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Article
Publication date: 8 August 2022

Maya Deori, Vinit Kumar and Manoj Kumar Verma

The consumption of news from social media is the new trend, still news channels are the authentic source to transmit relevant news to audiences. Social media has gradually left an…

Abstract

Purpose

The consumption of news from social media is the new trend, still news channels are the authentic source to transmit relevant news to audiences. Social media has gradually left an impact on the audience but the news channels have upgraded and providing various news services online on social media websites. The present study aims to study the type of news videos uploaded by the top five Hindi TV news channels on their YouTube channels with an aim to see which type of videos spark interest for YouTube viewers.

Design/methodology/approach

By applying the techniques of content analysis, sentiment analysis and text mining the study aims to measure the average sentiments, top words and the trend of selected popular terms in the comments on uploaded news videos by the top five Hindi news channels over a period of one year.

Findings

Results of the study indicate that the news channels are uploading more news videos about crime and investigation, politics, health and protests while uploading fewer news videos covering travel, science and technology, and religion. While the viewers of the participating news channels are more interested in giving their thoughts or opinions in the form of comments on news videos concerning crime, politics, protests and health or that these videos inspire conversation on YouTube.

Research limitations/implications

The findings might be of interest to content managers of news channels to understand the interest of their audience.

Originality/value

The study's distinctiveness resides in the approach utilised to collect data and analyse the results in order to better understand the online behaviour of news channel audiences.

Peer review

The peer review history for this article is available at: https://publons.com/publon/10.1108/OIR-01-2022-0007

Details

Online Information Review, vol. 47 no. 3
Type: Research Article
ISSN: 1468-4527

Keywords

Article
Publication date: 20 March 2020

Neelika Arora and Suman Lata

With the usage of social media and Web 2. 0, YouTube channels currently play a pivotal role in supporting a traveler’s destination visit. Travelers create their YouTube channels

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Abstract

Purpose

With the usage of social media and Web 2. 0, YouTube channels currently play a pivotal role in supporting a traveler’s destination visit. Travelers create their YouTube channels and share their past experiences in the form of videos, which helps other potential travelers to support their destination visit. The purpose of this paper is to understand how travelers adopt information through YouTube channels and how it influences the traveler’s intention to visit a destination.

Design/methodology/approach

A research model was constructed and empirically tested by using a sample of 486 respondents who watch YouTube channels before visiting a destination. Further, the hypotheses of this study were validated with the help of structural equation modeling using partial least squares. The respondents in this study were from Delhi.

Findings

This paper found comprehensiveness, relevance, timeliness, source expertise and attitude as the most significant predictors of a traveler’s destination visit intention through YouTube channel adoption. Further, source trustworthiness and accuracy were not found to be statistically significant.

Research limitations/Implications

The findings of this paper were based on data taken from the local respondents in Delhi. Further, it analyzed the influence of only seven dimensions on destination visit intention, which could have excluded some important factors that influence tourists’ destination visit intention.

Practical implications

This paper has provided implications for YouTube vloggers and tourists. The result proves that while making decisions regarding destination visit, tourists thinks critically and scrutinize the content of YouTube channels prior to deciding a destination. So, vloggers should provide relevant, comprehensive and accurate destination information through their videos to tourists.

Originality

To the best of authors’ knowledge, this paper is the first in the Indian context to examine the adoption of YouTube channels before visiting destinations through information adoption models with additional constructs.

Details

Journal of Indian Business Research, vol. 12 no. 1
Type: Research Article
ISSN: 1755-4195

Keywords

Open Access
Article
Publication date: 20 December 2023

Tharindu Senarathna and Dinuka Wijetunga

This study aimed to test some dynamics related to YouTube advertising clutter and viewers' attitudes towards YouTube channels operated by traditional television (TV) companies…

Abstract

Purpose

This study aimed to test some dynamics related to YouTube advertising clutter and viewers' attitudes towards YouTube channels operated by traditional television (TV) companies (These YouTube channels tend to have a greater ad clutter since their videos have embedded ads of programme sponsors in addition to regular YouTube advertisements).

Design/methodology/approach

Employing a positivistic, quantitative methodology, the study collected data through an online survey from a sample of 295 YouTube viewers in Sri Lanka. Data were analysed using the regression-based PROCESS macro, utilising the SPSS software.

