It is a Final paper which has four parts: Abstract, Introduction, Literature Review, Practical Implications. First three parts are already finished but still need some small changes, and need the last part: Practical Implications, after that, combine these together as a final paper.
For the final project of this class, each student will submit an individual paper
exploring a specific area/problem of Advertising or Public Relations. The
final paper should be about 8 to 10 pages (double-spaced, 12-point font, APA
format, references excluded). In addition to the paper, each student will make
a presentation (10 minutes) to the class at the end of the semester.
The final paper should include the following sections:
o
Abstract
o
Introduction to your topic (1-2 pages).
â–ª What is the PR/advertising problem to be solved?
What specific questions do you try to address?
â–ª What is the significance of the problem?
â–ª Why and how is it important to various
stakeholders/publics?
o
A literature review of relevant theoretical framework (s)/ concept
(s) and previous research (4-5 pages)
â–ª What theoretical framework(s) or concepts are
relevant to your topic? The theory/concept you
choose does not have to be from this course. You
need to thoroughly discuss each theory/ concept/
model that you chose to show your in-depth
understanding of it.
â–ª A summary of previous literature and empirical
evidence.
o
Practical implications
â–ª This section demonstrates your ability to use theory to
inform practice. Based on your understanding of theory (ies)
or concept (s) and your findings from the literature review,
provide a communication plan with strategies and tactics
which can be used to address the problem. The
communication plan should include enough details and
specifics.
To help you make productive progress throughout the semester, you need
to submit a topic proposal and draft paper.
•
Proposal: The purpose of the proposal is to help you identify a key
research problem that can be further developed for your final project. You
will select a specific research area of your interest, narrow it down to a
specific question, and explain its importance.
The research area and your specific question should be within the scope
of advertising/PR research and meaningful to advertising/PR practice.
This assignment should be a two-page outline (double-spaced, 12-point
font, one-inch margins) including 1) what the problem is, 2) why it is
important (e.g., to the org, to various stakeholders, to the society?), 3)
what is your general approach to explore the area, 4) citations/references
that you have identified.
•
Draft Paper
a. Revise your research idea based on the feedback from the
consultation meeting.
b. Find a key theory or concept that can help address the problem.
After you decide the research area, you need to find at least 5
relevant sources that help you develop your final paper. At least 4
sources should be academic in nature, such as books, leading peerreviewed journals.
c. For each source, you need to
1) summarize the overall approach, method, and findings.
2) describe the relevance/ implication of the article to your
question; why and how this article can help address your
research inquiry.
d. Briefly discuss how the theory/concept can inform communication
strategy development.
Useful resources:
o
How to write a literature review
https://www.scribbr.com/dissertation/literature-review/
o
Online Writing Lab (OWL) – Annotated bibliographies
http://owl.english.purdue.edu/owl/resource/614/01/
o
Samples of bibliographies
https://owl.purdue.edu/owl/general_writing/common_writing_assign
ments/annotated_bibliographies/annotated_bibliography_samples.ht
ml
Running head: PROPOSAL
1
PROPOSAL
2
1. The Problem
The specific area of focus is live streaming services. Specifically, the research problem
here is given the growing trend of live stream watching on social media during the COVID-19
time, how should advertisers support the live streaming services on YouTube? The pandemic has
greatly impacted consumer behavior. With a shift in consumer behavior, advertising also shifts
accordingly. If a majority of consumers flock to one direction, it will offer advertisers minimal
incentive to spend on media that have no traffic. As most of the world’s regions have been
subjected to various stay-at-home restriction, there has been a great plunge in cinema and out-ofhome advertising. Additionally, print advertising has also gone down. At the same time, the use
of in-home media has increased. Consumers are more inclined towards the use of social
platforms as well as streaming services. There are many different advertisement channels that
have been affected by the pandemic either negatively or positively (DiResta et al., 2020).
2. Why it is Important
According to BBC, adults spend nearly six and a half hours daily watching TV and online
videos. They also spend an average of one hour and eleven minutes on live video streaming
servives, which is double the value that was before the pandemic. There are currently 12 million
customers subscribed to video streamed services such as Netflix, Disney+, and Amazon Prime
(Rajan, 2020). Other research shows that nearly 56% of US households use video streaming
servives and technology services, 32% stream music, and 22% stream live TV (Martin, 2020).
On April 2020, Netflix announced that it experienced a rise in new subscribers to the platform,
and this was as a result of the stay-at-home impositions around the world. Quite specifically,
there was an increase of 10 million more subscribers, a figure that totals to 192 million
subscribers. This is such a massive increase that the company can optimize on (Kafka, 2020).
