37 0

Investigating Antecedents of Consumers Video-sharing Behavior on Social Media

Title
Investigating Antecedents of Consumers Video-sharing Behavior on Social Media
Author
백현미
Keywords
video; video-sharing social media; engagement; viewer engagement; video content; hedonic; utilitarian; antecedents of video-sharing behaviour; video-sharing behaviour; YouTube
Issue Date
2017-05
Publisher
Inderscience Enterprises Ltd.
Citation
International Journal of Internet Marketing and Advertising, v. 11, No. 2, Page. 83-102
Abstract
With the development of information technology, video-sharing social media emerges as a multimedia consumption and distribution channel among consumers. As sharing and recommendation behaviour by consumers makes significant influence among consumers, academic researchers and practitioners pay attention to antecedents of consumers' sharing behaviour on social media. However, in spite of proliferation of social media, there has been limited research on motivations and antecedents of consumers' video-sharing behaviour. From the perspectives of both viewer engagement and video contents, this research analyses 841 videos in music, movie and education channels on YouTube, which were publicised from July to October 2014. In terms of viewer engagement, we find out that average watching time, the number of comments and the ratio of like counts are positively related with the number of sharing videos. Also, we reveal that in terms of video contents, hedonic videos are more likely to be shared than utilitarian videos.
URI
https://repository.hanyang.ac.kr/handle/20.500.11754/128445http://www.inderscience.com/offer.php?id=84077
ISSN
1477-5212; 1741-8100
DOI
10.1504/IJIMA.2017.084077
Appears in Collections:
COLLEGE OF COMMUNICATION[E](언론정보대학) > INFORMATION SOCIOLOGY(정보사회학과) > Articles
Files in This Item:
There are no files associated with this item.
Export
RIS (EndNote)
XLS (Excel)
XML


qrcode

Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.

BROWSE