YouTube Users Research Articles

Users’ experience with health-related content on YouTube: an exploratory study

BackgroundThis study focuses on health-related content (HRC) on YouTube and addresses the issue of misinformation on this platform. While previous research centered on content evaluations by experts, this study takes a user-centered approach and aims to explore users’ experiences with and perceptions of HRC videos and to establish links between these perceptions and some socio-demographic characteristics including age, gender, profession, and educational level.MethodsA quantitative research design was used in the study. 3,000 YouTube users responded to a 35-item anonymous questionnaire to collect information about the content they watch toward decision-making, their perceptions of the usefulness and bias of this content, what they identify as quality indicators for HRC, and what they recommend to improve the quality of such content on YouTube. The data were analyzed using descriptive statistics, frequency, and correlation analyses.ResultsThe results reveal that 87.6 percent (n=2630) of the participants watch HRC on YouTube, and 84.7 percent (n=2542) make decisions based on what they watch. Exercise and bodybuilding videos are the most popular, with over half of the participants watching them. 40 percent of the users watch YouTube videos to decide whether to consult a doctor or adopt specific health-related practices. In contrast to evaluations by experts in previous studies, most respondents perceive HRC videos on YouTube as useful and do not find connections between video quality and surface features like the number of views and likes. Weak or no correlations were observed between the perceived usefulness of HRC videos and age, gender, profession, or educational level. Participants’ recommendations for enhancing HRC quality align with previous research findings.ConclusionsUsers turn to YouTube not only for health information but also as a decision-making tool. Combined with their generally positive attitudes towards content quality on this platform, this can have significant consequences for their health. Follow-up studies are needed to get more insights into decision-making behaviors and how users assess their decisions in retrospect.

The effect of excessive social networking sites on credit overuse behavior through money trust, money anxiety, and money power

The development of social media technology has an impact on the welfare of users but has side effects on communication and behavior when used excessively. Excessive use of social networking sites impacts user behavior in obtaining fast information and sharing information with other users to show their strengths as a personal profile. Data was collected on young adults who made purchases on credit with pay letters as many as 210 users of social media Twitter, Facebook, and YouTube. The analysis used in the study used Partial Least Square version 4. The research data was obtained by distributing questionnaires via Google Forms. The study results show that excessive SNS use influences money attitudes, including money anxiety, trust, and power. The money trust that users have has an impact on money power. Money attitude affects credit application PayLater overuse behavior. The results showed that money trust did not impact increasing credit application PayLater overuse behavior, while money power and money anxiety influenced credit application PayLater overuse behavior. Research makes a practical contribution for SNS users to continue using it reflectively, so it does not interfere with work activities, family relationships, and the responsible use of money. The theoretical contribution enriches the theory of money behavior, e-payment, and money attitude using social media.

Factors Influencing Ad Abstinence Behaviors of YouTube Viewers: A Study on the Students of University of Barishal

Online advertising has expanded quickly in the modern era to draw in a large number of targeted consumers. One of the most widely used venues for marketers and advertisers to promote their brands, goods, or services is YouTube. However, because most consumers prefer to ignore or bypass YouTube commercials, some are seen to be inefficient in influencing consumer purchase behavior. Therefore, the purpose of this study is to identify the variables affecting YouTube users' ad abstention behavior. It talked about the six criteria used in YouTube advertisements, which were disturbing, incredulity of ad message, ad clutter, time consuming, perceived unnecessariness, and interruptive to work. This study used an online survey and quantitative research methods to examine the problem statement with the goal of comprehending an individual's viewpoints. 140 individuals who have first-hand experience with YouTube streaming provided the data. The analysis of the collected data was done with SPSS version 22. Among the statistical techniques used were multiple regression analysis, correlation, reliability analysis, descriptive statistics, and hypothesis testing. The results demonstrated that all the six factors have a significant impact on the ad abstention behavior of YouTube viewers. Disturbance, time consumption, work interruption, ad clutter and perceived unnecessariness are thought to be the principal factors that should be taken into account when evaluating the effectiveness of YouTube commercials. The study's conclusions are important from a theoretical and practical standpoint.