PROPOSAL
3
The shift of many consumers to live streaming platforms acts as an attraction to potential
advertisers. Streaming platforms like Netflix and Spotify serve as the online versions of TV and
radio, only that they are available on demand. In other words, the programming tends to be more
customizable which allows consumers to have a personalized experience based on what they
prefer to watch or listen to.
The nature of streaming services gives advertisers enough exposure. Rather than running
an advertisement on a show that a few times a week, they can run them on those that can be
streamed at any given time. As many consumers tend to keep watching certain shows or short
videos, these advertisers tend to gain massive exposure (Wagner, 2020).
3. General Approach
Company can use the huge explosion of streaming services such as Netflix or Youtube as
advertisement platforms. Those platforms provide big energy and opportunity for live streaming
and these platforms are deep connected with Advertising agency or Public Relations. This way,
they will be able to reach millions of people, thus increasing their influence, brand awareness,
affect public’s attitude or opinions and gain profit for the brand, product or client. Advertisers
should come up with new creative strategies to face the growth in online streaming services and
that is the challenge .
PROPOSAL
4
4. References
DiResta, A. E., Williford, K. T., Cohen, D. A., & Genn, B. A. (2020). The Impact of COVID-19
on
Your
Advertising
and
Marketing
Campaigns.
Holland
&
Knight.
https://www.hklaw.com/en/insights/publications/2020/04/the-impact-of-covid19-onyour-advertising-and-marketing-campaigns
Kafka,
P.
(2020,
July
16). The
pandemic
has
been
great
for
Netflix.
Vox.
https://www.vox.com/recode/2020/7/16/21327451/netflix-covid-earnings-subscribers-q2
Martin, C. (2020, April 9). Consumers Turn To Video Streaming, Buying More Tech During
Pandemic.
Www.Mediapost.Com.
https://www.mediapost.com/publications/article/349717/consumers-turn-to-videostreaming-buying-more-tec.html
Rajan, A. (2020, August 5). TV watching and streaming surge during lockdown. BBC News.
https://www.bbc.com/news/entertainment-arts-53637305
Wagner, N. (2020, March 20). Types of Advertising Opportunities for Popular Streaming
Services. Stevens & Tate Marketing.
https://stevens-tate.com/articles/types-of-advertisement-opportunities-for-popularstreaming-services/
Debra, A. W. (2020, June 2). US Social Media Usage: How the Coronavirus Is Changing
Consumer Behavior. eMarketer.
https://content-na1.emarketer.com/us-social-media-usage
Running head: ONLINE STREAMING SERVICES
Online Streaming Services on YouTube
1
ONLINE STREAMING SERVICES
2
Research Question
Given the growing trend of live stream watching on social media during the COVID-19
time, how should advertisers support live streaming services on YouTube?
Summary
Cayari, C. (2011). The YouTube Effect: How YouTube Has Provided New Ways to
Consume, Create, and Share Music. International Journal of Education & the
Arts, 12(6), n6.
In the research article, Cayari explores how YouTube has impacted music creation,
consumption, and sharing among musicians. The author notes that the available data
indicates that YouTube Live streaming has promoted people’s popularity through
interaction with others, promoting their content posted on the social platform. Based on the
author, YouTube has provided new ways people in modern society consume, create, and
share music and other content streamlined or recorded.
The author used the case study analysis as the research methodology. From the
investigation, the author noted that digital technology provides people with the means to
express themselves while empowering individuals to communicate their intended content.
The findings also indicate that social media platforms’ use to stream content increase the
ability to create personal popularity in the community, thereby becoming an essential
communication tool in modern society.
The study is imperative in addressing the research on the impact of Covid-19 on
online streaming services on social media as a critical tool for communication-based on the
finding of the case study analysis. The study by Cayari provides insight into why
ONLINE STREAMING SERVICES
3
advertisers should devise ways to support live streaming on YouTube, thereby augmenting
communication of their respective brands to society.
Cheng, X., Liu, J., & Dale, C. (2013). Understanding the characteristics of internet short
video sharing: A YouTube-based measurement study. IEEE transactions on
multimedia, 15(5), 1184-1194.
In the study by Cheng, Liu, and Dale, the authors noted that YouTube in the recent
past had become one of the most successful online websites that provide people with the
ability to share videos augmenting content communication. The combination of contentrich videos facilitated YouTube’s success as a tool for communication. People display their
content by sharing video and recently using the streamlining feature to enhance the realtime sharing of YouTube content. In the research, the authors noted that video networking
and sharing videos had recorded an explosion with numerous factors contributing to the
utilization of different features offered by the social platforms promoting disseminating
content and essential information such as educational materials.
The authors used systematic and in-depth measurements of varying characteristics
of YouTube videos. The methodology caused the creation of a YouTube crawler that
helped in collecting YouTube video information and utilized the collected meta-data in the
analysis and development of the research findings. The study’s results demonstrated that
YouTube, one of the commonly used tools in sharing video content, illustrates numerous
unique characteristics that promote distribution, growth patterns, and accessibility.
