Viewer Engagement Research Articles

Diverticulosis and Diverticulitis on YouTube: Is Popular Information the Most Reliable?

Background Patients utilize online health information to inform their medical decision-making. YouTube is one of the most popular media platforms with abundant health-related resources, yet the quality of the disseminated information remains unclear. This study aims to evaluate the quality and reliability of content pertaining to diverticulosis and diverticulitis on YouTube. Methods One author queried the terms "diverticulosis," "diverticulitis," "acute diverticulitis," and "chronic diverticulitis" on YouTube. The first 50 videos per search were selected for analysis. Duplicates, non-English videos, or procedural content were excluded. Video characteristics including view count, likes, comments, duration, days since upload, view ratio, video power index, and video sources (professional organizations (POs), health information websites (HIWs), and entertainment/independent users (EIUs)) were collected. Videos were scored using the mDISCERN and Global Quality Score (GQS). Results Sixty-four videos were included. DISCERN scores significantly differed between POs (n=20, mean=4.35), HIWs (n=29, mean=2.97), and EIUs (n=15, mean=1.83). GQS also significantly differed between POs (n=20, mean=4.47), HIWs (n=29, mean=3.62), and EIUs (n=15, mean=2.5). Video characteristics significantly differed between groups, with most user engagement seen in EIUs. Conclusion POs and HIWs disseminate higher quality health information about diverticular disease on YouTube. The higher viewer engagement with EIUs is concerning, as these sources were found to have lower quality content. Although YouTube has the capability to provide valuable information on diverticulosis and diverticulitis, enhanced content screening is needed to ensure accuracy and validation.

A visual social semiotic investigation into the popularity of Ronaldo and Messi’s chess photo on Instagram: Implications for new media and audience engagement

This qualitative study adopts a visual social semiotic approach to examine the multifaceted engagement incited by Annie Leibovitz’s photograph portraying Cristiano Ronaldo and Lionel Messi in a contemplative game of chess, ensconced amidst an array of Louis Vuitton merchandise. Through semiotics, mise en scène, and sociolinguistics, we unravel the photograph’s layered significances, employing studium and punctum to dissect viewer engagement. Cognitive linguistics reveals the interplay of myths, metaphors, and metonymy, crafting a narrative that intertwines football, chess, and luxury into potent cultural symbols. The mise en scène theory illuminates the nuanced balance between authenticity and artifice, while sociolinguistic insights bridge visual and linguistic communications for a diverse audience. The photograph, as a convergence of composition, culture, and technology, exemplifies how visual narratives blend these elements to forge connections and evoke responses. This paper aims to contribute to the understanding of digital visual storytelling’s power in shaping cultural dialogues and perceptions, showcasing the role of iconic imagery in the tapestry of social media discourse.

The Interplay of Light and Abstract Art: A New Perspective on Viewer Engagement

This comprehensive study explores the transformative impact of light on abstract art, focusing on how variations in light alter viewer perception and emotional response. By examining the interaction between vibrant acrylic paints and high-gloss resin finishes, this paper reveals how material properties can significantly enhance the depth and emotive power of artworks. Through quantitative and qualitative analyses, including viewer feedback and psychophysical data, this research provides a deeper understanding of the symbiotic relationship between light, material, and viewer engagement in the context of modern abstract art.

Investigating the Effectiveness of Short Form Media Advertisements Compared to Long Form Media Advertisements

The proliferation of short-form video platforms such as Tiktok and Twitter has prompted a major shift in advertising stratagem. Marketers are growing increasingly in favor of short, vertically filmed advertisements in response to a dramatic increase in short-form video media consumption over the last three years. This study explores the comparative effectiveness of short-form advertisements compared to traditional, long-form advertisements. We find that short form advertisements have an advantage over long form advertisements in reach and viewer engagement, proving more effective in our sample of participants than the long form advertisement despite a disadvantage in perceived trust and product relevance. We are able to attribute much of this effectiveness to the relatability, humor, personal touch, and audience-friendly content of short form advertisements. These results underscore a significant transition in the marketing industry, indicating an industrial preference for home-made narrative and individuality over traditional metrics of cinematic polish and trustworthiness.

