A Study on the Analysis and Utilization of Corporate Youtube Channels of Credit Card Companies from the Perspective of Experiential Marketing

Woo Sungmi; Chang Dong Ryun

doi:10.25111/jcd.2020.73.04

As the period of the pandemic-induced social distancing is being prolonged, the ‘untact’ type of services are becoming increasingly popular, and corporations are required to provide customer experiences via non-face-to-face channels with mid- to long-term strategies. Given that it will be pivotal to provide consumers with total customer experiences on YouTube, and considering the product offered itself is intangible, card companies have been selected as research samples, for which customer experience through proprietary brands is deemed most important. The scope of analysis of the research is limited to newly YouTube content produced from March, when social distancing was initiated, to August, and the analysis was mainly focused on evaluating the degree to which each sample’s Youtube content reflects the four elements of Pine & Gilmore's Experience Economy theory. From examining the degree of reflection of experiential marketing elements and the volume of active participation derived from current subscribers’ comments, KB Kookmin Card was outstanding with its participation rate, providing content that led to subscriber participation and interaction, in which the 4Es of the theory were reflected both commonly and profoundly. Thus, it was found that it operates a space for total experience. From this study, the researcher aims to produce a certain guideline which diversifies the range of experiential factors instigating total customer experiences relating directly to brand experiences for clients, and which intensifies this process when corporations create Youtube content.

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