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Article
Publication date: 3 July 2020

Wondwesen Tafesse

YouTube's vast and engaged user base makes it central to firms' digital marketing effort. With extant studies focusing on viewers' post-view engagement behavior, however…

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3353

Abstract

Purpose

YouTube's vast and engaged user base makes it central to firms' digital marketing effort. With extant studies focusing on viewers' post-view engagement behavior, however, research into what motivates viewers to click on and watch YouTube videos is scarce. This study investigates the implications of marketers' video optimization practices for video views on YouTube.

Design/methodology/approach

The study employed a data set of videos (N = 4,398) gathered by scraping YouTube's trending list. Using a combination of text and sentiment analysis, the study measured four video optimization practices: information content of video titles, emotional intensity of video titles, information content of video descriptions and volume of video tags. It then analyzed the effect of these video optimization practices on video views.

Findings

The study finds that greater availability of information in video titles is negatively associated with video views, whereas intensity of negative emotional sentiment in video titles is positively associated with video views. Further, greater availability of information in video descriptions is positively associated with video views. Finally, an inverted U-shaped relationship is found between volume of video tags and video views. Up to 17 video tags can contribute to more video views; however, beyond 17 tags, the relationship turns negative.

Originality/value

This study investigates the effect of marketers' video optimization practices on video views. While extant studies mainly focus on viewers' post-view engagement behavior, such as liking, commenting on and sharing videos, this study examines video views. Similarly, extant studies investigate videos' internal content, while this study investigates elements of the video metadata.

Details

Internet Research, vol. 30 no. 6
Type: Research Article
ISSN: 1066-2243

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Article
Publication date: 3 August 2020

Niyati Aggrawal, Anuja Arora, Adarsh Anand and Yogesh Dwivedi

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…

Abstract

Purpose

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.

Design/methodology/approach

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.

Findings

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.

Originality/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.”

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Article
Publication date: 30 September 2014

Gohar Feroz Khan and Sokha Vong

– The purpose of this paper is to seek reasons for some videos going viral over YouTube (a type of social media platform).

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6724

Abstract

Purpose

The purpose of this paper is to seek reasons for some videos going viral over YouTube (a type of social media platform).

Design/methodology/approach

Using YouTube APIs (Application Programming Interface) and Webometrics analyst tool, the authors collected data on about 100 all-time-most-viewed YouTube videos and information about the users associated with the videos. The authors constructed and tested an empirical model to understand the relationship among users’ social and non-social capital (e.g. User Age, Gender, View Count, Subscriber, Join Date, Total Videos Posted), video characteristics (Post Date, Duration, and Video Category), external network capital (in-links and hit counts), and Virality (Likes, Dislikes, Favorite Count, View Count, and Comment Count). Partial least square and Webometric analysis was used to explore the association among the constructs.

Findings

Among other findings, the results showed that popularity of the videos was not only the function of YouTube system per se, but that network dynamics (e.g. in-links and hits counts) and offline social capital (e.g. fan base and fame) play crucial roles in the viral phenomenon, particularly view count.

Originality/value

The authors for the first time constructed and tested an empirical model to find out the determinants of viral phenomenon over YouTube.

Details

Internet Research, vol. 24 no. 5
Type: Research Article
ISSN: 1066-2243

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Article
Publication date: 23 July 2021

Adarsh Anand, Mohammed Shahid Irshad and Yogesh K. Dwivedi

YouTube allows its users to upload and view videos on its platform. YouTube provides notification to the subscribers whenever a channel uploads a new video thereby making…

Abstract

Purpose

YouTube allows its users to upload and view videos on its platform. YouTube provides notification to the subscribers whenever a channel uploads a new video thereby making the channel subscribers the potential viewers of the video. And thus, they are the first to come to know about any new offering. But later on, the view count also increases due to virality, that is, mass sharing of the content by the users on different social media platforms similar to word-of-mouth in the field of marketing. Therefore, the purpose of this paper is to examine different diffusion patterns as they can help to inflate traffic and generate revenue.

Design/methodology/approach

YouTube's view count grows majorly through virality. The pattern of view count growth has generally been considered unimodal in most of the available research in the field of YouTube. In the present work, the growth process due to views through the subscribers and views due to word-of-mouth (virality) is presented. Considering that the impact of virality in view count growth comes later in the video life cycle; the viewing patterns of both the segments have been mathematically modeled; independently.

