Online Video Research Articles

Secrets to why consumers skip ads: The moderating role of personality traits

ABSTRACT In an era where online video advertising is paramount for engaging audience attention, YouTube emerges as a leading platform, drawing a vast spectrum of viewers. Despite its reach, the efficacy of video ads is often compromised by viewer tendencies to skip or avoid content perceived as irrelevant, intrusive, or irritating. This investigation delves into the nuanced personalities of individuals predisposed to dismissing YouTube video advertisements. Our comprehensive analysis uncovers a significant correlation between the perception of ad irrelevance and intrusiveness and the inclination to skip ads. Furthermore, we reveal that conscientiousness and neuroticism intensify the adverse effects of perceived irrelevance and intrusiveness on ad avoidance behaviors. In contrast, traits such as extraversion, agreeableness, and openness to experience mitigate these negative perceptions, suggesting a complex interplay between personality and ad reception. This study not only elucidates the dynamics of viewer engagement with online video ads but also offers valuable insights for advertisers aiming to tailor content more effectively to diverse audience segments.

Evaluation of an Educator Mental Health Literacy Online Training Package

ABSTRACTEducators and school staff are critical to recognizing and supporting students' mental health, but frequently do not have the training to confidently bring mental health literacy into the classroom or assist students who experience distress. Moreover, few free, easily accessible trainings are available for this audience. Classroom Well‐being Information and Strategies for Educators (Classroom WISE) is a free, K‐12 mental health literacy training package that includes a self‐paced online course, video library, and resource collection. Using pre‐ and postcourse anonymous surveys from over 2000 educators, school mental health professionals, and school staff who completed Classroom WISE, this study found high levels of satisfaction, significant increases in mental health literacy knowledge, high perceived importance of mastering skills to promote student well‐being, and increased preparedness to implement mental health‐related strategies. Participants reported intentions to bring mental health literacy into the classroom, and identified barriers and facilitators to using Classroom WISE that leaders can respond to or employ when moving to implement Classroom WISE across a school or district. School district or school‐wide use of Classroom WISE can assist in building a safe and supportive school environment and help students in need to access mental health services.

“Strike with visual bullets”: Digitalized deep play and floating emotional public sphere in the Bilibili bullet comments

The bullet comment refers to a real-time built-in comment system attached to online video services on the Chinese Internet. It provides a mechanism transforming online spectatorship into an “audiencing” experience. This study interviews 16 bullet comment users to explore the digital media practices in bullet comments. We argue that the “audiencing” subjects are involved as players in the imagined communities through emotional invitations, implicit cultural “contract,” and diverse textual hijacking strategies. It is a digitalized subject deep play with the stake of cultural interpretation mastery. Based on space discourse deep play, the bullet comment forms a floating emotional public sphere through the flexible technological infrastructure, sustained subject involvement mechanisms, adaptable playing strategies, and a strategic discourse evolution. Its openness helps youth generate a sense of place to express their subjectivities in response to social pressures and paternalistic rhetoric in an alternative manner. This study provides a new perspective on the Chinese youth culture and online public sphere research.

Examining gamification affordances for intrinsic needs of satisfaction in tourist engagement activities on digital platforms in Hong Kong

The effectiveness of gamification elements has been widely examined in different aspects over the past decade. However, recent research showed that not all gamification elements can effectively engage users or consumers in different domains including video games and online shopping activities. To examine these inconsistent results, affordance theory was expanded to propose a new affordance design model in the gamification context. This study included a questionnaire survey of 303 Hong Kong residents, aged 18- 60 years old. SmartPLS4.0 structural equation modelling (PLS-SEM) was employed. The findings indicated that the proposed gamification affordances were largely significant for consumers’ psychological satisfaction needs, except for hedonic-based features. The results also demonstrated that gamification serves as a rewarding tool for consumers to foster social connections and achieve self-fulfillment. This highlights the utilitarian value within the relationship between consumers and activities in tourism. The objective of this research was to identify which gamification affordances most effectively fulfilled consumers’ psychological need of satisfaction by incorporating self-determination theory. This study contributed using a new affordance model to understand consumer actions in the knowledge construction of gamification effectiveness, especially in the tourist markets and its impact on consumers’ psychological satisfaction needs. The effectiveness of gamification of reward-based affordances present that the this research provide valuable insights that can be used by marketers to develop effective online marketing strategies specifically for online tourism activities in Hong Kong.

