Sharing YouTube content in offline mode: an attempt to explore conversation through an experimental study

Q3 Economics, Econometrics and Finance

International Journal of Entrepreneurship and Innovation Management Pub Date : 2020-02-28 DOI:10.1504/ijeim.2020.10027224

Janarthanan Balakrishnan, S. Goswami

{"title":"Sharing YouTube content in offline mode: an attempt to explore conversation through an experimental study","authors":"Janarthanan Balakrishnan, S. Goswami","doi":"10.1504/ijeim.2020.10027224","DOIUrl":null,"url":null,"abstract":"Various researches have added up productive insights on user's motivation and psychology behind online video sharing. Given that sharing involves communication and other related factors, this study aims to investigate the user's communication needs and personality traits working behind sharing online videos in an offline platform. Given the popularity, YouTube was chosen for investigating the above research objective. With a differential approach, this study has employed social network analysis to understand the communication diffusion through quasi-experiment methodology. Three video genres-blocks; movie review videos, sports videos and music videos were chosen to understand the difference among the network structures. Further, personality of test units (five-factor model) and their communication factors (expertise, trustworthiness, attractiveness, social tie and homophily) are keyed out through the measures of eigenvector centrality, betweenness centrality and closeness centrality from the three network structures. The results indicated that the central units of movie reviews and music videos exhibited an extrovert personality; on the other hand, the central units from sports videos displayed an openness trait. Alongside the results of personality, it was understood that social tie, homophily and trustworthiness happen to be the most influencing factors in the communication diffusion of movie reviews, sports and music videos respectively.","PeriodicalId":52480,"journal":{"name":"International Journal of Entrepreneurship and Innovation Management","volume":" ","pages":""},"PeriodicalIF":0.0000,"publicationDate":"2020-02-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"International Journal of Entrepreneurship and Innovation Management","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1504/ijeim.2020.10027224","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q3","JCRName":"Economics, Econometrics and Finance","Score":null,"Total":0}

引用次数: 0

Abstract

Various researches have added up productive insights on user's motivation and psychology behind online video sharing. Given that sharing involves communication and other related factors, this study aims to investigate the user's communication needs and personality traits working behind sharing online videos in an offline platform. Given the popularity, YouTube was chosen for investigating the above research objective. With a differential approach, this study has employed social network analysis to understand the communication diffusion through quasi-experiment methodology. Three video genres-blocks; movie review videos, sports videos and music videos were chosen to understand the difference among the network structures. Further, personality of test units (five-factor model) and their communication factors (expertise, trustworthiness, attractiveness, social tie and homophily) are keyed out through the measures of eigenvector centrality, betweenness centrality and closeness centrality from the three network structures. The results indicated that the central units of movie reviews and music videos exhibited an extrovert personality; on the other hand, the central units from sports videos displayed an openness trait. Alongside the results of personality, it was understood that social tie, homophily and trustworthiness happen to be the most influencing factors in the communication diffusion of movie reviews, sports and music videos respectively.

查看原文本刊更多论文

在离线模式下分享YouTube内容：通过一项实验研究探索对话

各种研究已经积累了关于在线视频共享背后用户动机和心理的富有成效的见解。鉴于共享涉及沟通和其他相关因素，本研究旨在调查用户在离线平台上分享在线视频背后的沟通需求和个性特征。鉴于其受欢迎程度，选择YouTube来调查上述研究目标。本研究采用差分方法，通过准实验方法，运用社会网络分析来理解传播扩散。三个视频类型块；选择电影评论视频、体育视频和音乐视频来了解网络结构之间的差异。此外，通过对三种网络结构的特征向量中心性、介数中心性和接近中心性的测量，筛选出测试单元的个性（五因素模型）及其沟通因素（专业知识、可信度、吸引力、社会关系和同质性）。结果表明，电影评论和音乐视频的中心单元表现出外向的个性；另一方面，体育视频中的中心单元表现出开放性特征。除了个性的结果外，社会纽带、同性恋和可信度恰好是影评、体育和音乐视频传播扩散的最大影响因素。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

求助全文

约1分钟内获得全文求助全文

来源期刊

International Journal of Entrepreneurship and Innovation Management Economics, Econometrics and Finance-Economics and Econometrics

CiteScore

1.60

自引率

0.00%

发文量

期刊介绍： IJEIM provides a refereed and authoritative source of information and international forum in the field of entrepreneurship and innovation management and related topics. It offers an interface between entrepreneurship and innovation, as well as business corporate strategy and government economic policy. The journal is supported by the International Society for Professional Innovation Management (ISPIM). Topics covered include Corporate innovation restructuring Managing/leading fast-paced high-tech start-ups Intrapreneurship/corporate venturing International aspects of entrepreneurship Entrepreneurship in economic development New business incubators, networks, technology parks, etc Government policies Venture capital, government funds/grants Technological/organisational innovation Strategic cooperation among SMEs Case studies, lessons learnt Strategy development/implementation where high-tech/market risk Innovation, technopreneurship, licensing/franchising Marketing of innovations/by entrepreneurs Cross-cultural management.