In this case, the findings inform the research on the impact of Covid-19 on online
streaming services on social media, whereby it is evident that there are numerous
ONLINE STREAMING SERVICES
4
characteristics that people could utilize to disseminate information, entertain and
communicate, mostly post COVID-19 crisis. Thus, respective advertisers could support
live streaming to create ads that can market and promote a selected brand following the
growth of YouTube usage in the recent past.
Tang, J. C., Venolia, G., & Inkpen, K. M. (2016, May). Meerkat and periscope: I stream, you
stream, apps stream for live streams. In Proceedings of the 2016 CHI Conference on
Human Factors in Computing Systems (pp. 4770-4780).
The study by Tang, Venolia, and Inkpen explores online live streaming video and
broadcast audio from mobile devices. In the recent past, the authors noted growing
popularity in a mobile live streaming application that has attracted people using the
application to communicate their content to the target audiences. The author indicates that
streaming has prompted increased social networking while enabling people to share diverse
content on social platforms. Based on the authors, YouTube provides a large-scale
information sharing service offering video and user feedback through comments and social
connection chances through the channel.
The authors used mixed methods to explore social engagement on the platform, the
live streaming content people view, and their goals like interaction with the viewers and
streamers. Based on the results, the streamers indicated that live streaming developed their
brand while diverse information promoted knowledge among users. Besides, the findings
depicted that online live streaming enabled the ability to reach the audience and
communicate the intended content to the community.
ONLINE STREAMING SERVICES
5
The research findings inform the research on the impact of Covid-19 on online
streaming services on social media. Therefore, advertisers need to support live streaming
on YouTube by using the channel to communicate content, more so promoting the salience
transfer of their main agenda onto the audience using the platform.
Svart, A. (2018). The Use of Live Streaming in Marketing (Doctoral dissertation, Bachelor’s
Thesis Programme International Business Administration, Tallinn: Tallinn
University of Technology).
Svart (2018) aims to find ways in which advertisers are using live streamlining in
their digital marketing and addresses the possibilities of using live streaming in the future.
The author indicates that social media platforms like YouTube have boosted the live
streamlining into the cloud, making digital marketing realization easier. The platforms have
enabled companies to connect with their customers, thereby creating and interactively
promoting their brand with their target market. Live streaming is perceived as a digital
marketing communication that has allowed organizations to interact with the audience
through digital channels like YouTube. According to Svart (2018), advertisers, such as
companies, are using live streaming to enhance their associations with customers, increase
their sales, and reach out to customers.
Svart (2018) argue that YouTube offers an alternative to streamlining services.
YouTube integrates direct broadcasting and customer interaction. YouTube live streaming
enables users to edit live broadcasts and allow advertisers to market their services and
products at personal interaction. In this case, the author uses interviews as the data
collection method to determine the reasons why advertisers use live streaming. From the
ONLINE STREAMING SERVICES
6
study, the author noted that live streaming offers a possibility to interact and communicate
with existing and new customers in the digital environment. Notably, with the increased
usage of YouTube for younger generations, Svart (2018) asserts that advertisers are using
YouTube to reach a wider market. The author concludes that YouTube live streaming is a
great tool for marketing branding and supporting a corporate brand.
The article will provide crucial information about live streaming and the benefits
gained by organizations. YouTube live streaming is one of the latest technologies used by
advertisers to reach a wider market segment. Therefore, the article will be vital in analyzing
ways in which live streamlining is being used for marketing and supporting corporate brand
and increasing sales. The concept of live streaming is vital in enabling advertisers to target
the audience and meet its marketing objectives.
Bründl, S., Matt, C., & Hess, T. (2017). Consumer use of social live streaming services: The
influence of co-experience and effectance on enjoyment. In Proceedings of the 25th
European Conference on Information Systems (ECIS), Guimarães, Portugal, June 510, 2017 (pp. 1775-1791). ISBN 978-989-207655 Research Papers.
Social live streaming is a new hedonic social media strategy used by advertisers to
broadcast and enable the audience to view the video as they happen. Resulting from social
live streaming success, Bründl, Matt, and Hess (2017) indicate that advertisers have
focused on social media platforms like YouTube to broadcast and market their services. It
is worth indicating that the active user base and the success of live streamlining depend on
advertisers’ ability to attract and sustain users. According to Bründl, Matt, and Hess (2017),
the advertisers support YouTube livestreaming live streaming creating a co-experience
ONLINE STREAMING SERVICES
7
with their target audience. In the process of adverts, the authors note that live streamlining
in YouTube exhibit a high level of interaction with the target audience, leading to more
audience and sales. Co-experience attracts users to respond to advertisers’ ads, thereby
creating an interactive platform.