"YOUTUBE DOESN'T CARE ABOUT CREATORS": HOW YOUTUBERS USE THE PLATFORM TO PROMOTE ACCOUNTABILITY

Unsatisfied with the black-boxing of algorithmic governance and platform governance on YouTube more generally, creators have begun to seek accountability through other means, deploying their skills, audiences, and situated knowledge to investigate the platform’s operations. This paper examines a phenomenon we term $2 , or the use of publicity via content creation to reveal failures, oversights, or harmful policies on a platform. We analyzed 250 videos featuring issues of platform accountability following a grounded theory approach. Our results revealed that most videos calling out the platform took the form of vlogs that were negative in tone towards YouTube, or a mix of negative and positive. YouTube itself was the actor most targeted for accountability, but automated systems, other creators, YouTube employees, and even former YouTube CEO Susan Wojcicki were all prominently cited. Most complaints were aimed at YouTube’s policies, lack of communication, or perceived bias against creators of certain demographics or who made undesirable types of content. Claims of censorship were also prominent, as were frustrations with YouTube’s appeals process and the cultural disconnect between YouTube users and YouTube corporate. Publicizing problems with the platform in a way that draws attention from audiences, news media, and fellow creators represents one of the most important ways YouTubers can participate in platform governance. Our study outlines the primary methods they use to do so and the reasons that motivate them to engage in user-generated accountability.

The Role of Consumer Speech Acts in Brand Activism: A Transformative Advertising Perspective

Transformative advertising research (TAR) suggests examining advertising’s transformational possibilities via the interactions between institutional actors at each marketing level to gauge its effect on society. We employ rhetorical institutionalism as a lens to examine the online speech acts of consumers as they respond to a brand activism campaign focusing on an environmental problem. Our data take the form of written comments by YouTube users and employ a research design using automated text analysis and qualitative thematic data analysis. Our contributions to TAR are threefold. First, we offer a preliminary conceptualization of the role of consumer language as rhetorical institutional work to advance TAR scholars and practitioners’ insight. Second, we highlight the role of linguistic tone and clout in giving speakers agency through which consumers as institutional actors create, maintain, and disrupt institutional logics and practices. Finally, we develop a tripartite classification of consumer speech acts used to support brand activism. We label these activist warriors, brand champions, and conscious consumers as typologies that deepen understanding of how consumers’ online speech may amplify brand activism, thereby contributing to advertising’s transformative outcomes. We conclude by outlining important managerial implications including how practitioners can adopt the tripartite classification to enhance brand activism campaigns.

Key challenges in using automatic dubbing to translate educational YouTube videos

The dubbing industry has been particularly concerned with how to cope with the higher demand in dubbing experienced over the past few years. Media companies have invested in Artificial Intelligence, with significant developments on automatic dubbing spearheaded by companies like Google (Kottahachchi & Abeysinghe, 2022), Amazon (Federico et al., 2020; Lakew et al., 2021) or AppTek (Di Gangi et al., 2022). These organisations have clearly seen the potential in automatic dubbing, understood as the combination of automatic speech recognition, machine translation and text to speech technologies to automatically replace the audio track of an original audiovisual text with synthetic speech in a different language, taking into consideration relevant synchronies. Against this backdrop, this article sets out to: 1) provide an overview of automatic dubbing in the current mediascape and to contextualise this practice accordingly; and 2) to identify some of the main challenges of its implementation, especially as regards the integration of MT and speech synthesis in the dubbing workflow. To this end, the performance of the tool Aloud will be evaluated, by analysing the videos currently available in the Spanish version of the YouTube Channel Amoeba Sisters, which have been dubbed using this tool. The evaluation will focus on the issues highlighted by YouTube users in their comments on this YouTube channel, which include naturalness and accuracy. Special attention will be paid to the use of synthetic voices, which are heavily criticised by users. However, they also highlight the usefulness of automatic dubbing for students interested in biology-related topics who are not fluent in English, in line with the original intent of the tool developers of increasing accessibility.