Textual Cacophony: Online Video and Anonymity in Japan, written by Daniel Johnson

Textual Cacophony: Online Video and Anonymity in Japan, written by Daniel Johnson

Digital Marketing Strategies and Brand Awareness of Afrinnovators Group Ltd

Purpose: In today's digital age, the significance of digital marketing strategies in enhancing brand awareness among businesses was emphasized. This research aimed to assess the influence of digital marketing strategies on brand awareness in Rwanda, focusing on Afrinnovators Group Ltd. The study had three objectives: to evaluate the impact of different digital marketing channels, the effect of digital marketing expenditure, and the role of social networking platforms on brand awareness. Methodology: The theoretical framework reviewed Bandura's Social Learning Theory, Howard's Consumer Behavior Theory, and Rogers' Diffusion of Innovation Theory. A mixed-method approach was employed, involving quantitative and qualitative research designs. The target population included 102 individuals, with a sample size of 81 respondents determined using Slovin's formula. Data analysis involved descriptive and inferential statistics for quantitative data and thematic analysis for qualitative data. Findings: Regression analysis highlighted digital marketing expenditure as the most significant predictor of brand awareness, with an unstandardized coefficient of 0.096 (p = 0.022). Other predictors included social media marketing with a coefficient of 0.085 (p = 0.035) and search engine marketing with a coefficient of 0.078 (p = 0.041). The study concluded that strategic digital marketing efforts profoundly impacted brand awareness for Afrinnovators Group Ltd. Unique Contribution to Theory, Practice and Policy: Recommendations included prioritizing social media marketing, enhancing email and search engine campaigns, and investing in online ads and videos. Future research was suggested to explore long-term effects, emerging technologies, and comparative studies to optimize digital marketing strategies. This study contributed to academic knowledge, offered practical implications for businesses, and aligned with Sustainable Development Goals by promoting economic growth.

Moral Comments in Social Media: Analyzing the Role of Ideology-Matching Moral Framing and Impression Motivation in the Persuasive Effect of User Comments on YouTube

ABSTRACT This research explores how users form attitudes when they are presented with online videos and moral comments from their fellow audience. Based on the Heuristic-Systematic Model (HSM) and Moral Foundations Theory (MFT), the study aims to find out how different moral foundations represented in user comments interact with the motivational state, the political orientation, and the moral beliefs of the viewer. In two pre-registered experiments (N = 314 and N = 1015), the inclusion of moral arguments within comments below a YouTube video (harm vs. authority), their valence (positive vs. negative) and the participants’ motivational states (high vs. low impression motivation) were varied. While Experiment 1 revealed no significant effects regarding the persuasive effect of user comments and accompanying moral arguments, Experiment 2 showed a more general effect of comment valence on viewers’ attitude formation. These results help to specify the conditions under which user comments may lead individuals to construct their attitude in a way that fits the perceived majority opinion.

