Video-based content analysis in marketing

Seminar (14266.0003)

Instructor: Robert Münster
Date, time, room: see Klips

Content

The objective of this seminar is to initiate the practical experience of literature analysis and synthesis for marketing bachelor students. Towards this end, we focus on the subject of video-based content analysis in marketing. Video-based content is becoming a major focus in marketing: consumers watch advertisings via TikTok or Instagram reels and create own video-based content such as personal recommendations and product reviews via social media platforms. In sales, agents started to conduct livestreams for product presentations and sales pitches and video-services have become more common in many firms. The main advantage for marketers and practitioners is that video-based content can hold viewer’s attention longer compared to static posts such as pictures or short elements of text. Researchers already started to analyze video-based content to untangle how this kind of content should by optimally designed and seek to answer several important questions: e.g., what kind of content is distributed via video formats? How do customers perceive video-based content? Which emotions can be transmitted by, e.g., sales or service employees in video-based content? What are success drivers of video-based content that leads more positive product evaluations? 

IMPORTANT: Please note that participants admitted to the Bachelor seminar must register for the exam in Klips by September 25, 2023 (23:59 hrs) already! Failure or delay in exam registration will result in exclusion from the course. The syllabus and the course topics can be found here: https://klips2.uni-koeln.de/co/pl/ui/$ctx;design=pl;header=max;lang=de/wbLv.wbShowLVDetail?pStpSpNr=442716. Before you register for the course, please ensure that you will be able to attend all sessions! Attendance is compulsory for all participants. Failure to attend will result in exclusion from the course and a corresponding number of malus points!'