Findings

Ad clutter has a negative impact on viewers' attitudes towards the YouTube channel, but only indirectly, through irritation. Skippability of advertisements does not moderate the relationship between ad clutter and ad irritation, but non-skippability increases ad irritation (direct relationship).

Practical implications

YouTube channel owners should pay careful attention to having an optimum level of advertising because clutter resulting in high ad irritation leading to a negative attitude towards the channel could reduce subscriptions. Offering an ad skippability option is unlikely to reduce irritation if there is high clutter.

Originality/value

Although ad clutter is well-researched, its impact on viewer responses to online media channels is uncommon. With YouTube poised to become a top ad revenue-generating medium, this study contributes by examining some dynamics related to ad clutter in a possibly high-clutter context.

Details

South Asian Journal of Marketing, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2719-2377

Keywords

Article
Publication date: 15 January 2018

Mike Thelwall and Amalia Mas-Bleda

The purpose of this paper is to analyse popular YouTube science video channels for evidence of attractiveness to a female audience.

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Abstract

Purpose

The purpose of this paper is to analyse popular YouTube science video channels for evidence of attractiveness to a female audience.

Design/methodology/approach

The influence of presenter gender and commenter sentiment towards males and females is investigated for 50 YouTube science channels with a combined view-count approaching ten billion. This is cross-referenced with commenter gender as a proxy for audience gender.

Findings

The ratio of male to female commenters varies between 1 and 39 to 1, but the low proportions of females seem to be due to the topic or presentation style rather than the gender of the presenter or the attitudes of the commenters. Although male commenters were more hostile to other males than to females, a few posted inappropriate sexual references that may alienate females.

Research limitations/implications

Comments reflect a tiny and biased sample of YouTube science channel viewers and so their analysis provides weak evidence.

Practical implications

Sexist behaviour in YouTube commenting needs to be combatted but the data suggest that gender balance in online science presenters should not be the primary concern of channel owners.

Originality/value

This is the largest scale analysis of gender in YouTube science communication.

Details

Aslib Journal of Information Management, vol. 70 no. 1
Type: Research Article
ISSN: 2050-3806

Keywords

Article
Publication date: 25 August 2023

Damianos P. Sakas, Nikolaos T. Giannakopoulos, Marina C. Terzi, Ioannis Dimitrios G. Kamperos and Nikos Kanellos

The paper’s main goal is to examine the relationship between the video marketing of financial technologies (Fintechs) and their vulnerable website customers’ brand engagement in…

Abstract

Purpose

The paper’s main goal is to examine the relationship between the video marketing of financial technologies (Fintechs) and their vulnerable website customers’ brand engagement in the ongoing coronavirus disease 2019 (COVID-19) crisis.

Design/methodology/approach

To extract the required outcomes, the authors gathered data from the five biggest Fintech websites and YouTube channels, performed multiple linear regression models and developed a hybrid (agent-based and dynamic) model to assess the performance connection between their video marketing analytics and vulnerable website customers’ brand engagement.

Findings

It has been found that video marketing analytics of Fintechs’ YouTube channels are a decisive factor in impacting their vulnerable website customers’ brand engagement and awareness.

Research limitations/implications

By enhancing video marketing analytics of their YouTube channels, Fintechs can achieve greater levels of vulnerable website customers’ engagement and awareness. Higher levels of vulnerable customers’ brand engagement and awareness tend to decrease their vulnerability by enhancing their financial knowledge and confidence.

Practical implications

Fintechs should aim to increase the number of total videos on their YouTube channels and provide videos that promote their customers’ knowledge of their services to increase their brand engagement and awareness, thus reducing their vulnerability. Moreover, Fintechs should be aware not to over-post videos because they will be in an unfavorable position against their competitors.

Originality/value

This research offers valuable insights regarding the importance of video marketing strategies for Fintechs in promoting their vulnerable website customers’ brand awareness during crisis periods.

Details

International Journal of Bank Marketing, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0265-2323

Keywords

Article
Publication date: 21 September 2018

Mike Thelwall

The purpose of this paper is to investigates if and why audience gender ratios vary between museum YouTube channels, including for museums of the same type.

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Abstract

Purpose

The purpose of this paper is to investigates if and why audience gender ratios vary between museum YouTube channels, including for museums of the same type.

