Non profit communication effectiveness in the YouTube videos

  • Isidoro Arroyo Almaraz Universidad Rey Juan Carlos. Madrid
  • Miguel Baños González Universidad Rey Juan Carlos. Madrid
Keywords: Third sector, predictive content analysis, social advertising, advertising effectiveness, social Networks.

Abstract

The social networks are used to communicate social change goals. Our aim is to reflect on the value provided by the video contents shared in YouTube by non-profit sector organizations to predict their viral effectiveness. Based on the predictive content analysis model a profiled sample of the most representative messages shared has been defined to measure the potential effectiveness of each of them according to the results of analyzing the reception. The combination of the results of both analyses allows identifying some factors that shall be considered indicators of the virality effectiveness.

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Published
2014-01-15
How to Cite
Arroyo Almaraz I. y Baños González M. (2014). Non profit communication effectiveness in the YouTube videos. Historia y Comunicación Social, 18, 615-626. https://doi.org/10.5209/rev_HICS.2013.v18.43993