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1 – 10 of over 9000Xiabing Zheng, Xiao Shi and Feng Yang
This study aims at exploring users' motives to form attachments within the social Q&A community context and identifying the differences between active users and lurkers when…
Abstract
Purpose
This study aims at exploring users' motives to form attachments within the social Q&A community context and identifying the differences between active users and lurkers when building emotional attachments. By utilizing the media system dependency (MSD) theory, this study investigates into the driving factors of dependency relations (understanding, orientation and play) to user attachments (i.e. attachment to the social Q&A community, attachment to content creators).
Design/methodology/approach
The research model is empirically validated by an online questionnaire among users of a social Q&A community. Deriving from the actual behavioral data, the authors divide 262 valid responses into 157 active users and 105 lurkers according to whether they post or not. The partial least squares (PLS) method is exploited to analyze the relationships in the model. In addition, the PLS-based multi-group analysis is conducted for comparing active users and lurkers.
Findings
The empirical results confirm that dependency relations (understanding, orientation and play) significantly influence user attachments. Multi-group analysis suggests that the effect of understanding dependency relations on attachment to content creators is stronger for active users than for lurkers. However, the effect of orientation dependency relations on user attachment is significant for lurkers but not significant for active users.
Originality/value
This study enriches the knowledge of the MSD theory by extending it to the social Q&A community setting. Based on the MSD theory, the relationships between three sides of dependency relations and two types of user attachments are hypothesized in the research model. Besides, the impact of user heterogeneity in building user emotional attachment still lacks consideration. This study is one of the first in the field of comparison studies to compare active users and lurkers in such context, providing a novel contribution in understanding the motivations and emotional responses of different users.
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Keni Keni, Nicholas Wilson and Ai Ping Teoh
This study aims to determine the impact of attitude toward content creators, subjective norm and perceived content quality in affecting people’s intention and behavior to watch…
Abstract
Purpose
This study aims to determine the impact of attitude toward content creators, subjective norm and perceived content quality in affecting people’s intention and behavior to watch videos posted on YouTube in Indonesia.
Design/methodology/approach
Using questionnaire, data from the total of 112 individuals living in Indonesia were gathered in this study, and these respondents are individuals who have been watching YouTube contents at least 3 h a day for the past eight months. Moreover, all of these data were processed and analyzed using PLS method to determine the impact given by one variable toward the other.
Findings
Based on the results of the analysis, the authors concluded that both factors, namely, content credibility and perceived content quality, play significant and positive roles in determining people’s intention to watch – and ultimately behavior to watch – contents or videos published on YouTube, with the former turned out to be the stronger predictor.
Originality/value
The current study attempts to modify and merge both the concept of theory of reasoned action and product quality theory to explain Indonesians’ behavior toward watching contents published on YouTube, and to the best of the authors’ knowledge, this type of studies is still in rarity.
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Edward H. Bart IV, Arlinda Boland, Summer Shelton and Teri Del Rosso
Weifeng Li, Minghui Jiang and Wentao Zhan
The purpose of the paper is to construct a model that considers video purchase and then identifies the logical relationships implied by the parameters to explore video platform…
Abstract
Purpose
The purpose of the paper is to construct a model that considers video purchase and then identifies the logical relationships implied by the parameters to explore video platform operation mechanisms.
Design/methodology/approach
The authors analyzed the video platform system using a mathematical modeling approach and numerical optimization techniques. Through pricing decisions, the authors obtained equilibrium results for the profitability of the video platforms and analyzed the favorable market factors. The authors then extended the model by analyzing the competitive strategies of the two video platforms in the market.
Findings
The authors find that advertiser profitability, ad nuisance, video sensitivity and video creator network effects are important factors influencing the pricing strategy of video platforms. During positive market conditions, video platforms tend to lower their prices until they absorb enough users. As market conditions change, the price adjustment strategies of video platforms are affected by parameter changes and inter-parameter relationships.
Originality/value
The study considers the network effects of video creators, which provides a realistic reference for scholars and managers. In addition, the authors consider the bargaining power of platforms when purchasing content. The authors provide a fresh perspective for scholars while filling a gap in the field as video platforms can acquire a portion of the content on the market by setting a purchase price.
