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Many video sharing sites (e.g. YouTube, Vimeo, and Break) host user-generated video content in the hopes of attracting viewers and thus profits. Therefore, continuous use and video sharing behavior on the part of site users is critical to the continue enjoyment of other users and to the video service providers business. The purpose of this paper is to provide an improved understanding of what motivates internet users to share videos and spend more time on video sharing web sites.

The authors propose a research model based on Uses and Gratification Theory and on Social Cognitive Theory, incorporating key determinants of web site stickiness. An online survey instrument was developed to gather data, and 265 questionnaires were used to test the relationships in the model.

The causal model was validated using SmartPLS 2.0, and 14 out of 18 study hypotheses were supported. The results indicated that continuance motivation and sharing behavior were important antecedents of YouTube stickiness and mediated the influence of need, personal, and environmental factors.

The proposed framework can be used by online video service providers to develop a platform that satisfies user needs and to enhance sharing intention.

The study provides a comprehensive framework of the antecedents and effects of continuance motivation and sharing behavior on video sharing web sites.

The purpose of this paper is to examine whether the sharing of movie trailers on video-sharing social media has an impact on box-office revenue.

From December 2013 to November 2014, view statistics were collected for movie trailers from YouTube and matched with the box-office revenue of the relevant movies from Box Office Mojo. Based on the 72 sample movies, a panel simultaneous equation model was applied.

The results show that sharing of a movie trailer has a positive impact on the box-office revenue of the movie, and this effect is greater in the early stage of a movie release than in the later stage.

This study analyzes, from electronic word-of-mouth (eWOM) and social influence perspectives, the effects of video-sharing activities on social media and their impact on sales with an example that is representative of entertainment goods or movie trailers.

This study reveals that promotion through video-sharing social media websites can serve as an essential marketing tool for entertainment goods such as movies, while the sharing of a movie trailer has a positive influence on the box-office revenue of the movie.

Focusing on the sharing features of video-sharing social media websites, this study contributes to enhancing our understanding of the predictive power of consumers’ video-sharing and expanding current research on eWOM and social influence.

The purpose of this paper is to present a study about a successful, award-winning online video marketing project at an academic library in China, hoping to shed light on how to most effectively employ social media in libraries' marketing campaigns.

The study examined the different aspects of the library's online video marketing project, including project preparation, video production, distribution and promotion, and evaluation of students' perception of this project via survey questionnaires. Factors that contributed to its success were also analyzed.

Four factors that contributed to the success of the library's video marketing project were identified: base video content on the real campus life, reflecting what students experience in their everyday activities; convey content in a humorous, light-hearted, and refreshing style; employ social media to share content and engage the target audience; and partner with students.

The paper helps interested librarians develop a more grounded understanding of how video sharing sites can be effectively and efficiently used as a marketing platform and how to successfully create their own video marketing campaigns.

One significant weakness in library marketing literature is the lack of empirical studies analyzing the details of creating an online video marketing campaign. This paper helps fill that void, and contributes to the growth of the knowledge about library marketing using innovative technologies.

Although Google had a stellar performance in Web search, many of its other services, such as Google Video, were less successful. This case describes how YouTube came to dominate the video market for user-generated content (UGC), while Google Video tried various entry strategies and ultimately failed, ending with the acquisition of YouTube. It also reviews the various competitors in the UGC market, chronicles the entry of established and new players in the area of professionally generated content (PGC), and outlines the key challenges related to monetizing the acquisition of YouTube for Google.

The case discusses when and how to enter winner-take-all markets characterized by very strong network externalities. It focuses on the strategies of new entrants vs. those of incumbents in adjacent industries that seek to leverage their resources and skills. Further, it sheds light on how new industries are created, how convergence is changing competitive forces, how important it is to be a first or late mover in new markets, and how successful entrants may struggle to achieve profitability.

The purpose of this paper is, based on leisure constraints and means-end theories, to identify the e-leisure constraints of using the video-sharing websites/apps; demonstrate how means-end theory can be used to reveal the differences between high- and low-leisure constraints in an e-leisure environment; and provide designers and marketers with valuable insights for developing e-leisure products and e-marketing strategies.

