The effect of YouTube comment interaction on video engagement: focusing on interactivity centralization and creators' interactivity
ISSN: 1468-4527
Article publication date: 24 November 2022
Issue publication date: 13 October 2023
Abstract
Purpose
This study aims to reveal the effect of comment interactions on video engagement of users in video-sharing platforms.
Design/methodology/approach
The authors collected 87,232 comments on 647 videos of Korean beauty creators on YouTube and conducted a social network analysis and a hierarchical regression analysis.
Findings
The results present that the more evenly interactive participants write and receive replies in the comments section, the more users' video engagement increases. The more creators reply to user comments and the more reactions they present, the more video engagement increases. Additionally, the influence of the creator's interaction on user engagement increased as the number of commenting participants decreased.
Practical implications
This study has implications for platform operators regarding comment section design and proposes interaction strategies for content creators to induce users' video engagement.
Originality/value
Compared to previous studies, this study empirically verifies the influence of interactions on video-sharing platforms in detail by confirming the influence of user interaction structures and creator's participation in the interaction on video engagement.
Keywords
Acknowledgements
This work was supported by the Ministry of Education of the Republic of Korea, the National Research Foundation of Korea (NRF- 2019S1A3A2099973), and the MSIT (Ministry of Science and ICT) Korea, under the ITRC (Information Technology Research Center) support program (IITP-2020-0-01749) supervised by the IITP (Institute of Information and Communications Technology Planning and Evaluation).
Citation
Byun, U., Jang, M. and Baek, H. (2023), "The effect of YouTube comment interaction on video engagement: focusing on interactivity centralization and creators' interactivity", Online Information Review, Vol. 47 No. 6, pp. 1083-1097. https://doi.org/10.1108/OIR-04-2022-0217
Publisher
:Emerald Publishing Limited
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