Constructing Fame: A Phenomenological Study of Online Impression Management among Indonesian TikTok Celebrities

The relevance of social media platforms in our daily lives is intensifying. Social media have become a "showcase" for our life experiences. In addition, they represent a range of dimensions of our status in the virtual and actual social world. These two factors trigger people to construct particular identities to thrive in dual social ecosystems. Subsequently, Tiktok's prominence as a current trending social media platform with a total of 500 million users globally transforms its function from a communication medium to a medium for gaining social capital. This phenomenon notably influences Indonesian society, with people being heavily invested in that platform, and triggered the rise of "influencers" as a popular career choice for the younger generation. Under those circumstances, this phenomenological study explores practical aspects of the identity construction of TikTok influencers on social media. Additionally, the study also analyses the motivations and experiences of the users in constructing their social media identity through impression management to build social capital. Eleven TikTok influencers were involved in this study as the key informants. The findings indicated that TikTok is socially tempting for building the users' social capital because of its high viral opportunity due to randomly generated algorithms. Moreover, the significance of viewer engagement for TikTok influencers compels them to create their most pleasing online impression for the sake of digital popularity. Therefore, popularity is regarded as both a gift and a social pressure.

Affective learning: The role of affect in understanding representations of sexuality in postfeminist television series

This article is a theoretical exploration of the nuanced connections between the notion of affect and representations of sexuality in postfeminist television series. Drawing on gender studies, media studies and affect theory, it addresses the manifestation of postfeminist ideals in popular media and how it shapes the audience's understanding of gender and sexuality, acknowledging the complex negotiation of sexual identities, and emphasising the role of affective experiences in viewer engagement and interpretation of sexual scripts. Contributing to the ongoing dialogue on feminism, media, and affect theory, the study theoretically examines the affective dimensions of postfeminist learning to enhance comprehension of emotional responses to depictions of sex on contemporary television, using the series Fleabag as an illustrative example.

Exploration of TIK TOK's Contribution to the Communication of Huangmei Opera: An Analysis Based on the 5W Model

This study discusses the communication and inheritance of Huangmei Opera on TikTok. Adopting the 5W model comprehensively analyses five aspects: communication subject, content, object, medium, and effect. Huangmei opera, as a part of Chinese traditional opera, faces the challenge of a shrinking audience and market. However, TIK TOK, as a short video platform with wide influence, provides new opportunities for the dissemination of Huangmei opera.The study shows that vloggers at different levels play an important role on TIK TOK, especially high-influence professional actors and theatre troupes, who have effectively promoted Huangmei Opera by leveraging their large fan bases and high-quality content. Medium- to low-impact and emerging vloggers have also attracted a large number of viewers to Huangmei Opera through their diverse and interactive content. The findings show a significant positive correlation between viewers' interactive behaviours (e.g., liking, commenting, sharing) and viewing duration, suggesting that improving content quality and viewer engagement is crucial for communication effectiveness.This paper also explores the features of the TIK TOK, such as fragmented communication, interactive communication, precise pushing and community effect, which help Huangmei opera expand its influence among young audiences. Despite challenges such as differences in content quality and the short attention span of young audiences, the communication effect of Huangmei Opera on TikTok has been significantly improved through cooperation and innovation. The research in this paper provides new perspectives and practical suggestions for the communication strategy of Huangmei Opera in the digital era and further enriches the modern communication path of traditional art.

