{"title":"社交网站与竞争:YouTube的故事，2005-2015","authors":"Md Tarique Newaz","doi":"10.1108/jhrm-07-2022-0020","DOIUrl":null,"url":null,"abstract":"Purpose The purpose of this study is to document and analyze the success story of YouTube as a social network site in a competitive market, offering important academic and managerial implications. Design/methodology/approach Historical methods were used for investigation. This study applies the Resource-Advantage theory to identify key events in the history of YouTube from archival documents and evaluates and synthesizes the evidence to recount the channel’s evolution. Findings YouTube faced challenges from competitors across various industries since its launch. It has used its global user base and technological skills to develop innovative market offerings for users, contributors and marketers. YouTube built long-term relationships with stakeholders, continuously adapted to external changes and initiated internal alignments to compete in multiple industries. Over time, despite several changes in the competitive landscape, YouTube has grown into a successful media firm, competing across traditional broadcasting, gaming, live TV streaming and SNS industries. It is an exciting tale in the history of social networking. Originality/value This study significantly contributes to the marketing history of social network sites and platform-specific scholarship by applying the Resource-Advantage theory to document the evolution of YouTube.","PeriodicalId":44447,"journal":{"name":"Journal of Historical Research in Marketing","volume":null,"pages":null},"PeriodicalIF":0.5000,"publicationDate":"2023-09-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Social network sites and competition: a tale of YouTube, 2005–2015\",\"authors\":\"Md Tarique Newaz\",\"doi\":\"10.1108/jhrm-07-2022-0020\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"Purpose The purpose of this study is to document and analyze the success story of YouTube as a social network site in a competitive market, offering important academic and managerial implications. Design/methodology/approach Historical methods were used for investigation. This study applies the Resource-Advantage theory to identify key events in the history of YouTube from archival documents and evaluates and synthesizes the evidence to recount the channel’s evolution. Findings YouTube faced challenges from competitors across various industries since its launch. It has used its global user base and technological skills to develop innovative market offerings for users, contributors and marketers. YouTube built long-term relationships with stakeholders, continuously adapted to external changes and initiated internal alignments to compete in multiple industries. Over time, despite several changes in the competitive landscape, YouTube has grown into a successful media firm, competing across traditional broadcasting, gaming, live TV streaming and SNS industries. It is an exciting tale in the history of social networking. Originality/value This study significantly contributes to the marketing history of social network sites and platform-specific scholarship by applying the Resource-Advantage theory to document the evolution of YouTube.\",\"PeriodicalId\":44447,\"journal\":{\"name\":\"Journal of Historical Research in Marketing\",\"volume\":null,\"pages\":null},\"PeriodicalIF\":0.5000,\"publicationDate\":\"2023-09-20\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Journal of Historical Research in Marketing\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.1108/jhrm-07-2022-0020\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q4\",\"JCRName\":\"BUSINESS\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Historical Research in Marketing","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1108/jhrm-07-2022-0020","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q4","JCRName":"BUSINESS","Score":null,"Total":0}
Social network sites and competition: a tale of YouTube, 2005–2015
Purpose The purpose of this study is to document and analyze the success story of YouTube as a social network site in a competitive market, offering important academic and managerial implications. Design/methodology/approach Historical methods were used for investigation. This study applies the Resource-Advantage theory to identify key events in the history of YouTube from archival documents and evaluates and synthesizes the evidence to recount the channel’s evolution. Findings YouTube faced challenges from competitors across various industries since its launch. It has used its global user base and technological skills to develop innovative market offerings for users, contributors and marketers. YouTube built long-term relationships with stakeholders, continuously adapted to external changes and initiated internal alignments to compete in multiple industries. Over time, despite several changes in the competitive landscape, YouTube has grown into a successful media firm, competing across traditional broadcasting, gaming, live TV streaming and SNS industries. It is an exciting tale in the history of social networking. Originality/value This study significantly contributes to the marketing history of social network sites and platform-specific scholarship by applying the Resource-Advantage theory to document the evolution of YouTube.
期刊介绍：
Launched in 2009, Journal of Historical Research in Marketing is the only quarterly, peer-reviewed journal publishing high quality, original, academic research that focuses entirely on marketing history and the history of marketing thought. Pedagogical and historiographical / methodological essays are also welcome as long as they are grounded in a marketing and historical context. The essence of an historical perspective is a thorough, systematic, critical awareness of the changes (or continuity) in events over time and of the context in which change or continuity occurs. In addition to regular full length research articles, the Journal occasionally features material under the following sections. Explorations & Insights includes invited commentaries about marketing history and the history of marketing thought. These tend to be shorter (three to six thousand words) than the full articles that run in each issue. Sources of Historical Research in Marketing includes short essays introducing unexplored and novel archives and other primary historical resources, their contents and relevance to marketing history. Archivists or library professionals who believe their collections might be of interest to marketing historians are invited to submit essays to contribute to this section. JHRM also invites historical review essays that focus on historically important marketing books under the section Forgotten Classics. Examples of these historical reviews can be found in past issues of the Journal and those suggest an approach for potential submissions. Authors are advised to check with the editor about the suitability of a book title before submitting a Forgotten Classics review for consideration.
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