Design/methodology/approach

Gender ratios were examined for public comments on YouTube videos from 50 popular museums in English-speaking nations. Terms that were more frequently used by males or females in comments were also examined for gender differences.

Findings

The ratio of female to male YouTube commenters varies almost a hundredfold between museums. Some of the difference could be explained by gendered interests in museum themes (e.g. military, art) but others were due to the topics chosen for online content and could address a gender minority audience.

Practical implications

Museums can attract new audiences online with YouTube videos that target outside their expected demographics.

Originality/value

This is the first analysis of YouTube audience gender for museums.

Details

Aslib Journal of Information Management, vol. 70 no. 5
Type: Research Article
ISSN: 2050-3806

Keywords

Content available
Book part
Publication date: 30 July 2018

Abstract

Details

Marketing Management in Turkey
Type: Book
ISBN: 978-1-78714-558-0

Article
Publication date: 20 July 2022

Hyung-Min Kim, Minseong Kim and Inje Cho

Home-based workouts via fitness YouTube channels have become more popular during the pandemic era. However, few studies have examined the role of social media personae related to…

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Abstract

Purpose

Home-based workouts via fitness YouTube channels have become more popular during the pandemic era. However, few studies have examined the role of social media personae related to intention to exercise. The purpose of this study was to investigate the structural relationships between fitness YouTuber attributes: perceived physical attractiveness (PPA), perceived social attractiveness (PSA), perceived similarity (PS), parasocial relationships (PSRs), wishful identification (WI), physical outcome expectations (POEs), and continuous intention to work out with fitness YouTubers (CIWFY).

Design/methodology/approach

This study considered fitness YouTube channel viewers as the unit of analysis. An online survey was conducted to empirically develop and test the research model using structural equation modeling (SEM).

Findings

The SEM empirical findings revealed that the PSRs were significantly influenced by PSA, PPA, and PS. Also, WI was significantly affected by PPA and PS. Furthermore, POEs were significantly impacted by PPA and PSRs. POEs affected the CIWFY. Lastly, PSRs and POEs mediated the influence of PSA and PPA on the CIWFY.

Originality/value

The psychological impacts of exercising to online fitness videos in the era of COVID-19, with its untact (no contact) social norms is timely. The study model demonstrated the fitness YouTube viewers' cognitive path from perceptions toward fitness YouTubers' attributes to behavioral intention. To be specific, the current study demonstrated how three attribution types (i.e. PPA, PSA, and PS) of fitness YouTubers affect viewers' PSRs and WI with fitness YouTubers, along with POEs and CIWFY. Along with health practitioners, fitness YouTubers who want to captivate viewers on their channels might need to consider self-attributes from their viewers' standpoint and should build psychological bonding with viewers.

Details

Internet Research, vol. 33 no. 3
Type: Research Article
ISSN: 1066-2243

Keywords

Open Access
Article
Publication date: 24 January 2022

Yu Xiang

This paper aims to examine the recommendation system of the video-sharing website YouTube to study how control of users is effected on online platforms.

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Abstract

Purpose

This paper aims to examine the recommendation system of the video-sharing website YouTube to study how control of users is effected on online platforms.

Design/methodology/approach

This paper conceptualises algorithmic systems as protocols – technological and social infrastructures that both facilitate and govern interactions between autonomous actors (Galloway and Thacker, 2004, 2007). It adopts a netnographic approach (Kozinets, 2002) to study not only the formal, technological systems of the platform but also the systems as they were made sense of, understood and enacted upon by actors. It relies both on information as revealed by the organisation itself, as well as discussions between lay users in online forums and press coverage.

Findings

The results of this study indicate that the ways in which platforms selectively facilitate interactions between users constitute a form of control. While maintaining the appearance of an open and neutral marketplace, interactions on the platform are in fact highly structured. The system relies on the surveillance of user interactions to rapidly identify and propagate marketable contents, so as to maximise user “engagement” and ad revenue. The systems place few demands or restrictions on individual users, instead control is effected in a probabilistic fashion, over the population of users as a whole, so as to, in aggregate, accomplish organisational goal.

Originality/value

This paper contributes to the literature on accounting and control practices in online spaces, by extending the notion of control beyond overt rankings and evaluations, to the underlying technical and social infrastructures that facilitate and shape interactions.