Findings

Different models have been proposed to capture the view count growth pattern and how the impact of virality changes the view count growth curve and thereby results in a multimodal curve structure. The proposed models have been verified on various view count data sets of YouTube videos using SPSS (Statistical Package for the Social Sciences), and their ranks have been determined using a weighted criteria–based approach. The results obtained clearly depict the presence of many modes in the life cycle of view counts.

Originality/value

Till now, the literature is evident of the video life cycle following a bell shape curve. This study claims that the initial thrust is by subscribers and then the contribution in the view count by people watching via word-of-mouth comes into picture and brings in another hump in the growth curve.

Details

Kybernetes, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0368-492X

Keywords

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Book part
Publication date: 1 October 2016

Christopher J. Schneider

The body of scholarship on YouTube is an expanding area of scholarly inquiry. Existent research indicates that music videos are one of the most salient features of YouTube

Abstract

The body of scholarship on YouTube is an expanding area of scholarly inquiry. Existent research indicates that music videos are one of the most salient features of YouTube. Interactionist research about popular music has provided important insights through interviews with fans and audience members; however, this work has yet to examine audience engagement with music videos on YouTube. Using Qualitative Media Analysis, I illustrate how the researcher of popular music can work with user comments collected from YouTube. Thematic understandings largely consistent with nostalgia that emerged from an analysis of user-generated comments in response to selected music videos on YouTube are explored. I conclude by suggesting some directions for future research.

Details

Symbolic Interactionist Takes on Music
Type: Book
ISBN: 978-1-78635-048-0

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Article
Publication date: 6 September 2018

Jane E. Klobas, Tanya J. McGill, Sedigheh Moghavvemi and Tanuosha Paramanathan

The purpose of this paper is to present brief YouTube life stories to learn about how extensive users experience YouTube use and manage (or fail to manage) their use. It…

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1072

Abstract

Purpose

The purpose of this paper is to present brief YouTube life stories to learn about how extensive users experience YouTube use and manage (or fail to manage) their use. It also explores the consequences of different types of extensive use.

Design/methodology/approach

In this paper, a biographical approach was used. Nine students who used YouTube for two or more hours every day were guided to tell life stories of their introduction to YouTube, subsequent use and critical events associated with YouTube use. Thematic analysis distinguished between non-problematic, compulsive and addicted users. Three single case life stories illustrate the experiences of users in each category.

Findings

These extensive YouTube users tell similar stories of informal learning from early interaction with the platform. For some, extensive YouTube use became problematic; for others, it remained functional. Similar to other social platforms, users unable to regulate use became compulsive users and some users can become addicted. While the symptoms of YouTube addiction are similar to other online addictions, compulsive YouTube use is driven more by algorithm-generated content chaining than overt social interaction.

Originality/value

The paper introduces life stories as a way to present case studies of social media use. The distinction between extensive, but functional, and problematic YouTube use illustrates how extensive social media use is not necessarily dysfunctional. User education for self-regulation of YouTube use is recommended.

Details

Online Information Review, vol. 43 no. 2
Type: Research Article
ISSN: 1468-4527

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Article
Publication date: 5 June 2017

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.

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1748

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.

Details

Internet Research, vol. 27 no. 3
Type: Research Article
ISSN: 1066-2243

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Article
Publication date: 12 February 2020

Jeen-Su Lim, Phuoc Pham and John H. Heinrichs

Firms are increasingly using social media platforms to engage with individuals, as it is recognized that a firm’s social media activity outcomes, such as number of user…

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2678

Abstract

Purpose

Firms are increasingly using social media platforms to engage with individuals, as it is recognized that a firm’s social media activity outcomes, such as number of user comments, followers or likes, impact brand equity. This study aims to evaluate both the extent that these social media activity outcomes relate to brand equity and the classification of firms which benefit from the various types of social media activity outcomes.

Design/methodology/approach

This study identifies various components of social media activity and then captures specific social media activity outcomes for Fortune 500 firms. This study then performs a hierarchical regression analysis to assess the impact of the various social media activity outcomes on brand equity.

