Behind the Scenes: Exploring Context and Audience Engagement Behaviors in YouTube Vlogs

Zhang, Hantian

doi:10.1007/978-3-031-05061-9_17

Cited by 7 publications

(4 citation statements)

References 37 publications

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“…Previous research uncovered creators' behaviors for audience engagement on YouTube including the use of comment sections for participation [11][12][13] and fulfilling viewers' needs of seeking information [14] by, for example, using descriptions on YouTube. Our research added to those studies and found that YouTubers also try to utilize similar features on Bilibili when cross-posting to engage their viewers.…”

Section: Discussionmentioning

confidence: 99%

Multi-platform Distribution of Video Content: An Analysis of Video Content Cross-Posted by YouTubers on Bilibili

Zhang

Scheibe

2023

Communications in Computer and Information Science

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Among YouTube content creators from the Western culture, it is becoming more and more present to upload their YouTube content on the Chinese video-sharing platform Bilibili. YouTubers may adjust their video content and uploading strategies when cross-posting to Bilibili. However, research on the cross-posting behavior of YouTube creators between YouTube and Bilibili by YouTube creators is lacking but will give insights into platform-specific practices. In this work-in-progress paper a qualitative content analysis is performed, to compare video content cross-posted from YouTube to Bilibili by the same creators, their uploading behaviors and the utilization of user interface features associated with the videos. Results show adjustments of video content, especially regarding textual elements and outro design. All in all, adjustments to content and platform-exclusive content uploaded are targeted at Chinese viewers, who represent a potentially large audience group on Bilibili with a different cultural background, extending their audience base. The present research is an initial step to form a contribution to the literature that seeks to understand the role of culture and platform affordances played in multi-platform content distribution, specifically in the Chinese-Western context.

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Section: Discussionmentioning

confidence: 99%

Multi-platform Distribution of Video Content: An Analysis of Video Content Cross-Posted by YouTubers on Bilibili

Zhang

Scheibe

2023

Communications in Computer and Information Science

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“…Policymakers and businesses can nudge consumers toward energy-efficient choices by employing interventions informed by behavioral economics, such as financial incentives and real-time energy usage data. Y. Zhang et al [44] delve into the issue of energy consumption and its impact on environmental challenges, highlighting the willingness of consumers to pay a premium for energy-saving appliances. Their study identifies key factors influencing consumer attitudes, perceived quality, price, and emotional and environmental values, shedding light on strategies to promote the adoption of energy-saving appliances.…”

Section: Literature Reviewmentioning

confidence: 99%

Energy Labels and Consumer Attitudes: A Study among University Staff

Durmus Senyapar,

Duzgun,

Boran

2024

Sustainability

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This study investigates energy label awareness among Gazi University staff, exploring the influence of demographic factors on attitudes and perceptions. Using the Theory of Planned Behavior (TPB), the research examines individual attitudes, subjective norms, and perceived behavioral control in shaping energy efficiency awareness. A cross-sectional survey of academic and administrative staff reveals significant differences in awareness across demographic groups. Gender-specific variations in attitudes towards energy-efficient products are evident, with the greatest difference observed between female (M = 3.93, SD = 1.16) and male staff (M = 3.58, SD = 1.30) on Capacity (I-11) (Z = −2.805, p = 0.005 < 0.05). Education level also significantly influences awareness scores, particularly on the status symbol item (I-18) (χ2 = 24.543, p = 0.00 < 0.05). These findings, analyzed through Wilcoxon Rank Sum and Kruskal–Wallis Tests, provide nuanced insights into the demographic factors impacting energy label awareness. Interpretation of the findings on the complex relationship between demographic characteristics and energy label awareness with TPB provided valuable insights. The practical implications of the study highlight the imperative for tailored communication strategies and targeted interventions to raise awareness among different staff groups. By addressing these nuanced factors, the study significantly contributes to the development of effective energy policies, fostering a sustainable and energy-conscious academic community.

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“…Meanwhile, famous YouTubers, who have obtained large fan bases on YouTube also use Twitter to connect with their viewers. YouTubers were found to have ways to engage their audience within YouTube, such as interacting with viewers through video comments and sharing personal stories in videos (Zhang, 2022). However, using Twitter was found to be a part of their self-branding process (Tarnovskaya, 2017) beyond the YouTube platform.…”

Section: Introductionmentioning

confidence: 99%

A Case Study of YouTuber’s use of Twitter for Consumer Engagement

Zhang

2023

ECSM

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Twitter as a popular social media site has become a widely used platform for brands to establish consumer engagement (CE), a connection between firms and consumers beyond product consumption and purchase. CE is important for brands to build a long-standing relationship with consumers, leading to positive marketing outcomes. Meanwhile, famous YouTubers, who have obtained large fanbases also use Twitter to connect with their viewers beyond the YouTube platform, as a part of their self-branding process. Existing studies found various strategies brands use to engage consumers on Twitter. Studies on individual users and other celebrities also found that they implement similar factors as brands for engaging their followers, suggesting the application of CE from organisations to individual bases on Twitter. However, while it can be argued that as personal brands, YouTubers also implement similar CE strategies as traditional brands on Twitter to engage their viewers as their consumers, little research has explicitly explored the CE factors implemented by YouTubers on Twitter. Therefore, by adapting the concept of CE, this research explores “How do YouTubers use Twitter for consumer engagement?”. The research implemented a qualitative case study on UK beauty vlogger Zoe Sugg (Zoella)’s Twitter account. In the study, a qualitative content analysis was performed on over 3000 tweets collected from Sugg’s Twitter via API to identify strategies implemented by Sugg that can be seen as CE factors that are also used by brands. The results show that like other brands, Sugg uses various CE factors, including interaction, information offers, topical messages, rewards, and visual elements on Twitter to engage her viewers. The research proposes that CE strategies that are used by traditional brands are also implemented by YouTubers and similar online personalities for engaging audiences on Twitter. The research contributes to understanding the building of YouTube-viewer relationships from the perspective of achieving CE on social media sites beyond YouTube.

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Behind the Scenes: Exploring Context and Audience Engagement Behaviors in YouTube Vlogs

Cited by 7 publications

References 37 publications

Multi-platform Distribution of Video Content: An Analysis of Video Content Cross-Posted by YouTubers on Bilibili

Multi-platform Distribution of Video Content: An Analysis of Video Content Cross-Posted by YouTubers on Bilibili

Energy Labels and Consumer Attitudes: A Study among University Staff

A Case Study of YouTuber’s use of Twitter for Consumer Engagement

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