Building Brand Authority Through Educational Content Marketing: Engagement Strategies in Short-Form YouTube Videos

Hajeer dr. Ahmad (2025) Building Brand Authority Through Educational Content Marketing: Engagement Strategies in Short-Form YouTube Videos. Külkereskedelmi Kar.

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Absztrakt (kivonat)

Abstract This thesis explores the role of content marketing in establishing brand authority through educational content, especially short-form video engagement on YouTube. Brands are increasingly relying on educational content to position themselves as industry leaders. This research examines the impact of short-form educational videos on consumer engagement and brand perception, highlighting the effectiveness of content marketing in digital spaces. An experimental research approach (repeated measures) was employed to analyze both quantitative engagement metrics and qualitative audience perceptions. The study gathered data from a sample of YouTube channels that employ educational short-form videos as part of their content marketing strategy. After that, 131 participants (all university students) in the study were exposed to these videos in a controlled environment (classroom) and then asked to fill an e-form after each video. Cognitive, emotional and behavioral metrics were employed to assess audience engagement. Additionally, qualitative insights were drawn from audience feedback and brand credibility indicators to evaluate how educational content influences brand authority. The findings show that viewers respond positively to content that provides value. This demonstrates a preference for informative, concise, and visually engaging videos. The study also provides recommendations for optimizing short-form video for brands that aim to enhance their authority. This research is expected to contribute to the body of literature on digital marketing by offering practical insights for marketers and content creators. Future research could explore the long-term impact of short-form educational videos on consumer behavior and brand loyalty across different platforms beyond YouTube.

Intézmény

Budapesti Gazdasági Egyetem

Kar

Külkereskedelmi Kar

Tanszék

Marketing Tanszék

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Marketing

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	Brand authority, content marketing, engagement, Short videos, youtube
SWORD Depositor:	User Archive
Felhasználói azonosító szám (ID):	User Archive
Rekord készítés dátuma:	2025. Okt. 27. 14:19
Utolsó módosítás:	2025. Okt. 27. 14:19

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