Mitigating Gender Stereotypes Toward AI Agents Through an eXplainable AI (XAI) Approach

People often apply gender stereotypes toward computerized agents. Rather than challenging these stereotypes, modern AI technologies controversially use them in creating AI agents that underline stereotypical gendered roles. This approach thus further reinforces the often male-dominated societal gender norms and disenfranchises women and gender non-binary individuals. While this issue has raised concerns in the HCI and CSCW communities, still little is known regarding how to mitigate the negative impacts of embedding gender stereotypes in AI agents. In this paper, we propose an eXplainable AI (XAI) approach to mitigating individuals' gender stereotypes toward AI agents. We conducted an online video vignette experiment with 350 participants randomly assigned to one of the eighteen conditions of a 3 (gender of the agent: woman, man, gender-neutral) x 3 (task gender: feminine, masculine, neutral) x 2 (presence or absence of AI explanation) between-subjects design. Our findings indeed suggest that XAI helped participants avoid applying gender stereotypes toward gendered AI agents, by increasing their understanding of how the agent came to its decision and decreasing their rating of the agent's humanlikeness. We contribute to CSCW research by providing a timely investigation into individuals' gender stereotypes toward the state-of-the-art AI agents and by advancing the empirical understanding of the cognitive processes and mechanisms underlying these gender stereotypes. We also demonstrate how eXplainable AI can effectively suppress the application of social characteristics (i.e., gender stereotypes) toward AI agents by disrupting the said cognitive processes. Insights from this study can inform how future AI technologies should be designed to create a progressive gender reality that will gradually reshape humans' experience and ingrained gender ideologies.

From Viral Content to Real-Life Cuisine and Beyond: Examining Teenagers' Interactions with TikTok Food Videos and the Influence on their Food Practices

TikTok has gained immense popularity among teenagers, offering access to numerous user-generated content. Notably, food videos have emerged as a prominent theme on this short-form video social platform. The casual and enjoyable nature of short food videos on TikTok belies their potential influence on one of teenagers' most immediate and regular health practices--eating. Understanding how teenagers interact with these videos, their subsequent actions, and the resulting impact on their food practices and eating habits have the potential to provide insight into their broader lifestyle choices and their interactions within their social circles, including parents, friends, and other people online. By examining how teenagers use TikTok food videos online and offline, we gain a deeper understanding of the intricate relationship between social media, teenage lifestyle, and social dynamics surrounding food practices. In this research, we conducted 15 semi-structured interviews with teenagers aged 13 to 19, investigating their consumption of TikTok food videos and the actions inspired by them. By examining the multifaceted influence of TikTok food videos from a temporal perspective, this study contributes to the reflections of teens' use of TikTok food videos and their inspired food practices in the short and long term, online and offline. We propose design and theoretical implications to support teenagers' health. These insights have the potential to extend to various contexts, helping educators, policymakers, and designers in fostering healthy lifestyles among teenagers.

A Content Analysis Study of Distortion's Influence on Drum and Bass Music Production

This study uses content analysis and draws upon aesthetic theory and technological determinism as theoretical frameworks to explore contemporary approaches to the use of distortion within drum and bass production. To achieve this, it investigates online video tutorials created by professional drum and bass producers and online content creators in order to extract insights into their common working practice when using distortion in their work. The analysis highlights a prevalent use of aggressive distortion to transform bass timbres, which is a trend originating in the 1990s that continues to shape the genre's evolving aesthetic. This research provides unique insights into the evolution. and impact of distortion and shows how established techniques persist while subtly evolving within the ever-changing production ecosystem.

Online video versus face-to-face patient-surgeon consultation: a systematic review.