The Role of Social Network Brand Personality in a Consumer-Brand Relational Model

Purpose: This research employs Aaker’s brand personality framework to explore the interrelationships between social network platform brand personality and attitude, motivations, behavioural intention, and behaviour. Design/methodology/approach: Quantitative data were collected from three samples of social network (Facebook, LinkedIn, and YouTube) users via online self-administered surveys. Structural equation modelling was used to test the hypotheses. Findings: The results showed that some personality traits positively relate to attitudes (excitement for Facebook and LinkedIn; sincerity for YouTube). Excitement was positively related to all motivations for Facebook and LinkedIn and one for YouTube. Practical implications: The paper provides insights into how social network users perceive the brand personality of social network platforms. Originality/value: The paper brings new insights into social networks as brands, contributing new knowledge into the role of brand personality in the social media realm. It further demonstrates how brand personality facilitates consumer-brand relationships and user behaviour. A South African view is provided, contributing to the limited work from an African view.

Friend or Foe? A mixed method analysis of YouTube users’ replies to top comments of femvertising

PurposeThis study aims to investigate replies to the top 10 comments under Always “Like a Girl” YouTube femvertising video to gauge consumers’ responses regarding femvertising as well as relationships among commenters.Design/methodology/approachThis study adopted a mixed research methods design. A user analysis and a qualitative content analysis were conducted to examine the replies of the top 10 comments with the most replies to reveal not only the topics but also relationships and patterns among those comments and commenters.FindingsThe user analysis found that across all the 10 comment-and-reply units, in 8 units, the user of the original primary comment, the conversation starter, was also the user who was targeted most often. The qualitative content analysis revealed four themes from the 10 comment-and-reply units: multilayered emotional responses, a gendered society, complex coexisting relationships and a melting pot.Research limitations/implicationsThe findings of this research offer significant extensions to the understanding of public sphere theory within the contemporary digital media landscape. By analyzing the nature of replies to digital advertisements, the study illuminates how various types of user engagement–whether it be inquiry, laudation, debate, or flame–play a critical role in shaping the digital public sphere.Practical implicationsThe study underscores the importance for marketers to scrutinize both comments and replies to effectively utilize femvertising on social media, particularly YouTube. By understanding the emotional dynamics of user interactions, marketers can craft strategies that evoke positive responses and mitigate negative ones. Engaging with users who are open to changing their views or mediating discussions can also be beneficial, as can the use of AI tools to maintain focus on the content rather than on individual commenters. Such approaches can enhance the perception of femvertising campaigns and foster a more constructive dialogue within the social media space.Originality/valueThis study contributes to the literature by investigating the replies of comments, interactions, relationships and patterns among YouTube commenters that may generate valuable insights for advertisers and marketers to be aware of the possible issues and monitor the sentiment of commentaries, thus, developing effective strategies to better connect with consumers. This extends the understanding of public sphere theory in the contemporary digital media landscape.

The YouTube-induced sequential categorization of the topical device of Amber Heard’s “lies”: an ethnomethodological forensic-linguistic perspective

Abstract The present study seeks to untangle the courtroom trial’s sequential categorization of the topical device of Amber Heard’s ‘lies’ as YouTubed by the Daily Mail. Towards this end, the study develops and utilizes a synergetic approach of the ethnomethodological method of membership categorization analysis (MCA), the reconsidered model, the forensic-linguistics model of analysing courtroom trials, and translanguaging emoji pattern analysis. The following hypothesis has been tested: YouTube-mediated courtroom trials can publicly bring out an emergent digital genre with a special kind of translocal participatory engagement of trial participants, YouTube creators, and YouTube users. Towards proving the foregoing hypothesis, three sets of YouTube-video data have been investigated. The analysis has proven the study’s hypothesis with three findings ensuing. First, a new digital genre of trial emerged with the shift from the local setting of courtroom to the translocal/global setting of YouTube. Second, the YouTube translocal affordances have enabled a situated membership categorization of Heard as a lying defendant and Vasquez as a heroic lawyer. Third, a set of morally contrastive devices have been detected through the metadiscursive practices of enabling the internet/video and video-moment reporting and quoting as well as the translanguaging practice of emoji assignment by YouTube users.