Exploring the Influence of Viewers Engagement in Live Shopping: A Study on the Impact of Skepticism and Perceived Emotional Value on Purchase Intention

The primary aim of this study is to investigate how viewer engagement during live streaming shopping impacts consumer skepticism, perceived emotional value, and purchase intention. Utilizing the Structural Equation Modeling (SEM) Partial Least Squares (PLS) method, we analyzed survey data gathered from consumers actively involved in the live streaming e-commerce scene in Indonesia. .The research findings indicate significant support for the proposed hypotheses. Viewer engagement is proven to have a positive impact on consumer skepticism levels and significantly contributes to the enhancement of perceived emotional value. However, interesting findings emerge when consumer skepticism levels do not significantly influence their purchase intentions. On the contrary, perceived emotional value has a significant positive impact on purchase intention. Practical implications of this research involve expanding marketing strategies that focus on increasing viewer engagement and providing strong emotional value to encourage consumer purchase intentions during live streaming shopping sessions. This research contributes to the understanding of consumer dynamics in the context of live streaming e-commerce and provides guidance for companies to optimize customer interactions and sales outcomes.

Exploring direct and indirect cultural experiences: a study of global consumers’ Hanbok experience and engagement mediated via YouTube

With the rapid development of technology and media, people’s experiences of other cultures have shifted from direct only to a combination of direct and virtual experiences. This study investigated how global consumers directly and indirectly experience other cultures, mediated by YouTube. It focused on the consumer experience of the Korean traditional costume, the Hanbok. YouTube content focusing on Hanbok experiences was collected to understand the direct Hanbok experiences, while viewers’ reactions to YouTube content (i.e., views, likes, and comments) were collected to understand indirect Hanbok experiences. The analysis involved two steps. First, the latent Dirichlet allocation topic modeling algorithm in Python was used to extract topics from direct and indirect Hanbok experiences. Second, simple regression analysis was conducted using numerical data derived from textual data through linguistic inquiry and word count to examine the relationship between direct Hanbok experiences via YouTube and viewer engagement as an indicator of indirect Hanbok experiences. The results showed that YouTubers’ Hanbok experiences were categorized into seven topics, namely novelty, sensory, daily, cultural, trial, pleasing, and intellectual experiences. Indirect Hanbok experiences were identified based on dimensions of consumer engagement, such as social, cognitive, learning, behavioral, and affective engagement. The regression analysis results revealed that cultural and affective Hanbok experiences significantly impacted consumer engagement. This study expanded the scope of research by exploring indirect cultural experiences mediated by a media platform.

'Black Out Rage Gallon' (aka borg): An investigation of a risky drinking trend on TikTok.

A 'Black Out Rage Gallon' (borg) is a customised, individual alcoholic beverage popularised on TikTok, whereby half the water in a gallon jug is replaced with alcohol (usually spirits), flavourings, electrolytes and caffeine. We investigated the characteristics and portrayal of the emerging alcohol trend associated with the hashtag descriptor #borg on TikTok. We identified highly viewed TikTok videos with the #borg hashtag (n = 103) and conducted a content analysis, capturing viewer engagement ('likes', shares, comments), techniques used, characteristics of featured individuals, and the portrayal of alcohol and risky drinking behaviours. Alcohol was visible in three quarters of the videos analysed (n = 78, average amount of alcohol present 865 mL per borg) and consumed in one third of the videos (n = 34). One quarter of videos (n = 25) promoted alleged benefits of borg consumption compared to other alcohol products or approaches to drinking, yet only nine videos included a warning about potential harms. The borg trend on TikTok may encourage risky drinking, by portraying it in a style that younger viewers are likely to see as fun and entertaining. SO WHAT?: We were able to gain a better understanding of how this potentially health harming activity is represented on a social media platform that is popular with young people. The speedy dissemination of this trend highlights the need to monitor, investigate and counter emerging trends. Concurrently, there is an urgent need for content restrictions to limit the visibility and promotion of risky alcohol consumption on TikTok.