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Seoyoun Lee, Younghoon Chang, One-Ki Daniel Lee, Sunghan Ryu and Qiuju Yin
This study explores the key platform affordances that online social platform providers need to offer digital creators to strengthen the creator ecosystem, one of the leading…
Abstract
Purpose
This study explores the key platform affordances that online social platform providers need to offer digital creators to strengthen the creator ecosystem, one of the leading accelerators for platform growth. Specifically, it aims to investigate how these affordances make the dynamic combinations for high platform quality across diverse platform types and demographic characteristics of digital creators.
Design/methodology/approach
This study adopts a multi-method approach. Drawing upon the affordance theory, Study 1 aims to identify the key affordances of online social platforms based on relevant literature and the qualitative interview data collected from 22 digital creators, thereby constructing a conceptual framework of key platform affordances for digital creators. Building on the findings of Study 1, Study 2 explores the dynamic combinations of these platform affordances that contribute to platform quality using a configurational approach. Data from online surveys of 185 digital creators were analyzed using fuzzy set qualitative comparative analysis (fsQCA).
Findings
The results of Study 1 identified key online social platform affordances for digital creators, including Storytelling, Socialization, Design, Development, Promotion, and Protection affordance. Study 2 showed that the combinations of these platform affordances for digital creators are diverse according to the types of platforms, creators’ gender, and their professionality.
Research limitations/implications
Like many studies, this research also has several limitations. One limitation of the research is the potential constraint of the extent of how well the data samples represent the group of creators who are actively producing digital content. Despite the addition of screening questions and meticulous data filtering, it is possible that we did not secure sufficient data from creators who are actively engaged in creative activities. In future research, it is worth contemplating the acquisition of data from actual groups of creators, such as creator communities. Future researchers anticipate obtaining more in-depth and accurate data by directly involving and collaborating with creators.
Practical implications
This study highlights the need for online social platforms to enhance features for storytelling, socializing, design, development, promotion, and protection, fostering a robust digital creator ecosystem. It emphasizes clear communication of these affordances, ensuring creators can effectively utilize them. Importantly, platforms should adapt these features to accommodate diverse creator profiles, considering differences in gender and expertise levels, especially in emerging spaces like the Metaverse. This approach ensures an equitable and enriching experience for all users and creators, underlining the importance of dynamic interaction and inclusivity in platform development and creator support strategies.
Social implications
This study underscores the social implications of evolving digital creator ecosystems on online platforms. Identifying six key affordances essential for digital creators highlights the need for platforms to enhance storytelling, socializing, design, development, promotion, and product protection. Crucially, it emphasizes inclusivity, urging platforms to consider diverse creator profiles, including gender and expertise differences, particularly in transitioning from traditional social media to the Metaverse. This approach nurtures a more robust creator ecosystem and fosters an equitable and enriching experience for all users. It signals a shift towards more dynamic, adaptive online environments catering to diverse creators and audiences.
Originality/value
For academics, this study builds the conceptual framework of online social platform affordances for digital creators. Using the configurational approach, this study identified various interdependent relationships among the affordances, which are nuanced by specific contexts, and suggested novel insights for future studies. For practices, the findings specified by creators and platform types are expected to guide platform providers in developing strategies to support digital creators and contribute to platform growth.
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Unji Byun, Moonkyoung Jang and Hyunmi Baek
This study aims to reveal the effect of comment interactions on video engagement of users in video-sharing platforms.
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.
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Changyu Wang, Jin Yan, Lijing Huang and Ningyue Cao
Drawing on information foraging theory and the SERVQUAL model, this study built a research model to investigate the roles of middle-aged and elderly short-video creators' online…
Abstract
Purpose
Drawing on information foraging theory and the SERVQUAL model, this study built a research model to investigate the roles of middle-aged and elderly short-video creators' online attributes in attracting short-video viewers to be their followers.
