use that Spanish advertisers make of their channel on YouTube and identify common features in the content they publish on this platform. Desing / Methodology / Approach: A descriptive study is carried out, using as a methodological tool the qualitative analysis of content. The sample consists of the 1,029 videos posted on YouTube in 2019 by the top ten Spanish advertisers by investment volume in 2019, according to InfoAdex (2020). From nine research questions, variables relating to four dimensions are analyzed: presence, audience, interaction and discourse. Results: Nine of the ten brands have a YouTube channel. Although the channels of El Corte Inglés, Orange and Telefónica are the ones that make the most publications, L’Oréal’s is the one that gets the most interactions. The most common YouTube content format among major Spanish companies is branded content, especially information/education, followed by short spot and corporate videos. Limitations / Implications: The limitations of the study lie in the diversity of sectors of the brands analyzed, a circumstance that influences the results, and the wide variability in terms of the publication of content on YouTube by the brands. Originality / Contribution: The value of the study lies in the sample size. The results show that the content strategy of these brands needs greater definition, being in a state of intermediate development, with few publications, irregular publication periodicity and little adaptation of content to the particularities of the channel, which detracts from creativity to publications.

Branded content is an advertising format that integrates brand equity with content of interest that engages the audience, and it does so in a natural, emotional, and non-intrusive way. The purpose of this study is to evaluate the impact of branded content versus conventional advertising on young audiences by using neuromarketing techniques. A content analysis of 31 branded content case studies selected by the Branded Content Marketing Association (BCMA) in Spain was carried out, and the electrodermal activity (EDA) of 70 subjects between 18 and 30 years of age was recorded when they were exposed to branded content stimuli in advertisements. The results confirm a greater impact from the stimuli of branded content, even though there was no significant difference.

El presente trabajo ofrece los resultados de una investigación centrada en el binomio compuesto por el branded content -formato publicitario consistente en la creación de contenidos por parte de la marca-, y el que según Infoadex es el primer anunciante en términos de inversión publicitaria en España, el grupo El Corte Inglés. La muestra la conforman un conjunto de 361 individuos y el medio en el que se programa el formato de branded content a analizar es Internet. El objetivo es esclarecer la eficacia y utilidad de éste formato, uno de los más significativos dentro del panorama de iniciativas publicitarias que van más allá de la publicidad convencional, y analizar la rentabilidad y pertinencia de este espacio para el anunciante.

Sufficient knowledge is available about the definition, details and differences of qualitative content and thematic analysis as two approaches of qualitative descriptive research. However, identifying the main features of theme as the data analysis product and the method of its development remain unclear. The purpose of this study was to describe the meaning of theme and offer a method on theme construction that can be used by qualitative content analysis and thematic analysis researchers in line with the underpinning specific approach to data analysis. This methodological paper comprises an analytical overview of qualitative descriptive research products and the meaning of theme. Also, our practical experiences of qualitative analysis supported by relevant published literature informed the generation of a stage like model of theme construction for qualitative content analysis and thematic analysis. This paper comprises: (i) analytical importance of theme, (ii) meaning of theme, (iii) meaning of category, (iv) theme and category in terms of level of content, and (v) theme development. This paper offers a conceptual clarification and a pragmatic step by step method of theme development that has the capacity of assisting nurse researchers understand how theme is developed. As nursing is a pragmatic discipline, nurse researchers have tried to develop practical findings and devise some way to “do something” with findings to enhance the action and impact of nursing. The application of a precise method of theme development for qualitative descriptive data analysis suggested in this paper helps yield meaningful, credible and practical results for nursing.

In the contemporary digital era, new media has become an integral component of marketing strategies across industries, particularly in the automotive sector. This paper explores the transformative role of video marketing within automotive brand strategies on new media platforms such as YouTube, TikTok, and Bilibili. With consumer decisions increasingly influenced by online content, automotive video accounts play a pivotal role in shaping brand perception and driving sales. The analysis covers various successful marketing strategies employed by leading automotive brands, including Tesla's innovative showcases, BMW's emotional marketing, Audi's interactive experiences, and Ford's educational content. Each case study illustrates how automotive brands leverage video content to highlight their technological advancements, design excellence, and performance capabilities, effectively deepening consumer engagement and enhancing brand loyalty. The paper also addresses significant challenges faced in this dynamic landscape, such as intense market competition, the need for content innovation, platform algorithm changes, maintaining user engagement, and navigating data privacy regulations. Through a comprehensive study of these elements, the paper provides strategic insights and recommendations aimed at optimizing video marketing efforts in the highly competitive field of automotive sales. This research contributes to a deeper understanding of the impact of new media on automotive marketing and offers a blueprint for leveraging video content to achieve commercial success.