Improving radial lens distortion correction with multi-task learning

With computer vision and machine learning, sports image analysis can enhance viewer engagement and contribute to the overall understanding of sports events. However, beneath the apparent simplicity of sports images lies a complex challenge of radial distortion, which can impede their accurate interpretation. The need for high precision and real-time performance is paramount. We present a new regression-based method for radial distortion correction that improves the accuracy of distortion model coefficient prediction by introducing a secondary learning task that compares the distortion level of two random training samples. The secondary task requires no additional annotation, and because it is also related to radial distortion, it encourages the common feature extractor component to learn more general and robust features while preventing overfitting and improving the efficiency of training data. We have evaluated our proposed method using two public datasets and compared it against five other methods. Our method surpassed them all, both in the accuracy of the radial distortion correction and speed as well. You can find the source code and trained models at https://vgg.fiit.stuba.sk/improving-radial.

Exploring the impact of supercrip portrayal in TV drama: assessing attitude shifts toward people with autism spectrum disorder and intellectual disability

Media’s influence on societal views of disability remains an area of developing understanding. This study scrutinizes how ‘supercrip’ narratives in TV dramas—depictions of individuals with disabilities exhibiting superpowers or conquering challenges—affect public attitudes. Using two different ‘supercrip’ examples and a control, the study explores multidimensional attitude shifts toward individuals with Autism Spectrum Disorder (ASD) and Intellectual Disability (ID) following exposure to ‘supercrip’ portrayals in fiction alongside a control stimulus. While realistic disability narratives did not significantly alter attitudes, responses varied with the disability type. Unrealistic portrayals, though eliciting mixed reactions, notably increased engagement and awareness of disability issues. The study indicates that increased viewer engagement and awareness could lead to nuanced, long-term attitude shifts. Notably, more authentic portrayals of ID did not markedly change attitudes toward ID but influenced cognitive attitudes toward ASD, underlining the complexity of audience responses. Positive disability representations in media can catalyze cognitive attitude shifts, but their broader impact on societal attitudes remains partially understood. This highlights the potential of media portrayals to foster attitude changes through sustained exposure, emphasizing the importance of diverse and thoughtful representations in media.

Characteristics, reliability, and quality of YouTube videos on meralgia paresthetica: a descriptive cross-sectional study.

The purpose of this study was to evaluate YouTube videos on meralgia paresthetica (MP) for reliability, quality, and differences between quality levels. We analyzed 59 videos related to MP. We evaluated several video characteristics, including views, likes, dislikes, duration, and speaker profile. We used view ratio, like ratio, Video Power Index (VPI), Global Quality Scale (GQS), JAMA criteria, and modified DISCERN (mDISCERN) to assess viewer engagement, popularity, educational quality, and reliability. The videos received a total of 4,009,141 views (average 67,951.54), with 25.4% focused on exercise training and 23.7% focused on disease information. Mean scores were mDISCERN 2.4, GQS 2.8, and JAMA 2.1. Physician-led videos had higher mDISCERN scores, while allied health worker-led videos had more views, likes, dislikes, view ratios, and VPI. Poor and high-quality videos differed in views, likes, view ratio, VPI, and duration. Positive correlations existed among mDISCERN, JAMA, and GQS scores, with video duration positively correlated with GQS. The content of YouTube videos discussing diseases significantly influences viewer engagement and popularity. To enhance the availability of valuable content on YouTube, which lacks a peer review process, medical professionals must contribute high-quality educational materials tailored to their target audience.

Myopia information on TikTok: analysis factors that impact video quality and audience engagement