Design/methodology/approach
Taking Douyin (a famous short-video platform in China) as an example, this study used a sequential triangulation mixed-methods approach (quantitative → qualitative) to examine the proposed model by investigating both creators and viewers.
Findings
Viewers who clicked the “like” button for the middle-aged and elderly creators' videos are more likely to follow the creators. Viewers will believe that middle-aged and elderly creators who received more likes are more popular. Thus, middle-aged and elderly creators with more likes usually have more followers. Viewers usually believe that middle-aged and elderly creators who more frequently publish professional and high-quality videos have invested more effort and who have official verification also have a high level of authority and are recognized by the platform. Thus, middle-aged and elderly creators with more professional videos and verification usually have more followers. Moreover, verification, the number of videos and the professionalism of videos can enhance the transformation of viewers who liked middle-aged and elderly creators' videos into their followers, and thus strengthen the positive relationship between the number of likes and the number of followers; however, the number of bio words will have an opposite effect.
Practical implications
These findings have implications for platform managers, middle-aged and elderly creators and the brands aiming to develop a “silver economy” by attracting more followers.
Originality/value
This study researches short-video platforms by using a mixed-methods approach to develop an understanding of viewers' decision-making when following middle-aged and elderly creators based on information foraging theory and the SERVQUAL model from the perspectives of both short-video creators and viewers.
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LeftTube – a loosely connected community of left-leaning content creators on YouTube – includes a subsection of video essayists that conduct scholarly work seemingly adjacent to…
Abstract
Purpose
LeftTube – a loosely connected community of left-leaning content creators on YouTube – includes a subsection of video essayists that conduct scholarly work seemingly adjacent to critical research. Exploring this digital community of critical scholars may precipate opportunities for collaboration and reciprocal learning to better academic qualitative research approaches. Therefore, the purpose of this exploratory study is to (1) examine if and how this digital community engages in critical scholarship, and (2) initiate a call for academic qualitative scholars to watch this digital space as a potential source of collaboration, an opportunity for co-learning and consideration for inclusion in the qualitative “big tent”.
Design/methodology/approach
Using an algorithm-based sampling procedure, 143 videos were sampled across 23 Black women content creators. Videos were analyzed for characteristics of critical research using multimodal-ethnographic semiotic analysis.
Findings
Findings suggest that 11 strategies of critical scholarship were used with themes of knowledge production and ethical framework. Such results indicate that this subsection of LeftTube video essayists are conducting critical scholarship.
Originality/value
The most significant implication is the expansion of the qualitative “big tent” to include international social media content creators who conduct social science research. This would have many benefits to academic qualitative researchers, including learning how the studied community (1) makes critical scholarship impactful and influential in civil discourse, (2) mobilizes critical language, and (3) resists neoliberal and capitalist systems attempting to marginalize critical research.
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Jinlin Wan, Yaobin Lu and Sumeet Gupta
Dashang refers to a reward given voluntarily to street performers in return for their performance. Some social media platforms have created a way to integrate this as a function…
Abstract
Purpose
Dashang refers to a reward given voluntarily to street performers in return for their performance. Some social media platforms have created a way to integrate this as a function, referred to as the dashang feature, to allow users to reward live performers online as well. Over the last few years, this function has become extremely popular among social media users, as it recreates the nostalgic experience of watching street performances. Platforms now consider it indispensable, as it has become a source of substantial revenue (commission on rewards earned by performers). However, not all users reward performers. For each user who pays, there are many more who lurk on the platform. This study examines the reasons for these differences using the Big Five personality perspective and justice theory.
Design/methodology/approach
We develop an empirical model using the Big Five theory and justice theory and test it using empirical data collected through a survey of WeChat users.
Findings
The results indicate that distributive justice, interpersonal justice and informational justice are essential factors in relation to social media users' use of the dashang feature. It is also found that personality type affects these three factors.
Originality/value
This study makes three key contributions. First, it examines the factors that influence users' voluntary use of the dashang feature using the lenses of the Big Five theory and justice theory. Second, this study extends previous results on perceived justice to examine use of the dashang feature in social media. Third, this study applies these theories to the study of consumer behavior by exploring the role of user characteristics in social media use.
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