Stereotyping and biased language in online environments: Misconceptions, decontextualization, and identity projections

Stereotypes are overgeneralized assumptions about different groups of people based on their nationality, ethnicity, gender, race, religion, or other social categories. This study examines the role of context in stereotypes found on online media. In particular, the study focuses on stereotypes of the Lebanese and Saudi people by examining the reactions of YouTube users to 30 YouTube videos. Ten of these videos present Lebanese and Saudi individuals positively, 10 neutrally, and 10 negatively. The data was collected from YouTube users’ comments on these 30 videos and analyzed mainly by identifying common themes and patterns. The findings showed that stereotypes were virtually absent in the YouTube users’ comments on the positive and neutral videos. However, they were prevalent on the negative videos. Most of the stereotypes found in the data were factually inaccurate, reductionistic, or decontextualized in nature. Only a few seemed to be based on real-life experiences or actual encounters with Lebanese or Saudi people. Overall, the findings suggest that, although some may be based on real-life experiences, stereotypes are often emotionally triggered and represent an overreaction to context-specific narratives, events, or actions. The findings will be discussed in terms of identity dynamics in the Arab World.

Local Viewer Preferences for Video Reaction Content About Indonesia by Creators on YouTube

Indonesia has about 127 million active YouTube users, equivalent to 21,42% of the platform’s worldwide market share. This is certainly an ample opportunity for YouTube video creators to reach huge viewers of Indonesians. One of the content formats often used by creators to gain the attention of local audiences is the reaction content format. By reacting to viral content, it is easier to get exposure from viewers. This study aims to determine the local viewer preferences for reaction content influenced by the type of reacted content, video attributes of reaction content, self-impression of authentic videos that are given reactions, and the creator’s characteristics and behavior. To support the research findings, 109 active students of FEB UNPAD in 2022/2023 were involved as respondents. Based on the descriptive and inferential analysis results executed by the software IBM SPSS Statistics 29.0., each independent variable positively impacts the viewer's interest in watching reaction content, proved by both t and F statistic significances.

Evaluation of the Quality and Comprehensiveness of YouTube Videos Discussing Pancreatic Cancer.

Pancreatic cancer is one of the most lethal diseases worldwide and incidence continues to rise, resulting in increased deaths each year. In the modern era, patients often turn to online sources like YouTube for information regarding their disease, which may be subject to a high degree of bias and misinformation; previous analyses have demonstrated low quality of other cancer-related YouTube videos. Thus, we sought to determine if patients can rely on educational YouTube videos for accurate and comprehensive information about pancreatic cancer diagnosis and treatment.We designed a search query and inclusion/exclusion criteria based on published studies evaluating YouTube user tendencies, which were used to identify videos most likely watched by patients. Videos were evaluated based on two well-known criteria, the DISCERN and JAMA tools, as well as a tool published by Sahin et al. to evaluate the comprehensiveness of YouTube videos. Statistical analyses were performed using Chi-square analysis to compare categorical variables. We used linear regression to assess for correlations between quantitative variables. Kruskal-Wallis and independent samples t-test were used to compare means between groups. We assessed inter-rater reliability using Cronbach's alpha.After the initial search query, 39 videos were retrieved that met inclusion criteria. The comprehensiveness and quality of these materials was generally low to moderate, with only 7 videos being considered comprehensive. Pearson's R demonstrated strong correlations between video length and both comprehensiveness and quality. Higher-quality videos also tended to be newer.YouTube videos regarding pancreatic cancer are generally of low to moderate quality and lack comprehensiveness, which could affect patients' perceptions of their disease or understanding of treatment options. These videos, which have collectively been viewed over 6 million times, should be subject to some form of expert review before upload, and producers of this content should consider citing the sources used in the video.

Russian-Language Media of YouTube: Trends of the “Fifth Power” in 2021

Purpose. Compared to 800 million users in 2012, global YouTube reached over 2 billion monthly active users in 2021. Just over a quarter of the world’s population visits YouTube every month. Worldwide, users watch over 1 billion hours of content every day. Russia is in the top five countries in 2021 in terms of the total estimated number of YouTube users – 58 million. According to Why Video, over 65 % of viewers perceive YouTube content as real life. Daily statistics show the scale of YouTube and it becomes clear that this is not just social media and video hosting, but a full-fledged “fifth power”. Results. Based on the analysis of 127 Russian-language media YouTube channels conducted in the fall-winter of 2021, as well as on expert interviews and monitoring of sociological research, the authors are trying to determine the vectors of development of the enormously popular platform.Conclusion. YouTube and audiovisual networks are becoming not only a means of procrastinating and entertaining viewers, but also an informational and educational source. Social media, and in particular YouTube, have established their own full-fledged media space with their own laws, trends, culture, fashion, etc. Most YouTubers create a completely competitive product without large-scale professional, especially television, production facilities, while their audience is many times greater than the television one. They re-invent journalistic genres that seem outdated on television and radio, raising hype about them. They earn money with the help of not only the YouTube platform but also advertising integrations. YouTubers grew into powerful media, developing a personal brand, choosing the most comfortable social media platforms for themselves, and successfully mastering new ones.