BackgroundTikTok is emerging as a vital platform for health information dissemination. Despite myopia being a global public health issue, the high-quality myopia information shared by health educators often fails to go viral. It is imperative to analyze the factors influencing video quality and popularity, especially from diverse perspectives of researchers, health educators, and audiences.MethodsTikTok myopia-related videos were retrieved using TikTok’s default comprehensive search (DCS) and most liked search (MLS) strategies. Venn diagrams were employed to illustrate the relationships and commonalities between the two strategies across four sample sizes (top 200, 150, 100, and 50). Video metadata, including details such as creator information, production properties, upload time, video duration, and viewer engagement, were collected. Video quality was assessed using the DISCERN tool. Video content covering six aspects of myopia were evaluated. The impact of search strategies, video sample sizes, production properties, and myopia content on video quality and audience engagement was analyzed through single-factor or multi-factor analysis.ResultsDCS and MLS retrieval strategies, as well as varying sample sizes, resulted in differences in audience engagement for myopia videos (P < 0.039), while The DISCERN quality scores remained comparable (P > 0.221). Videos published by healthcare professionals (HCPs) and non-profit organizations (NPOs) were associated with high-quality (P ≤ 0.014) but comparatively lower popularity (P < 0.033). Videos that reported contents of risk factors, management, and outcomes showed high popularity (P < 0.018), while longer video duration (> 60s) exhibited the opposite trend (P < 0.032). Content on myopia evaluation (P ≤ 0.001) and management (P ≤ 0.022) and video duration were positively correlated with higher DISCERN quality.ConclusionVideos created by HCPs and NPOs deserve greater attention. Rather than pursuing entertaining effects, professional educators should emphasize producing concise, and high-quality myopia content that readily resonates with the audience and has the potential to go viral on the platform.

Antecedents of Viewers Engagement

The purpose of this study is to analyze the antecedents of viewers engagement from social media influencers specifically in relation to YouTube channels, which include feelings of escape, self-improvement, fun, glamourous, connectivity from the audience as well as Overall Perceived image of the influencer. The sample design used in this research is non-probability sampling with purposive sampling technique. The processed data came from 280 respondents and then the data was analyzed using the Structural Equation Modeling (SEM) method. The results of this study indicate that there is a positive influence of escape on fun, there is a positive influence of self improvement on fun, glamorous and connectivity, there is also a positive influence of fun, glamorous and connectivity on overall perceived image and there is a positive influence of overall perceived image on viewers engagement. Likewise, this study found that there is no positive effect of escape on glamorous and connectivity. In general, the results of this study show that fun, glamorous and connectivity, and overall perceived image are important factors that influence viewers engagement. Content that has a positive, authentic and informative overall image tends to attract more attention and is easily understood by viewers. Suggestions for future research, researchers can conduct research on Indonesian youtuber objects that are not included in this study and overseas youtuber objects. and can also conduct research on the impact of escape and self improvement on viewers engagement by adding job occupation variables as moderators.

Impact of social media advertising features on Vietnamese gen z’s online shopping intentions

The growing use of social media has fundamentally transformed the advertising landscape, particularly among youngsters. Understanding the elements that drive online purchase intentions is critical for firms catering to this population. The purpose of this research is to study the impact of social media advertising features on Vietnamese GenZ’s online shopping intentions. (Which examines the theories of source informativeness (INF), Interactivity (INT), Interesting (IR), Viral (VR), Credibility (CRE), Entertainment (ENT) and builds structural models (SEM) with high accuracy.An online survey evaluated the impact of social media advertising features on Vietnamese GenZ’s online shopping intentions. The minimum sample size for this study will be 197 (n=197) by using Google Form. Through the data, CFA and SEM will be conducted by using AMOS software and SPSS. Reliability statistics of the scale will be conducted by using Cronbach's Alpha, EFA and CFA. The result showed that viral advertising significantly impacts consumer behavior by enhancing interest, credibility, and purchasing decisions through widespread content sharing, which increases trust and perceived product quality. The strong interaction between informativeness, virality, and viewer engagement, with virality having the most substantial effect, highlights its critical role in influencing purchase decisions and customer engagement.

