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1 – 10 of 587The 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…
Abstract
Purpose
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.
Design/methodology/approach
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.
Findings
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.
Research limitations/implications
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.
Originality/value
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.
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Sehwan Oh, Hyunmi Baek and JoongHo Ahn
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.
Abstract
Purpose
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.
Design/methodology/approach
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.
Findings
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.
Research limitations/implications
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.
Practical implications
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.
Originality/value
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.
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Li Chen, Yiwen Chen and Yang Pan
This study aims to empirically test how sponsored video customization (i.e. the degree to which a sponsored video is customized for a sponsoring brand) affects video shares…
Abstract
Purpose
This study aims to empirically test how sponsored video customization (i.e. the degree to which a sponsored video is customized for a sponsoring brand) affects video shares differently depending on influencer characteristics (i.e. mega influencer and expert influencer) and brand characteristics (i.e. brand establishment and product involvement).
Design/methodology/approach
This study uses a unique real-world data set that combines coded variables (e.g. customization) and objective video performance (e.g. sharing) of 365 sponsored videos to test the hypotheses. A negative binomial model is used to analyze the data set.
Findings
This study finds that the effect of video customization on video shares varies across contexts. Video customization positively affects shares if they are made for well-established brands and high-involvement products but negatively influences shares if they are produced by mega and expert influencers.
Research limitations/implications
This study extends the influencer marketing literature by focusing on a new media modality – sponsored video. Drawing on the multiple inference model and the persuasion knowledge theory, this study teases out different conditions under which video customization is more or less likely to foster audience engagement, which both influencers and brands care about. The chosen research setting may limit the generalizability of the findings of this study.
Practical implications
The findings suggest that mega and expert influencers need to consider if their endorsement would backfire on a highly customized video. Brands that aim to engage customers with highly-customized videos should gauge their decision by taking into consideration their years of establishment and product involvement. For video-sharing platforms, especially those that are planning to expand their businesses to include “matching-making services” for brands and influencers, the findings provide theory-based guidance on optimizing such matches.
Originality/value
This paper fulfills an urgent research need to study how brands and influencers should produce sponsored videos to achieve optimal outcomes.
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Zekun Yang and Zhijie Lin
Tags help promote customer engagement on video-sharing platforms. Video tag recommender systems are artificial intelligence-enabled frameworks that strive for recommending precise…
Abstract
Purpose
Tags help promote customer engagement on video-sharing platforms. Video tag recommender systems are artificial intelligence-enabled frameworks that strive for recommending precise tags for videos. Extant video tag recommender systems are uninterpretable, which leads to distrust of the recommendation outcome, hesitation in tag adoption and difficulty in the system debugging process. This study aims at constructing an interpretable and novel video tag recommender system to assist video-sharing platform users in tagging their newly uploaded videos.
Design/methodology/approach
The proposed interpretable video tag recommender system is a multimedia deep learning framework composed of convolutional neural networks (CNNs), which receives texts and images as inputs. The interpretability of the proposed system is realized through layer-wise relevance propagation.
Findings
The case study and user study demonstrate that the proposed interpretable multimedia CNN model could effectively explain its recommended tag to users by highlighting keywords and key patches that contribute the most to the recommended tag. Moreover, the proposed model achieves an improved recommendation performance by outperforming state-of-the-art models.
Practical implications
The interpretability of the proposed recommender system makes its decision process more transparent, builds users’ trust in the recommender systems and prompts users to adopt the recommended tags. Through labeling videos with human-understandable and accurate tags, the exposure of videos to their target audiences would increase, which enhances information technology (IT) adoption, customer engagement, value co-creation and precision marketing on the video-sharing platform.
Originality/value
The proposed model is not only the first explainable video tag recommender system but also the first explainable multimedia tag recommender system to the best of our knowledge.
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In the present world of constant connectivity, the barrage system, as a system of real-time dynamic comments coupled with video content, has become a popular interactive system…
Abstract
Purpose
In the present world of constant connectivity, the barrage system, as a system of real-time dynamic comments coupled with video content, has become a popular interactive system technology for video sharing platforms. This study investigates how barrage system fluctuation characteristics, namely, barrage fluctuation amplitude and frequency, impact user interaction.
Design/methodology/approach
The research model was estimated with a fixed-effects regression applied to a longitudinal panel dataset collected from one of the most popular video sharing platforms in China (Bilibili.com).
Findings
Barrage fluctuation frequency has positive effects on users' real-time (synchronous) barrage interaction and the traditional (asynchronous) comment interaction. Barrage fluctuation amplitude has a positive effect on users' real-time (synchronous) barrage interaction but a negative effect on traditional (asynchronous) comment interaction. In addition, the interaction effects of the barrage fluctuation frequency and the barrage fluctuation amplitude on user interaction show adverse effects.
Originality/value
The results revealed the impact of different barrage fluctuation characteristics on different forms of interaction and provide important theoretical contributions and managerial implications in terms of user interaction on video sharing platforms.
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Hsiu-Sen Chiang and Kuo-Lun Hsiao
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…
Abstract
Purpose
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.
Design/methodology/approach
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.
Findings
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.
Practical implications
The proposed framework can be used by online video service providers to develop a platform that satisfies user needs and to enhance sharing intention.
Originality/value
The study provides a comprehensive framework of the antecedents and effects of continuance motivation and sharing behavior on video sharing web sites.