The Effect of the Windah Basudara Youtube Channel on Fulfilling Game Information Needs

Social media is currently widely used by internet users in Indonesia as a means to find information needs. The social media platform that is most in demand by the public today is Youtube. Youtube provides various types of content that are presented independently by content creators or referred to as YouTubers. One of the content on Youtube is entertainment content in the form of game content. Apart from being entertainment content, game content can also make many Youtube users obtain information about games. Currently, there are many Youtubers who create this content, one of the big Youtuber names that is well known to the public is Windah Basudara. This study aims to determine whether Windah Basudara's Youtube channel has an effect on fulfilling game information needs. The research method used in this research is quantitative descriptive, the sample used is Youtube subscribers Windah Basudara as many as 100 respondents by carrying out a normality test, simple linear regression analysis, correlation coefficient test, coefficient of determination test, and hypothesis testing. This study found that Windah Basudara's Youtube channel variable has a positive and significant influence on fulfilling game information needs. The Windah Basudara Youtube Channel has an influence on fulfilling the game information needs of its subscribers with a percentage of 78.7%, and the remaining 21.3% is influenced by other factors not examined in this study.

Ekonomi Politik Media Dalam YouTube Sebagai Ruang Publik Komunikasi Pariwisata Jawa Barat

The emergence of social media youtube with its practical, informative and efficient nature makes many people love it today. YouTube social media has many benefits, such as to search for movies, listen to music, watch the latest videos, and others. This study aims to explore the use of youtube according to the perspective of media political economy and Jurgen Habermas's thoughts on public sphere. Through a tourism communication approach, this research is included in the type of qualitative research with a discourse analysis research method based on storytelling video impressions produced by Kompas Daily entitled "Hidden Paradise in the South of West Java" as a recommendation for tourist attractions in West Java besides Bandung and Puncak. The results showed that the study of the political economy of media on YouTube platform explained that YouTube media companies are run to satisfy the needs and desires to obtain a variety of information for audiences and advertisers with available resources. The existence of social relations in the field of communication in YouTube media can obscure economic relations that reflect the pattern of greater digital capitalist development. Through the understanding of YouTube media as a public sphere, the conclusion of the study shows that YouTube users have consciously or unconsciously become "employees" for the YouTube media industry by becoming prosumers who are able to produce media content by sending video posts, showing likes or dislikes, commenting and making links when they become consumers on their social media.

The Effect of Homophily and Expertise on Purchase Intention Luxury Cars on Youtube Platform Users

Social Media influencer is one of the primary keys in the advertising industry, which provides more impetus to increase consumers' sense of homophily towards brands. This is assisted by the level of expertise possessed by SMI, which is in accordance with the brand identity and elements owned by the brand. The level of homophily and expertise can increase image satisfaction and advertising trust in building a sense of emotional connection and shared values between consumers and brands. This interpersonal feeling can be interpreted as a self-brand connection where consumers with a high sense of connection will increase the consumer's desire to buy and feel the benefits provided by product consumption emotionally or practically. This research focuses on the luxury car industry, which is often promoted through social media influencers on the YouTube platform. The use of the YouTube platform has the right features to provide information through audio, visuals, and also the right duration in promoting luxury cars. Respondents who were targeted using non-probability sampling also had specific criteria where Respondents were Youtube users who had watched automotive YouTuber content and recognized SMI luxury cars on Youtube.