An empirical analysis of the impacts of live chat social interactions in live streaming commerce: A topic modeling approach

The popularity of live streaming is driving the emergence of a new business model, known as live streaming commerce (LSC). The live chat service serves as a key indicator of viewer engagement in LSC shows, differentiating LSC significantly from traditional e-commerce. In this paper, we collect a rich live streaming dataset and identify two categories of social interactions behind live chat: transaction-oriented and relationship-oriented. Broadcasters and viewers in the transaction-oriented category focus on products and transactions and tend to communicate with non-emotional words in live chats. In contrast, broadcasters and viewers might treat each other as friends and are more likely to post emotional words in the relationship-oriented category. Our econometric model shows a curvilinear association between relationship-oriented social interactions and viewer purchase behaviors. The empirical analysis indicates that to achieve higher sales, LSC broadcasters should make relationship-oriented social interactions in live chat account for 58.64% of the probabilities. We discuss the implications of heterogeneous social interaction strategies across different broadcasters.

Research on Analysis and Optimization Strategies of Empresses in the Palace

This research delves into the intricacies of marketing strategies employed for the Chinese historical drama series “Empresses in the Palace." This study reveals vital insights through a comprehensive analysis of the existing marketing approaches and the unique challenges the historical drama genre poses. The “Empresses in the Palace” marketing strategies demonstrated innovation and creativity against intense competition within the historical drama landscape. Bridging the historical-contemporary gap and sustaining viewer engagement emerged as prominent challenges. This research has proposed various strategies tailored to address these challenges effectively. These strategies encompass diversified trailers, interactive engagement initiatives, and the integration of augmented reality experiences, aiming to optimize marketing endeavors. They seek to captivate contemporary audiences and maintain their interest throughout the series. The significance of the findings extends beyond this singular case, offering valuable lessons for historical drama marketing and its broader implications for the entertainment industry. This research recognizes the need for ongoing adaptation and innovation in engaging audiences with captivating historical narratives.

A corpus-based approach to the reception of Chinese television dramas streamed overseas

In recent years, the state government of China has vigorously supported the export of cultural projects. As the carrier of cultural output, television dramas carry important missions of cultural communication. In the age of convergence when the practice of watching television involves more viewer engagement, audience reception investigates how audiences may engage in a broad range of interactive experiences and activities. This paper focuses on the reception of Chinese television dramas streamed overseas on two prominent video streaming sites, YouTube and Rakuten Viki. Adopting a corpus-based approach, it first identifies the top ten most popular Chinese television dramas on the two sites. Subsequently, user-generated reviews and comments for the selected dramas are collected, and a corpus analysis is conducted on the data derived from the two platforms. The findings reveal that a) viewers exhibit a notable preference for Chinese contemporary dramas, and in particular, modern romance dramas; b) the predominant concerns underlying the reception of Chinese television dramas revolve around storylines, actors/characters and subtitles; c) reviews and comments related to subtitling can be categorized into distinct themes, which reveal the major concerns of international viewership. Through the investigation, this paper attempts to promote the translation and reception of Chinese television dramas and expand the export market of Chinese productions.

A Study on Video Thumbnails Design Attributes and Their Influence to the Outcome of the Video

In the evolving landscape of user-generated content (UGC) platforms, where videos have become a preferred mode of entertainment and information consumption, the importance of thumbnails in attracting viewers cannot be overstated. This study delves into the intricate relationship between thumbnail design and video success, focusing on the Chinese UGC platform RED. Specifically, the research examines the thumbnails of @Amber Lulu, a vlogger with a consistent style of video and thumbnails. Analyzing a data sample of 30 videos within the "day in my life vlog" category, the study categorizes thumbnails based on three design elements: emphasis on one person vs. a group, two lines of title vs. one line, and a close vs. far background. The results reveal significant correlations between thumbnail design and video metrics, notably emphasizing the positive impact of a distant background, an emphasis on one person, and the use of two lines of heading. Drawing from communication theories such as visual hierarchy, cognitive load theory, and the effect of image characteristics, the study provides valuable insights for content creators seeking to optimize their thumbnails for increased engagement. This research contributes to a nuanced understanding of the role thumbnails play in viewer engagement on UGC platforms, offering practical advice for content creators to design more visually appealing thumbnails for their videos.