The authors also argue that the effectance theory argues that people have a strong
urge to experience and influence their surroundings, satisfying and motivating them.
Therefore, the authors indicate that effectance is the influence the audience exerts on
advertisers’ ads. The YouTube live streaming allows users to interact, respond, and provide
feedback to the marketing content. Notably, the audience’s actions influence the content of
YouTube live streaming through their chats and comments.
The authors collected the data through online surveys to aim to understand the
participants’ attitudes towards YouTube live streaming. Bründl, Matt, and Hess (2017)
depended on partial least squares to analyze the data. From the study, the authors found out
that advertisers could use live streaming to create a co-experience with the target audience,
thereby leading to increased sales and brand marketing. Effective ads promoted audiences’
ability to chat, providing adequate information and feedback crucial in making effective
content. During this crisis, advertisers can apply the article’s findings to support YouTube
to support live streaming services. Due to the high rate of unemployment and COVID-19
directives, such as stay at home, advertisers can leverage this period to reach out to new
customers by designing content that can trigger affectionate and co-experience.
Theory/Concept can Inform Communication Strategy Development
ONLINE STREAMING SERVICES
8
Agenda setting theory is one of the communication theories that information the online live
streaming communication strategy development. Russell Neuman, Guggenheim, Mo Jang, and
Bae (2014) noted that the Agenda-Setting Theory supposes that mass media institutions should
examine what the general population contemplates as newsworthy. In this case, the theory
supposes that salience transfer refers to the media’s capability to transfer their main agenda onto
the audience. In developing a communication strategy for online live streaming, video advertisers
could use the theory to ensure that the disseminated information through the online streaming
match what the target population would consider as worthy and informative.
ONLINE STREAMING SERVICES
9
References
Bründl, S., Matt, C., & Hess, T. (2017). Consumer use of social live streaming services: The
influence of co-experience and effectance on enjoyment. In Proceedings of the 25th
European Conference on Information Systems (ECIS), Guimarães, Portugal, June 5-10,
2017
(pp.
1775-1791).
ISBN
978-989-207655
Research
Papers.
http://aisel.aisnet.org/ecis2017_rp/114
Cayari, C. (2011). The YouTube Effect: How YouTube Has Provided New Ways to Consume,
Create, and Share Music. International Journal of Education & the Arts, 12(6), n6.
Cheng, X., Liu, J., & Dale, C. (2013). Understanding the characteristics of internet short video
sharing: A YouTube-based measurement study. IEEE transactions on multimedia, 15(5),
1184-1194.
Russell Neuman, W., Guggenheim, L., Mo Jang, S., & Bae, S. Y. (2014). The dynamics of public
attention: Agenda-setting theory meets big data. Journal of Communication, 64(2), 193214.
Svart, A. (2018). The Use of Live Streaming in Marketing (Doctoral dissertation, Bachelor’s
Thesis Programme International Business Administration, Tallinn: Tallinn University of
Technology).
Tang, J. C., Venolia, G., & Inkpen, K. M. (2016, May). Meerkat and periscope: I stream, you
stream, apps stream for live streams. In Proceedings of the 2016 CHI Conference on
Human Factors in Computing Systems (pp. 4770-4780).
Abstract
The emergence of COVID-19 has prompted online streaming on social media
platforms such as Facebook and YouTube, among other social media. The imposed
measures to curb the spread of the highly contagious coronavirus increased live
streaming services to deliver the intended message to the consumers of the information.
Online streaming entails the simultaneous recording and broadcasting of a message in
real-time using varying video-on-demand, vlogs, and YouTube. Online live streaming
enhances the ability to disseminate information on-time, leading to audience growth
and improved interaction. For instance, a medical doctor could use the online streaming
service to promote awareness of how people could protect themselves from contracting
the coronavirus by demonstrating the proper way of putting on the mask, washing
hands, and sanitizing.
Problem Statement
The growing trend of live stream watching on social media during the COVID19 time have a marked a significant technological stride in communication, providing
a subtle avenue where people could deliver important messages and promote social
interaction with fans on the platforms. The COVID-19 measures such as lockdown and
curfew hours resulted in more people venturing in online streaming to display their
content and other activities, an aspect that promoted the growth of the online streaming
watching on social media during the crisis. Besides, with the advent of mobile
technology that contains the social platform and the affordability of the internet has led
to a majority of people globally engaging in online streaming and corresponding
watching of recorded and live material on various platforms. However, despite the
remarkable growth of online live streaming during the COVID-19 international crisis,
a significantly high number of advertisers are not using the platform to create aware of
their brand to the relevant audience, thereby requiring advertises to devise ways to
support live streaming services, especially on YouTube.
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