Online video consultation (OVC) is increasingly used in patient-surgeon pre-surgical and follow-up consultation but a comprehensive review assessing its benefits and downsides as compared to face-to-face (F2F) consultation is currently lacking. This systematic review evaluated the effectiveness of OVC as compared to F2F consultation. A literature search (Ovid/Medline, Embase, and Clarivate Analytics/Web of Science Core Collection) was conducted including studies comparing efficacy, patient and surgeon satisfaction, and information recall between OVC and F2F patient-surgeon consultation (inception-December 4, 2023). Out of 1021 studies, 14 studies with 13,564 patients met the eligibility criteria, consisting of seven RCTs, three prospective, and four retrospective studies. Various types of surgical consultations were evaluated, including new referrals, routine follow-ups, postoperative follow-ups, and mixed consultations (both pre- and postoperative). None of the randomized trials exclusively compared OVC with F2F consultations in the high-demand preoperative setting, or assessed patient information recall. Efficacy outcomes were reported by seven studies. Among these, three RCTs showed that OVC improved efficacy in terms of waiting time (8.2 vs. 20.7 min, P = 0.01) and total appointment time (24 vs 71 min, P = 0.001, and 21.9 vs. 154.8 min, P = 0.001). Patient satisfaction was reported by 10 studies. Regarding patient satisfaction, one "mixed design" study favoured OVC (92% vs. 63%, P = 0.04), while eight studies reported similar outcomes. This systematic review identified some benefits of OVC such as shorter waiting and total appointment times as compared to F2F patient-surgeon consultation, although the true value of OVC remains unknown due to the limited available evidence. Future pragmatic RCTs are needed, which should include the pre-surgical consultation and assess patient information recall.

Improving recovery after bowel cancer surgery: mixed methods feasibility study of a co-produced information intervention (Recover Together).

Recovery after surgery for colorectal cancer is a complex process, involving numerous physiological, emotional, social and economic challenges. Good information is a key factor for enabling patients to recover well, but there is a paucity of evidence to guide how this should be done. A new information intervention (Recover Together) comprising a booklet, an online video and an inpatient goal board has been developed. This study explores its feasibility, as well as the feasibility of key study methods, during its first use in the United Kingdom National Health Service (NHS). This is a mixed methods, multi-centre, feasibility study of a complex intervention. A total of 105 participants undergoing oncological colorectal surgery will be recruited across three to four study sites in the UK. Participants will receive each component of the Recover Together intervention at defined timepoints before and during hospital admission. A series of patient-centred outcome instruments will be administered in hospital and during follow-up at 30 days and 6 months. Outcomes of feasibility will comprise the time taken to establish the intervention at participating sites, assessments of intervention fidelity and acceptability, as well as return rates of key clinical outcome instruments. The mixed methods design will comprise interviews and focus groups with patients and health professionals, non-participant observation in ward areas and clinics, user-specific video analytics and daily photographs of the goal boards. The findings of this study will provide a feasibility assessment of the Recover Together intervention when used for the first time in NHS practice. If shown to be feasible, this will guide the development of a future definitive study to explore the clinical and cost effectiveness of the Recover Together intervention to improve recovery after surgery. ISRCTN62430915.

Effects of MOOC and video conferencing deliveries on vocabulary usage and learning strategies

While vocabulary learning strategies (VLSs) have primarily been taught in physical classroom settings, the potential for applying strategy training in an online environment remains under-explored. With the rising acceptance of remote education, there is a need to investigate the impacts of applying strategy training in online contexts. Hence, this study explores the effects of online deliveries on VLSs and vocabulary usage in writing among adult English as second language (ESL) learners via massive open online course (MOOC) and video conferencing platforms. A total of 50 pre-intermediate ESL learners completed a 5-week VLSs course on a MOOC while 44 students learnt from the instructor synchronously using Microsoft Teams. The data comprised questionnaires and learners’ compositions, which were collected before and after treatment. The data analysis procedures involved Lextutor’s version of lexical frequency profiling (LFP), descriptive and inferential statistics. The results revealed that there was a significant increase of usage in all categories of the VLSs after the course for both groups. Additionally, the effects of VLSs instruction on vocabulary usage could be reflected in both groups’ writing though the choice of words might have been task-influenced. The findings from this study could yield useful insights on online vocabulary learning for ESL instructors and learners.