Both qualitative and quantitative approaches are employed to collect data. By eliminating three participants whose age range did not meet our criterion (15 to 24 years old), 57 one-on-one in-depth interviews were then content analyzed to design the survey questionnaire. A total of 514 valid samples were collected for hierarchical value map (HVM) construction.

By comparing the full HVM vs the e-leisure constraints HVM, the analytical results indicate that the importance of attributes, consequences and values for the young people using video-sharing websites/apps is quite different. “Unable to resume the video after leaving the screen,” “creating playlist,” “providing movies” and “location restrictions” are extremely important features that influence the willingness of such users with high e-leisure constraints to participate in e-leisure activities. By understanding the differences between these two HVMs, it is possible to provide marketers or designers with valuable insights for website/app design and marketing strategies.

This study only focused on young people’s perceptions of video-sharing websites/apps, so the findings are limited to those aged between 15 and 24 years old. Since managers today are challenged to design effective strategies that can meet target users’ demands across different ages with different economic, social and sub-cultural groups, future research may consider gathering a wider age range of respondents in order to obtain more robust results.

This is the first paper integrating leisure constraints theory and means-end theory to understand young people’s cognitive structure of using video-sharing websites/apps, especially when they encounter e-leisure constraints.

The purpose of this paper is to analyse how individual creativity of internet users is expressed in the production of online music videos and how the creative dynamic among amateur internet video producers can be characterized.

The researchers became readers and authors in the aim of providing the academic community with a scholarly narrative of creative YouTube video production. To develop their narrative, they explored the narrative woods that have grown up on the other side of the monitor screen in the form of videos inspired by one song.

The collective creative force is shown not to be expressed merely through the semantic and non‐semantic montages that make internet users into postmodern tinkerers, but also through such mechanisms as imitation, diversification and ornamentation. This force and these mechanisms give rise to chains that link and connect individual minds, imaginations, interests, enthusiasms, talents, abilities and skills.

As part of a relationship, or even a “conversation” to be initiated, sustained, and maintained on behalf of an industry organization, or brand with its consumers, the authors believe that the way to deal with digital participatory culture and the creative force manifested in innovation communities is to capitalize on these creative chains as judiciously as possible.

The authors suggest that this process should be part of a high‐impact interactive marketing strategy likely to promote (self‐) enchantment and foster loyalty among community members through (self‐) enchantment, particularly via the coproduction of a story, with community members creating the scripts.

The purpose of this study/paper is to propose a mathematical model that is able to predict the future popularity based on the view count of a particular YouTube video. Since the emergence of video-sharing sites from early 2005, YouTube has been pioneering in its performance and holds the largest share of internet traffic. YouTube plays a significant role in popularizing information on social network. For all social media sites, viewership is an important and vital component to measure diffusion on a video-sharing site, which is defined in terms of the number of view counts. In the era of social media marketing, companies demand an efficient system that can predict the popularity of video in advance. Diffusion prediction of video can help marketing firms and brand companies to inflate traffic and help the firms in generating revenue.

In the present work, viewership is studied as an important diffusion-affecting parameter pertaining to YouTube videos. Primarily, a mathematical diffusion model is proposed to predict YouTube video diffusion based on the varying situations of viewership. The proposal segregates the total number of viewers into two classes – neoterics viewers, i.e. viewers those viewing a video on a direct basis, and followers, i.e. viewers those watching under the influence.

The approach is supplemented with numerical illustration done on the real YouTube data set. Results prove that the proposed approach contributes significantly to predict viewership of video. The proposed model brings predicted viewership and its classification highly close to the true value.

Thereby, a behavioral rationale for the modeling and quantification is offered in terms of the two varied and yet connected classes of viewers – “neoterics” and “followers.”

The blogging phenomenon has become a primary mode of mainstream communication for the Web 2.0 era. While previous studies found that campaign web sites did not realise two‐way communication ideals, the current study aims to investigate potential differences in communication patterns between campaign blogs and web sites during Taiwan's 2008 general election, with the aim of exploring whether the blogging phenomenon can improve the process of online political communication.

