an article by Pooja Misra and Ankita Mukherjee (Birla Institute of Management Technology, Greater Noida, India) published in International Journal of Business Competition and Growth Volume 6 Number 4 (2019)
Abstract
Huge increase in the reach of internet in India has given rise to the new cult of celebrities known as 'social media influencers'.
As people spend more hours on YouTube, their awareness has shifted to internet-sponsored means of advertisement. Many brands are diversifying their marketing efforts into sponsoring such YouTubers/influencers. Brands need these influencers because consumers would trust a third person rather than the brand trying to directly advertise itself (Biaudet, 2017).
This study aims to quantitatively analyse the influencer's major attributes that impact consumer's buying behaviour for the retail industry in NCR.
The research showed that factors such as relatability, trendy, product details and interactivity of YouTube can influence consumer buying behaviour.
This study investigates the influence that these factors have on consumer buying behaviour, in the Indian context through analysis which will provide empirical information for industry's reference in order to divide marketing efforts amongst different channels of communication.
Showing posts with label YouTube. Show all posts
Showing posts with label YouTube. Show all posts
Monday, 16 December 2019
Thursday, 29 August 2019
Why Is MLB Claiming Revenue From Obviously Fair Use Videos On YouTube?
from the forks-and-sandwiches dept of techdirt by Mike Masnick [grateful thanks to Tara at ResearchBuzz Firehose]
Nearly a decade ago, we wrote a bunch about an excellent book called Copyfraud, by law professor Jason Mazzone, which went into great detail about how the legacy entertainment industry companies have used copyright in ways that are clearly against copyright's intent -- to the point that they border on fraud. The concept of copyfraud should be referred to more frequently, and here's a perfect example. Just a couple months ago, we wrote about the amazing social media account of Jimmy O'Brien, who goes by @Jomboy_ on Twitter. He's combined his love of baseball, his video editing skills, his ability to read lips incredibly well, and with a sarcastic, dry sense of humor to make a ton of amazing videos about various things happening in baseball. We highlighted a bunch last time around and his profile has only grown a lot since then, including among Major League Baseball players.
About a month after that post, Jomboy may have had his biggest moment so far, in putting together a truly amazing video of NY Yankees manager Aaron Boone getting ejected -- following a bunch of players and Boone arguing with a young umpire over some bad calls. What took the video from normal great to amazing was that it revealed exactly what Boone was saying to the ump during their argument thanks to a bunch of "hot mics" from the broadcast. That allowed us to learn a lot more about this argument than anyone normally does in watching a manager scream at an ump:
Continue reading
Nearly a decade ago, we wrote a bunch about an excellent book called Copyfraud, by law professor Jason Mazzone, which went into great detail about how the legacy entertainment industry companies have used copyright in ways that are clearly against copyright's intent -- to the point that they border on fraud. The concept of copyfraud should be referred to more frequently, and here's a perfect example. Just a couple months ago, we wrote about the amazing social media account of Jimmy O'Brien, who goes by @Jomboy_ on Twitter. He's combined his love of baseball, his video editing skills, his ability to read lips incredibly well, and with a sarcastic, dry sense of humor to make a ton of amazing videos about various things happening in baseball. We highlighted a bunch last time around and his profile has only grown a lot since then, including among Major League Baseball players.
About a month after that post, Jomboy may have had his biggest moment so far, in putting together a truly amazing video of NY Yankees manager Aaron Boone getting ejected -- following a bunch of players and Boone arguing with a young umpire over some bad calls. What took the video from normal great to amazing was that it revealed exactly what Boone was saying to the ump during their argument thanks to a bunch of "hot mics" from the broadcast. That allowed us to learn a lot more about this argument than anyone normally does in watching a manager scream at an ump:
Continue reading
Thursday, 15 August 2019
Ars Technica: YouTube should stop recommending garbage videos to users
via ResearchBuzz Firehose (thanks Tara): Timothy B. Lee in Ars Rechnica
Opinion: The case against YouTube’s toxic “up next” algorithm.
In The New York Times, reporters Max Fisher and Amanda Taub explain how YouTube propelled the career of controversial Brazilian politician Jair Bolsonaro. Before his election as Brazil’s president, they write, Bolsonaro “had long used the platform to post hoaxes and conspiracies.”
Ostensibly, YouTube’s recommendation algorithms are politically neutral. However, they’re optimized to boost “engagement,”and in practice that means promoting videos with extremist and conspiratorial points of view. In Brazil, that has meant bringing a cadre of far-right social media stars to prominence, ultimately helping them gain power in national politics.
According to the Times, Brazilians are also increasingly turning to “Dr. YouTube” – relying on YouTube videos rather than conventional professionals for medical advice.
“Harvard researchers found that YouTube’s systems frequently directed users who searched for information on Zika, or even those who watched a reputable video on health issues, toward conspiracy channels,” the reporters write.
We’ve seen similar developments here in the United States, where social media has boosted the profile of anti-vaccine activists.
Continue reading
Opinion: The case against YouTube’s toxic “up next” algorithm.
