The impact of internet media on video marketing in Serbia
DOI:
https://doi.org/10.46793/ICEMIT23.035BKeywords:
digital marketing, online video marketing, video platforms, social networks, new video trendsAbstract
The aim of the conducted study was to determine Serbian consumers' preferences related to the consumption of video-based content. The study was carried out through the execution of exploratory research relying on a survey. The quantitative analysis of the responses and the subsequent assessment of descriptive statistic measures showed that the hypothesis (video marketing efforts should be geared towards the digital realm due to the increasing consumption of brand and user-generated online video content) should be accepted since the respondents unquestionably prefer to consume video content in the digital environment. The research also provided valuable findings regarding the respondents' predilections for specific video platforms, formats, and trends. The overall findings of the study have significant potential for practical application while at the same time, they contribute to the deepening of academic knowledge in the areas of video marketing and digital marketing.
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