Details

Qualitative Research in Accounting & Management, vol. 19 no. 3
Type: Research Article
ISSN: 1176-6093

Keywords

Book part
Publication date: 28 March 2015

Ana Adi and Georgiana Grigore

Social media usage is becoming ubiquitous across the world and communicators, either corporate, independent or activist are increasingly adopting the new medium. This chapter…

Abstract

Purpose

Social media usage is becoming ubiquitous across the world and communicators, either corporate, independent or activist are increasingly adopting the new medium. This chapter focuses on the uses of social media for marketing communications, in particular for public relations and corporate social responsibility (CSR) by Pfizer’s European offices. In doing so it evaluates the relationship between public relations and CSR as well as reviews some of the uses of social media for healthcare communications and CSR.

Methodology/approach

Using a deductive approach and a methodology that combines qualitative content analysis aimed at identifying communication themes and social media audits on brand integration and communication coherence, this chapter aims to identify how Pfizer’s European offices use social media to communicate online.

To establish the corporate line and branding general guidelines for Pfizer, we have recorded from the company’s official website (www.pfizer.com) its corporate overview and corporate responsibility information, embedded into the ‘About us’ section of the website. From the home page, social media links were then sought. To ensure all links were recorded the researchers used two gateways, one using the social media links on the website and one through each country’s website and their social media links on their home page. The Pfizer official accounts were excluded from this analysis, the interest being on the country uses of social media and not Pfizer’s official general channels.

General traffic and engagement data automatically reported by each social media platforms such as number of tweets, followers, fans, and number of views were recorded manually. For more insight into Twitter activity FollerMe was then used to capture and record each account’s most recent activity as it enabled the discovery of each account’s creation date and the most frequently used words and hashtags in its tweets. It also helped assess the levels of performance of each country on Twitter by looking at the reported ratios of replies, mentions, tweets with links, hashtags or media to the last 100 tweets sent from the each account. For Facebook and YouTube data, only the publicly reported data was recorded. The text in the Twitter bios and about sections was also recorded and compared with the company’s corporate and CSR descriptions included on the main website.

Findings

Out of the 20 countries that do have a Pfizer country office, only 10 of them have a social media presence. Turkey and Spain have four social media channels each and Belgium has three. All the other countries are present on only one social media platform. They show an overall integration and coordination of messages with themes mirrored from one platform to another. The channels also show an overall compliance and consistency with the brand, most of them displaying bespoke backgrounds, bios and links to the country website.

When it comes to social media integration, the accounts are poorly integrated and interlinked. Moreover, although social media provides a platform for dialogue, two out of the three platforms analysed have very little user interaction. This high concern for message control can be indicative of a variety of elements: a lack of certainty/security in handling social media, a risk-averse attitude towards social media, a lack of training of staff about how to handle social media or perhaps a lack of resources.

The platforms used have all different functions and address different target audiences. YouTube proves to excel as a public information/CSR medium for the general public, the most popular content fitting into those categories. Twitter is a corporate communications environment by excellence, a true mouth-piece of the organization. Finally, Facebook is Pfizer’s user engagement environment but within Pfizer’s own comfort and rules, the presence of a policy document making the boundaries of communication very clear.

Research limitations/implications

Although looking only at one company and its social media communication practices and although it uses only publicly reported data, this chapter raises a variety of questions about the use of social media by big, multinational corporations, the resources they allocate and the amount to which they perceive these channels as anything more than just another company mouth-piece. It also raises questions about how companies choose to portray themselves on social media in comparison to joining conversations, commenting on current trends and celebrating their partners and employees. Perhaps future research could explore these aspects in more depth.

Practical implications and originality/value

Pfizer who declares itself the ‘world’s largest research-based pharmaceutical company’ is currently among the most influential companies in the world, occupying currently the 148th position in the Global Fortune 500 list. Due to its position within the industry, Pfizer has been the subject of previous research materials including marketing and health communications; however, no study yet has analysed Pfizer’s uses of social media. By analysing the social media communications of Pfizer in Europe and by pointing to the inconsistencies between country accounts, this chapter raises further questions about social media strategy and its implementation by corporations.

Details

Corporate Social Responsibility in the Digital Age
Type: Book
ISBN: 978-1-78441-582-2

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