The analysis of narrative data frequently raises methodological concerns oscillating between, on the one hand, the necessity to structure and highly heterogeneous and descriptive data for operationalizing analysis and, on the other hand, the interest to preserve the subtlety and context of narration for enhancing analysis. Based on existing research that evidences the inherent coherence of qualitative analysis for narrative data and the operational advantage of quantifying narrative data via textual analysis, this paper presents a methodological exploration combining textual analysis and qualitative content analysis to analyze narrative data. Positioning this methodological process within an abductive approach, this research assesses an analysis conducted on 75 narrative texts written by employees and managers about their work and shows that 1) the textual analysis, with its quantifying techniques, helps peruse and structure narrative data, particularly heterogeneous and massive data; 2) the interaction between quantifying techniques supported by textual analysis and qualitative content analysis based on interpretation favors the interaction between deductive reasoning and inductive reasoning during the analytical process and therefore reinforces the interpretative robustness of qualitative content analysis; 3) if qualitative content analysis cannot intrinsically dissociate from the subjective interpretation, textual analysis might provide relative objectifying adjustments to the subjectivity of interpretation. The paper ends by presenting propositions and recommendations with regard to the utilization of quantifying techniques in the qualitative analysis of narrative data.

YouTube as an online video-sharing service in the context of Web 2.0 goes beyond the bounds of pure fun, for which the platform was primarily established. Nowadays, commonly to other social media, it serves also educational, informational and last but not least, marketing purposes. The importance of video sharing is supported by several predictions about video reaching over 90% of global internet traffic by 2020. Using qualitative content analysis over selected YouTube videos, paper examines the current situation of the platform's marketing potential usage by medical informatics organizations, researches and other healthcare professionals. Results of the analysis demonstrate several ways in which YouTube is already used to inform, educate or promote above-mentioned medical institutions. However, their engagement in self-promo or spreading awareness of their research projects via YouTube is considered to be low.

The integration of different analytical approaches allows harnessing their respective benefits. Nonetheless, the integration of varied methods is challenging, primarily due to the scarcity of comprehensive guidelines for such complex analyses. This paper introduces a five-step approach for combining two distinct research methods: qualitative content analysis and narrative analysis as a useful tool for researchers working under critical realist paradigm, or those who just wish to use both – categorizing and connecting approaches – in their research analysis. Qualitative content analysis plays a crucial role in categorizing insights from data. However, an exclusive reliance on content analysis might result in the loss of important contextual aspects associated with these insights. Consequently, narrative analysis becomes valuable, as it enables linking diverse elements in the data, such as the subject of study, its context, associated events, and identified categories. The process of combining the qualitative content analysis and narrative analysis method introduced in the current study was formulated during a doctoral research project within a critical realist paradigm, which necessitated a thorough consideration of both the subject matter and its context. In response to the absence of guidelines for combining content and narrative analysis, the author developed and tested a unique process during her research project. Employing the suggested approach of connecting content and narrative analysis can assist researchers, particularly those applying the critical realist paradigm in the process of generating contextually situated yet generalisable results. From a practical standpoint, innovative research methods and more comprehensive insights from academic studies enhance our understanding of various patterns in the business and management landscape.

Background and Aim: The clinical instructorsplay an essential role in the clinical learning environment by providing students with the important nursing skills. Therefore, this study aims to discover clinical instructors’ perspective about the challenges in the clinical learning environment. Method: A qualitative descriptive content analysis study design and semi-structured interview tool was used; the participants were 12 clinical nursing instructors who were selected purposively with a work experience of 7 − 18 years , earned MSc and PhD degrees and recruited from Nineveh governorate colleges of nursing. The data transcripts were analysed by using qualitative content analysis. Results: Four challenges emerged: (i) Ineffective clinical instruction; (ii) Ineffective clinical administration; (iii) Ministerial challenges; and (iv) Student related challenges. These challenges revealed clinical nursing instructors' difficulties in balancing their competency, good administration, ministerial factors and student competency. Conclusion: The identified challenges reflect the need to improve the quality of education and to create qualified nurse professionals, it may be important for students to be properly prepared, to choose the optimal clinical setting that meets the purpose, and to receive adequate teaching, advice, and supervision.

