Advertising, Promotion and Marketing Communications: EXPLORING THE ROLE OF STEPPS PRINCIPLES ON INCREASING VIEWS FOR PRODUCT PROMOTION MESSAGES SHARED BY SMALL BUSINESSES ON YOUTUBE.

The article offers information on the impact of STEPPS (Social Currency, Triggers, Emotion, Public, Practical Value and Stories) principles on the viewership of small business promotional videos on YouTube. Topics discussed include the limited use of STEPPS principles in small business videos; the correlation between incorporating these principles and higher view counts; and the frequent use of "emotion" and "practical value" as key elements in successful videos.