TECHNOLOGIES FOR DEVELOPING STUDENTS' PHRASEOLOGICAL COMPETENCE IN ENGLISH LANGUAGE LESSONS (BASED ON EXAMPLES FROM GRADES 5-9)

This article explores the significance of developing phraseological competence in English language lessons for students in grades 5-9. It highlights the importance of idiomatic expressions, collocations, and fixed phrases in achieving effective communication and language proficiency. The article presents various technological tools, including interactive learning platforms, digital storytelling tools, online phraseology resources, video and multimedia resources, and mobile applications, that can enhance students’ understanding and use of phraseological units. Practical classroom examples illustrate how these technologies can be integrated into lesson plans to foster engagement and collaboration among students. Ultimately, the article underscores the role of educators in equipping students with the necessary skills to navigate the complexities of the English language, preparing them for success in diverse contexts.

Komparasi Visual Karakter Hero Video Game Mobile Legends dan Arena of Valor

Video games have become a medium of entertainment that is needed by almost everyone. One of the most popular categories of online video games today is MOBA. Mobile Legends and Arena of Valor are examples of the most played MOBA games. These two games are similar in the visual aspect of their hero characters because they are inspired by predecessor characters such as legendary figures, mythological creatures, or even inspired by categories of creatures on earth which are then combined with humans. Mobile Legends has 4 hero characters that are visually similar to Arena of Valor. This makes both games modify, add, or even change the visual elements of each hero to avoid plagiarism. The modification of these heroes makes each character have its own impression/value. Analysis of visual elements is carried out by comparing the visuals of heroes from two games that are similar using matrix system theory so that the impression/value created by each visual can be found. The results of the visual analysis of the heroes of the two games that have been compared will determine which visual character is more suited to the impression presented.

Provider perspectives on maternal care challenges for Black and Latine Women in Indiana: a qualitative interview study

Indiana consistently ranks among the states with the highest maternal and infant mortality in the United States, particularly affecting Black and Latine communities, endangering their right to safe and respectful maternal care. Providers working with these communities are crucial in identifying challenges faced by their clients, and to inform programmes and policies. We interviewed 32 clinical and community-based providers to understand their perspectives on the challenges faced by their Black and Latine clients from February to April 2021. Participants were identified through online sources and referrals. Interviews, conducted over online video, were recorded, transcribed, and analysed following a six-step thematic approach. Six areas of challenges emerged: non-medical infrastructure and policy problems, effects of systemic racism and bias, insecurity of the Latine community, dissatisfaction with maternal care delivery, issues in navigating maternal healthcare, and limitations to holistic models of care. The results demonstrate the interconnected structural, organisational, and interpersonal nature of the challenges. Though challenges were described at structural and organisational levels, the focus of state maternal care programs is largely at personal and interpersonal levels. Obstetric racism, citizenship restrictions, shortage of Black and Latine providers, and transportation issues are complex problems, requiring multilevel interventions and policies to ensure Black and Latine women can exercise their right to safe and respectful maternal care. A rights-based approach centring the needs of Black, Latine and other minoritised communities should be implemented to make effective changes with an equity focus.

Communications Plan: Disney+

The main motive of this report is to develop social media marketing planning. Disney+ has been adopted to understand and evaluate its social media marketing plan. Therefore, this report helps to understand and examine the customer journey of Disney+ through which the awareness of the brand and its services are analysed that are offered to their consumers. The consumers also evaluate and explore the different benefits and subscription plans which are offered by the brand to satisfy the need and demands of their audiences. Disney+ also stream an online video at an affordable price which also motivates and encourages consumers to be loyal to the brand for a long period of time. The analysis of the social media audit of Disney+ has assisted in understanding the activities that are done on Instagram between 1 September 2022 to 30 September 2022. Disney+ gains the highest likes on their feeds are 4862 and the lowest likes are 128. Ultimately, it has been evaluated that the brand receive the highest likes on their feeds by sharing the videos is 4862 and has maximum engagement in the organisation is 38896.

