通过消费者参与理论探索YouTube视频中的受众参与:以英国美容视频博主佐伊·萨格为例

Q2 Computer Science

First Monday Pub Date : 2023-04-07 DOI:10.5210/fm.v28i4.11822

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引用次数: 0

摘要

通过消费者参与理论的视角，本研究对英国视频博主和网红Zoe Sugg进行了案例研究。研究结果表明，YouTube视频博主将互动、奖励和信息提供作为受众参与因素的实施，可以被视为他们作为YouTube个人品牌的消费者参与的贡献。本研究填补了消费者参与理论应用于视频日志的空白。它为从获得消费者参与的角度探索视频博主和类似社交媒体创作者的受众体验提供了新的方向。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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Exploring audience engagement in YouTube vlogs through consumer engagement theory: The case of U.K. beauty vlogger Zoe Sugg

Through the lens of consumer engagement theory, this research develops a case study of U.K. vlogger and influencer Zoe Sugg. Findings suggest that YouTube vloggers’ implementation of interaction, rewards and information offers as audience engagement factors can be seen as contributing to their consumer engagement as personal brands on YouTube. This research bridges gaps regarding the application of consumer engagement theory to vlogging. It offers new directions for exploring audience experience with vloggers and similar social media creators from a perspective of obtaining consumer engagement.

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来源期刊

First Monday Computer Science-Computer Networks and Communications

CiteScore

2.20

自引率

0.00%

发文量

期刊介绍： First Monday is one of the first openly accessible, peer–reviewed journals on the Internet, solely devoted to the Internet. Since its start in May 1996, First Monday has published 1,035 papers in 164 issues; these papers were written by 1,316 different authors. In addition, eight special issues have appeared. The most recent special issue was entitled A Web site with a view — The Third World on First Monday and it was edited by Eduardo Villanueva Mansilla. First Monday is indexed in Communication Abstracts, Computer & Communications Security Abstracts, DoIS, eGranary Digital Library, INSPEC, Information Science & Technology Abstracts, LISA, PAIS, and other services.