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Ke Zhong, Haizhong Wang and Caiyun Zhang
The purpose of this paper is to test the brand elongation effect which is defined as the impacts of the aspect ratio of logo on consumers’ temporal property assessment and brand…
Abstract
Purpose
The purpose of this paper is to test the brand elongation effect which is defined as the impacts of the aspect ratio of logo on consumers’ temporal property assessment and brand evaluation.
Design/methodology/approach
This paper provides a theory with experiments.
Findings
The brand elongation effect that strip-shaped logos can make consumers perceive temporal property longer than square-shaped logos has been testified with three pairs fictional logos and one pair real-life one. The valence of temporal property moderates the effect on evaluation of temporal property. The perceived temporal length mediated the shape effect on brand evaluation only when the temporal property is important (vs unimportant) for the product.
Research limitations/implications
This study only deals with the elongation effect of logos’ aspect ratio, without discussing the impact of color, angle/roundness or other graphic properties of logos on consumer attitudes.
Practical implications
This study not only provides empirical supports to update brand logos but also further illustrates that some subtle properties of logos can result in influences that are both significant and substantial.
Originality/value
This research enriches the literature of branding and metaphorical cognition. The findings of this study provide direct implications for brand managers to design logos and manage multi-shape brand logos.
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Role of digital channels in car buying has increased manifold and consumers are making significant use of various digital channels throughout the decision-making process. However…
Abstract
Purpose
Role of digital channels in car buying has increased manifold and consumers are making significant use of various digital channels throughout the decision-making process. However, there are very less number of studies available if one wishes to understand the specific reason(s) for the use of a particular digital channel of communication. This study deals with the identifications of the reason(s) leading towards the usage of particular digital channel of communication while buying a car.
Design/methodology/approach
Quantitative methodology was adopted for the study. A total of 10 digital channels namely the websites, social networking sites, YouTube, Smartphones, Online communities, Digital TV, Digital Outdoors, e-mails and others were considered in the study. Data was collected from 603 car buyers from Delhi using digital channels of communication.
Findings
The results of the study revealed that Website and YouTube were used for being compatible. Social networking sites, smartphones, digital outdoors and e-mails were used for being informative. Online communities were used for offering customers and experts' reviews. Digital TV was used for being easy to use.
Research limitations/implications
The study considers the respondents from Delhi only. A more representative sample covering various parts of the country would offer more relevant results for the marketers as digital divide existing between rural and urban India cannot be simply ignored.
Practical implications
The study reveals that car buyers are making ample usage of digital channels wherein website is the most used digital channel and smartphones are the most used digital devices used by the car buyers.
Social implications
Study also reveals that car buyers might use search engines to reach the marketer's website, so effective search engine optimization (SEO) strategies should be adopted. Important keywords used in the search engines should be used in the website as well as in the links.
Originality/value
Majority of the available studies use digital as an umbrella term for myriad digital channels. So understanding about the usage of specific channel of communication remains an under-researched area. Such understanding strengths and broadens the existing knowledge about technology mediated consumer behaviour especially in extended problem-solving product category.
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The purpose of this paper is to explore the perceptions, attitudes and experiences of undergraduate students related to the use of YouTube as an information resource to support…
Abstract
Purpose
The purpose of this paper is to explore the perceptions, attitudes and experiences of undergraduate students related to the use of YouTube as an information resource to support their learning. The use of YouTube by professors for course activities is also examined.
Design/methodology/approach
Quantitative research design based on a survey method was used by using a questionnaire tool. The collected data were analyzed using frequency and simple percentage. The sample comprises undergraduate students from the College of Computer and Information.
Findings
The general results reveal that the use of YouTube in the classroom influences student engagement. Students’ understanding of the importance of YouTube was determined in this study. However, professors do not seem to have positive attitudes towards incorporating YouTube into course activities.
Originality/value
The application of social media tools in Saudi Arabia is unclear because of the lack of studies that focus on the use of video-sharing websites by university students. This paper is the first of its kind conducted to explore the use of YouTube in the academic environment as an information resource to support university courses.
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Amy Madden, Ian Ruthven and David McMenemy
The video-sharing website YouTube encourages interaction between its users via the provision of a user comments facility. This was originally envisaged as a way for viewers to…
Abstract
Purpose
The video-sharing website YouTube encourages interaction between its users via the provision of a user comments facility. This was originally envisaged as a way for viewers to provide information about and reactions to videos, but is employed for other communicative purposes including sharing ideas, paying tributes, social networking, and question answering. This study seeks to examine and categorise the types of comments created by YouTube users to highlight the various ways in which this interactive feature has been employed as a means of communication and self-expression.
Design/methodology/approach
By conducting a content analysis of 66,637 user comments on YouTube videos the authors created a classification schema which may be used to categorise the types of comments users leave.
Findings
The schema reveals ten broad categories, and 58 subcategories which reflect the wide-ranging use of the YouTube comments facility.
Research limitations/implications
As YouTube continues to evolve, new types of comments that do not appear in the scheme outlined will appear. However, this schema will provide an initial structure upon which other investigations can build when analysing the ongoing use of the YouTube comments feature as a communication device.
Practical implications
This scheme may be used for researchers in a variety of disciplines who are interested in using user-generated content. The scheme will aid in the description and mining of this content and provides a way of structuring this content into categories representing user intent.
Social implications
This study highlights the variety of purposes to which the user commenting facility of YouTube is employed. These include purposes such as reminiscence, grieving, giving advice and communication.
Originality/value
This is the first detailed, content-based analysis of the types of comments created by YouTube users. The classification scheme facilitates the analysis of these comments for a variety of purposes, including marketing, communication studies and studies of information seeking.
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