Dakwah Argumentatif Gus Muwafiq Pada Channel Youtube Santri Nusantara

In general, language as a means of public communication is usually used by a certain group of people who are included in the language community. Language community are those who feel they have and use the same language. Community members have different backgrounds and social statuses. For example, there are differences in work, education, and so on. As a result of these differences there are language variations. This study aims to describe the forms of 1) idiolect variations, 2) dialect variations, 3) register variations, and 4) code switching variations carried out by K.H. Ahmad Muwafid. In today's digital era, humans are able to think quickly and instantly, modern humans now rely on the internet to fulfill their curiosity. Likewise, to hone knowledge that is broad and unlimited, now there is and can be accessed 24 hours on the internet, one of which is Youtube. Youtube is a website that provides various kinds of videos ranging from video clips to movies, as well as videos made by YouTube users themselves. On YouTube, many people express their ideas and opinions on various things, ranging from discussing the same things to discussing all existing things, both fiction and non-fiction. This is the same as what was conveyed by Ahmad Muwafiq or better known as Gus Muwafiq in one of his studies via the Gus Muwafiq Official YouTube channel. There, Gus Muwaffiq gave an in-depth study of the history of the arrival of Islam in the archipelago, with a number of things and customs that are still widely practiced by Muslims, of course, in a language that is also easy to understand.

A COMPARATIVE EVALUATION OF URDU AND ENGLISH ANIMATED NURSERY RHYMES USING NEUMANN’S AND HERODOTOU EVALUATION RUBRIC

YouTube has fast become a pastime and source of info-cum-entertainment in Pakistan, winning it the ninth rank amongst countries with the most YouTube users. Parents allow children as young as ninth months old and onwards to watch YouTube for cartoons and rhymes, with oversight on children's screen-watch. The current study aims to assess whether Neumann's and Herodotus’ YouTube video evaluation rubric can be applied to YouTube nursery rhymes in other languages to evaluate the edutainment elements. The original 17-pointer rubric was extended to 21-pointers to compare age-appropriateness, content quality, design features, and learning objectives of famous Urdu and English animated nursery rhymes. The results show that Urdu rhymes videos are better in terms of age appropriateness, content quality, design features and learning objectives. Hence, they effectively contribute to children's socio-cultural and linguistic development

유튜브 관광콘텐츠 특성이 몽골인의 관광지 선택에 미치는 영향

Purpose - This study aims to determine whether four characteristics of tourism content on YouTube (i.e., entertainment; credibility; diversity; and informativeness) influence tourists' destination choices. Design/methodology/approach - A total of 201 Koreans and Mongolians who use YouTube were surveyed in the research. Validity and reliability, correlation, and regression analyze were performed in SPSS 29.0. Findings - As a result of the study, it was found that the features of YouTube tourism content, such as entertainment, credibility, and diversity, have a positive effect on tourists' choice of destination. Also, it was found that there is no difference in the perception of tourism content features between Korean and Mongolian YouTube users and it is not statistically significant. Research implications or Originality - Tourists' YouTube content shows that YouTube features such as entertainment, variety, and trustworthiness, influencing tourists' travel destination choices. The limitations of this study and suggestions for future research were discussed.

Pengembangan Media Video Tutorial Zero Waste Pattern Blus Banesa Melalui YouTube

Textile production waste is the largest waste contributor. With the innovation of the zero waste pattern, it can reduce waste from textile production. YouTube is a very interesting platform so that with an educational video tutorial on making the zero waste pattern blouse with banesa batik, it can direct YouTube users to wear clothes that have minimal waste processing. The purpose of this study was to find out 1) the validity level of the tutorial video for making zero waste pattern blouses using Unesa batik basic materials 2) to find out the response of YouTube users to the video tutorial for making zero waste pattern blouses using Unesa batik basic materials. The research method used is research and development (Research and Development) with the ADDIE development model. The data collection technique in this study used the validity test method to determine the validity level of the video tutorial on making zero waste pattern blouses using Unesa batik as the basic material. Based on data analysis techniques, the results showed that 1) the level of validity reviewed by material experts scored 76.92% and by media experts it was 85% with an average of 81% included in the "very feasible" category 2) response YouTube users get an average value of 82.5% from 50 YouTube user respondents. Thus, it can be concluded that the tutorial video for making zero waste pattern blouse patterns using Unesa batik as the basic material is "very feasible" to be used as media and gets a "very good" response from YouTube users.