The study used a content analysis approach, the web style analysis method, which was designed specifically for analysing web content, and applied it to an online campaign context in a different political culture, using Taiwan's general election as a case study.

Results indicated that the themes of both campaign blogs and web sites focused on “attacking opponents” rather than focusing on political policies or information on particular issues. However, campaign blogs and web sites significantly differed in all other dimensions, including structural features, functions, interactivity and appeal strategies. Overall, in terms of the online democratic ideal, campaign blogs appeared to allow more democratic, broader, deeper and easier two‐way communication models between candidates and voters or among voters.

The current study focused on candidates' blogs and web sites and did not explore the other vast parts of the online political sphere, particularly independent or citizen‐based blogs, which play significant roles in the decentralised and participant‐networked public spheres.

The study illuminates the role of hyperlinks on campaign blogs. By providing a greater abundance of external links than campaign web sites, campaign blogs allowed more voters, especially younger ones, to share political information in a manner that is quite different from the traditional one‐way communication model. The paper also argues that interactivity measures should be incorporated into the web style analysis method.

The purpose of this paper is to examine visitors’ perceptions and relevant importance of social media when choosing a Mediterranean destination and also to explore the extent in which they believe it is important for them to belong to an online community with shared characteristics among its members.

A stratified, based on nationality and gender, sample of 301 respondents of foreign arrivals of visitors in the Athens airport, Greece was collected in June and July 2014 based on the official Athens Airport Authorities Arrival Research. This is a partially exploratory research.

Differences between age groups as far as the importance attributed to social media as sources of information about a tourism destination were found. The respondents, when using the internet for gathering information about a tourism Mediterranean destination, consider different online channels. Facebook is among the most important sources of information for them associated with the tourism destinations. Official web sites/blogs of the destination are the first source and photo sharing sites are the second most preferred source; sharing aesthetics of photos was found to contribute to the feeling of belonging to an on line travel community.

Further research will contribute to the development of greater understanding of the strategic approaches to social media and their use to promote a destination. Greek diaspora would be interesting to examine and geographical differences among groups.

The paper denotes the importance for destination management organizations and companies, to fully employ the social media in their marketing efforts.

The present study increases our understanding of the adoption of online and traditional communications in the visitor’s process for Athens, Greece, shedding light to the literature existing on the significance attributed to the online travel community belonging from visitors through sharing aesthetics of photos and associations of ideas based on age differences.

In the postmodern consumer society, factors such as sustainability, responsible behaviour and digital environment have direct consequences on rethinking sustainable tourism promotion through 2.0 communication policy embedded within a specific cultural context. The aim of this research is to analyse and discuss the application of 2.0 systems thinking (ST) in three countries (France, UK and Serbia) to promote sustainable tourism thinking.

Online tourism ads available on YouTube, Vimeo, and Dailymotion, related to the cultural contexts of the UK, France and Serbia, have been analysed through a qualitative approach based on the use of visual methods. Furthermore, sustainable tourism dimensions and discourses have been identified in each context by applying intra- and intertextual analysis.

The results show that the use of 2.0 ST to promote sustainable tourism should take into account environmental and socio-cultural issues in each cultural context. These findings show that both the UK and France promote sustainable tourism logic through applying a 2.0 ST. This is not the case with Serbia where online sustainable tourism videos are underrepresented and the online content is different from the one in the UK and France.

This research might help tourism researchers and professionals to understand cultural differences when promoting sustainable tourism through a 2.0 communication and online videos. The results show that tourism system has to be considered as a complex and a dynamic framework where intense interlinking of social media with political, cultural, promotional, and organizational aspects of tourism systems in different countries is present.

The proposed framework in this study represents a tool that will enable tourism professionals to improve their sustainable tourism communication, especially the environmental and socio-cultural dimensions when considering a 2.0 communication approach.

The original aspect of this research is related to the analysis of interactive videos in tourism studies and to the introduction of a new framework based on 2.0 ST, used to promote sustainable tourism in a cross-cultural context.