Findings

The results show significant relationships of social media activity outcomes with brand equity. The activity outcome measures of social networking and content communities platform are significantly related to a firm’s brand equity. This study also found that the social media activity outcome levels of various types of social media platforms are contingent upon a firm’s brand country of origin and industry classification type.

Practical implications

The results help firms gain a clearer view of potential applications of social media platforms, thus improving their understanding of the impact of social media. This study can enhance social media strategy and design tactics to improve brand equity. The findings can also guide firms in evaluating which social media activity outcomes enhance brand equity.

Originality/value

The results highlight that activity outcomes in a firm’s selected content communities platform and social networking platform are related to brand equity.

Details

Journal of Product & Brand Management, vol. 29 no. 7
Type: Research Article
ISSN: 1061-0421

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Article
Publication date: 16 April 2018

Beichuan Yan and Richard Regueiro

The purpose of this paper is to extend complex-shaped discrete element method simulations from a few thousand particles to millions of particles by using parallel…

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176

Abstract

Purpose

The purpose of this paper is to extend complex-shaped discrete element method simulations from a few thousand particles to millions of particles by using parallel computing on department of defense (DoD) supercomputers and to study the mechanical response of particle assemblies composed of a large number of particles in engineering practice and laboratory tests.

Design/methodology/approach

Parallel algorithm is designed and implemented with advanced features such as link-block, border layer and migration layer, adaptive compute gridding technique and message passing interface (MPI) transmission of C++ objects and pointers, for high performance optimization; performance analyses are conducted across five orders of magnitude of simulation scale on multiple DoD supercomputers; and three full-scale simulations of sand pluviation, constrained collapse and particle shape effect are carried out to study mechanical response of particle assemblies.

Findings

The parallel algorithm and implementation exhibit high speedup and excellent scalability, communication time is a decreasing function of the number of compute nodes and optimal computational granularity for each simulation scale is given. Nearly 50 per cent of wall clock time is spent on rebound phenomenon at the top of particle assembly in dynamic simulation of sand gravitational pluviation. Numerous particles are necessary to capture the pattern and shape of particle assembly in collapse tests; preliminary comparison between sphere assembly and ellipsoid assembly indicates a significant influence of particle shape on kinematic, kinetic and static behavior of particle assemblies.

Originality/value

The high-performance parallel code enables the simulation of a wide range of dynamic and static laboratory and field tests in engineering applications that involve a large number of granular and geotechnical material grains, such as sand pluviation process, buried explosion in various soils, earth penetrator interaction with soil, influence of grain size, shape and gradation on packing density and shear strength and mechanical behavior under different gravity environments such as on the Moon and Mars.

Details

Engineering Computations, vol. 35 no. 2
Type: Research Article
ISSN: 0264-4401

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Article
Publication date: 11 February 2021

Rachel Ashman, Anthony Patterson and Robert V. Kozinets

This paper aims to strengthen the process of design thinking by aligning it with netnography, specifically auto-netnography, which this paper asserts is particularly…

Abstract

Purpose

This paper aims to strengthen the process of design thinking by aligning it with netnography, specifically auto-netnography, which this paper asserts is particularly suited to the task of studying and enriching the actions of “designerly types” who seek to fashion monetisable businesses.

Design/methodology/approach

This paper conducts an auto-netnography with a structure divined from established design thinking theory – that of empathising, defining, ideating, prototyping and testing – to afford an understanding of how a popular health food influencer designs a successful vegan restaurant.

Findings

This paper illustrates the empathetic relationship between a long-term audience member and an entrepreneur/designer/marketer. The intimate cultural analysis reveals the nature of their symbiotic entwinement. In a way that few other methods could, the method shows how this sense of reciprocity, deepens over time.

Research limitations/implications

Conducting an auto-netnography is a prolonged and difficult task. Nonetheless, by revealing the rituals, expectations, roles and routines of content creators, designers and followers, this paper illustrates exciting possibilities for the enactment and development of design thinking in the marketing field.

Practical implications

Designerly types such as marketers and content creators should closely study, listen to and interact with consumers by using a similarly staged process that draws equally from design thinking and auto-netnography.

Originality/value

Prior to this study, existing research has not previously linked design thinking with either netnographic or auto-netnographic research.

Details

European Journal of Marketing, vol. 55 no. 9
Type: Research Article
ISSN: 0309-0566

Keywords

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