BackgroundYouTube is one of the most widely-used social media platforms and has become a key source of nutritional information for athletes. Both experts and nonexperts use it as an educational tool; however, videos created by nonexperts are more popular among viewers. As social media sources can influence athletes' nutritional knowledge, it is essential that reliable nutritional information reaches them.ObjectivesThis study aimed to identify the key nutritional information and communication methods used in popular sports nutrition videos on YouTube.MethodsA systematic search was conducted on YouTube to select videos that met the following criteria: English language, sports nutrition-related content, available audio, free access, 4–20 min in length, and classified as informational or educational. Qualitative content analysis was performed to examine video content, and formal concept analysis was applied to determine the structure of associations among communication methods, sports nutrition themes, and presenter expertise. A total of 114 YouTube videos met the inclusion criteria.ResultsFour themes emerged regarding sports nutrition messages: the function of nutrition in sports, know-how, dietary strategies, and developing a dietary framework. We identified four themes in the methods used to convey these messages: language features, content delivery methods, appearing connected to the audience, and establishing credibility. The analysis revealed distinct differences in communication approaches between experts and nonexperts. Expert videos often lacked the communication techniques that nonexperts used to build trust and connect with viewers.ConclusionsThis study highlighted the key sports nutrition information and the characteristics of communication features in sports nutrition YouTube videos. The differences in communication methods between experts and nonexperts underscore the need for more effective strategies from experts to engage athletes and build trust. Collaboration between experts and nonexperts could help improve the quality and credibility of online content.

The present study aims to criticize and analyze Radio Ava music tracks during a specific period, in order to find out the works it broadcasts, the function they have. Music primarily affects the soul of the audience (human). The nature of music works consists of the two basic pillars of melody and rhythm. These two, along with the poetry, (in case voice accompanies the music) have been studied and analyzed in this article, so that, apart from categorizing the themes, it can reveal the content and the various kinds of musical works that have been broadcasted from the Radio Ava. The study has been carried out using qualitative content analysis. In the qualitative content analysis, the statistical population has been selected accidentally which consists of twelve days of the Radio Ava programs and, after recording them, a total of 40 works were finally studied and analyzed. The analysis has drawn broadcasting weaknesses and flaws, the function, and performance of the programs in Radio Ava, distinguishing the course of favorable impacts (perfectionism) from the opposite and categorizing the themes, music, and songs on Radio Ava have been drawn.

Researchers carrying out empirical studies in education are faced with complex and multifaceted phenomena that need to be investigated from different perspectives and with various methodological approaches. A suitable, often-applied method in empirical educational research is qualitative content analysis (QCA), developed by Philipp MAYRING (1983, 2015). This method can be used for inductive and deductive strategies of analysis, and is appropriate for combining qualitative and quantitative analyses, especially for research strategies based on mixed methods approaches (CRESWELL, 2015), which have for several years now been extensively discussed in empirical educational research (GLASER-ZIKUDA, SEIDEL, ROHLFS, GROSCHNER & ZIEGELBAUER, 2012; HAGENAUER & GLASER-ZIKUDA, 2019; MAYRING & GLASER-ZIKUDA, 2008). In this article, we discuss the potential of QCA for empirical educational research by giving insights into the basics of analysis and by providing research examples. We also briefly address the relevance of digitally supported analysis and describe specific software packages. Finally, we discuss the potential and challenges of applying QCA within mixed methods designs in the field of empirical educational research.

Purpose of the article: To review recent research into the connection between brand archetypes and masculinity archetypes in advertising and assess them from a consumer engagement perspective. The study focused primarily on two main questions. The first was to find out which brand archetypes and masculinity archetypes are the most common in advertisements concentrating on traditional and modern masculinity. The second main question was to find out which brand and masculinity archetypes get more approval from the consumers and which have more positive feedback.Methodology/methods: The researchers used qualitative content analysis, video content analysis, and sentiment analysis. The qualitative content analysis was conducted using the Nvivo 11 qualitative data analysis software to help organise, analyse, and find relevant insights in the text. The authors chose to have a mixed content analysis of conventional and direct content analysis. The qualitative content and sentiment analysis were used to analyse consumer opinions from 2400 YouTube comments on certain advertisements where masculinity is identified as a critical concept.Scientific aim: To see whether the brand archetype theory and masculinity archetype theory are compatible in analysing consumer opinions about masculinity advertisements.Findings: The results from the video content analysis show that the most common brand archetypes in masculinity advertisements are the Caregiver, Ruler, Lover, and Hero. Regarding masculinity archetypes, the most common ones are the King, Lover, and Warrior.Conclusions: The most positive consumer discourse was for the advertisements with the Lover, Creator, Everyman, Explorer, and Hero brand archetypes. Concerning masculinity archetypes, the most positive consumer discourse was with the Lover and Warrior masculinity archetypes.