A Study on the Correlation between Danmaku Videos and Audiences’ Repetitive Viewing Behaviours - A Case Study of Bilibili Danmaku Video Network Videos

With the rise of online video platforms, Danmaku videos have steadily gained popularity among young people. Danmaku’s instantaneous, synchronous, targeted, and cumulative features offer viewers a novel viewing experience, improve the social and interactive aspects of video views, and even impact the frequency with which users watch videos again. As a popular video website at present, Bilibili provides rich video content for audiences and supports the Danmaku function. This study targets Bilibili Danmaku videos and focuses on how Danmaku videos affect the audience’s viewing motivation and experience as the research theme. Descriptive statistics and result analysis were utilized in this study to investigate the reasons behind repeat viewing and the effect of the Danmaku on the viewing experience. Questionnaires were employed to gather viewing data from video audiences in the Bilibili life division. According to the findings of the study, Danmaku greatly improves the overall viewing experience for viewers as well as their enjoyment of the show and sense of community. The study concludes that Danmaku facilitates the audience’s behavioral decisions of repetitive viewing to a certain extent. This study provides an empirical analysis to explore the role of Danmaku in video viewing behavior and makes strategic recommendations for video platforms to improve user experience and foster community engagement.

Experience-based co-design to develop innovative telehealth physiotherapy interventions and resources for children and young people with asthma and dysfunctional breathing

Introduction Healthcare requires new technologies to deliver hybrid services. Before embedding health-delivery transformations including physiotherapy in asthma clinics, it is essential to give young people and their carers a voice to facilitate co-designing of services. Objective To co-design hybrid telehealth physiotherapy services and online resources for, and in partnership with, young people with asthma and dysfunctional breathing, and their families. Methods Experience based co-design study undertaken at a specialist paediatric difficult asthma clinic, including online service user focus groups and electronic questionnaires for service providers. Eight children aged between 11 and 17 years and their families and 11 members of the multi-disciplinary team (MDT) managing children with difficult asthma were recruited purposively. Results A series of seven online videos were created, topics included: how to support a breathless child, education on how we breathe, breathing patterns, symptom differentiation, breathlessness, rescue breathing techniques, and exercise. Each video has downloadable resources. Five children and four parents wrote blogs to share their experiences. A live online 12-week physiotherapy program was developed on a web-based platform www.beamfeelgood.com called Asthma Kids. Conclusion Co-design enabled partnership working to develop hybrid telehealth physiotherapy services and prototype interventions to support home practice for children with asthma and dysfunctional breathing.

Should face-to-face in-person therapy be preserved for some clients with anxiety? Evaluation of Anxiety UK's psychological therapy services before and during the COVID-19 pandemic.

The COVID-19 pandemic initiated a mass switch to psychological therapy being delivered remotely, including at Anxiety UK, a national mental health charity. Understanding the impact of this forced switch could raise implications for the provision of psychological therapies going forwards. To understand whether the forced switch to remote therapy had any impact on outcomes, and if certain groups should continue to be routinely offered certain delivery modalities in future. Data were available for 2323 individuals who accessed Anxiety UK services between January 2019 and October 2021. Demographic data, baseline and discharge anxiety and depression symptoms, and mode of therapy delivery were available.Regression models were built to model (a) the mode of therapy delivery received pre-pandemic using logistic regression, and (b) outcomes pre- and post-pandemic onset within demographic groups. No statistically significant changes in baseline anxiety symptoms, demographics or outcomes were observed before and after the onset of the COVID-19 pandemic.Pre-pandemic, males were more likely to receive online video therapy than telephone therapy (Relative Risk Ratio (RRR) 1.42, [1.01, 1.99]), while older clients were less likely to receive online video therapy (RRR 0.98, [0.97, 0.99]). However, no differences in outcomes were observed post-pandemic onset within these groups, with only the number of sessions of therapy being a significant predictor of outcomes. Anxiety UK services remained effective throughout the pandemic. We observed no evidence that any demographic group had worse outcomes following the forced switch to remote therapy.