In The New York Times, reporters Max Fisher and Amanda Taub explain how YouTube propelled the career of controversial Brazilian politician Jair Bolsonaro. Before his election as Brazil’s president, they write, Bolsonaro “had long used the platform to post hoaxes and conspiracies.”
Ostensibly, YouTube’s recommendation algorithms are politically neutral. However, they’re optimized to boost “engagement,”and in practice that means promoting videos with extremist and conspiratorial points of view. In Brazil, that has meant bringing a cadre of far-right social media stars to prominence, ultimately helping them gain power in national politics.
According to the Times, Brazilians are also increasingly turning to “Dr. YouTube” – relying on YouTube videos rather than conventional professionals for medical advice.
“Harvard researchers found that YouTube’s systems frequently directed users who searched for information on Zika, or even those who watched a reputable video on health issues, toward conspiracy channels,” the reporters write.
We’ve seen similar developments here in the United States, where social media has boosted the profile of anti-vaccine activists.
Continue reading
Social media use by government: adoption and efficiency
an article by Sultan Al-masaeed (Al-Ahliyya Amman University (AAU), Jordan) published in International Journal of Electronic Governance Volume 11 Number 2 (2019)
Abstract
This paper examines the presence, engagement and government-user-interactivity of all Jordanian governmental social media accounts (n = 110). The survey explored both the extent and nature of social media usage.
The study found that roughly a third of Jordanian government entities do not utilise social media in any identifiable manner. Dialogue via social media platforms in Jordan is a one-way dialogue with very low level of government-to-user interactivity, which indicates a low level of efficiency of Jordan governmental social media accounts in utilising social media tools.
Furthermore, the survey also discovered instances of a lack of technical efficiency in government agencies' linkages to their social media.
Hazel’s comment
I have no reason to think that the UK government is any different. Technical efficiency may be better but there never seems to be testing of how users interact with the push of social media.
Abstract
This paper examines the presence, engagement and government-user-interactivity of all Jordanian governmental social media accounts (n = 110). The survey explored both the extent and nature of social media usage.
The study found that roughly a third of Jordanian government entities do not utilise social media in any identifiable manner. Dialogue via social media platforms in Jordan is a one-way dialogue with very low level of government-to-user interactivity, which indicates a low level of efficiency of Jordan governmental social media accounts in utilising social media tools.
Furthermore, the survey also discovered instances of a lack of technical efficiency in government agencies' linkages to their social media.
Hazel’s comment
I have no reason to think that the UK government is any different. Technical efficiency may be better but there never seems to be testing of how users interact with the push of social media.
Tuesday, 14 May 2019
Tube therapy: Dealing with mental health problems in social video comment threads
an article by Simon Lindgren and Ragnar Lundström (Umeå University, Sweden) published in First Monday Volume 24 Number 5 (May 2019)
Abstract
In this paper, we examine forms of communication and types of peer support that may arise in relation to mental health problems in peer-produced forums of social video comment threads. We focus specifically on how young fans of young YouTube celebrities (YouTubers) use this social media space to communicate with other YouTubers as well as with other fans about issues related to mental health.
Through a semantic analysis, where topical themes in comment discussions are mapped, we address topics concerning mental health conditions in social video fandom discussions.
At an overarching level, we are interested in how peer support is realized in the complex relationships between YouTubers and audience members, as well as among audience members. In our analysis, we focus on both the relationships between the individual and the collective, and between cooperation and competition in discussions.
In concluding, we reflect upon what hindrances or possibilities for peer support exist in this relatively new and participatory social media setting.
Full text (HTML)
Abstract
In this paper, we examine forms of communication and types of peer support that may arise in relation to mental health problems in peer-produced forums of social video comment threads. We focus specifically on how young fans of young YouTube celebrities (YouTubers) use this social media space to communicate with other YouTubers as well as with other fans about issues related to mental health.
Through a semantic analysis, where topical themes in comment discussions are mapped, we address topics concerning mental health conditions in social video fandom discussions.
At an overarching level, we are interested in how peer support is realized in the complex relationships between YouTubers and audience members, as well as among audience members. In our analysis, we focus on both the relationships between the individual and the collective, and between cooperation and competition in discussions.
In concluding, we reflect upon what hindrances or possibilities for peer support exist in this relatively new and participatory social media setting.
Full text (HTML)
Wednesday, 1 August 2018
Social media can help with recovery for those who self-injure, U of G prof finds
EurekAlert via ResearchBuzz: Firehose
Positive messaging through social media could be a powerful tool to help people overcome non-suicidal self-injury (NSSI), according to a new University of Guelph study
Positive messaging through social media could be a powerful tool to help people overcome non-suicidal self-injury (NSSI), according to a new University of Guelph study.
"Self-injury, including cutting and burning, is a serious public health concern around the world," said Prof. Stephen Lewis, psychology professor and lead author of the study.
While it affects people of all ages, self-injury is more prevalent among people from 14 to 24. Within that age range, up to one in five have engaged in self-injury.
Published recently in the journal Digital Health (full text PDF), the study explores the use of positive messaging to encourage recovery.
Continue reading the press release
Positive messaging through social media could be a powerful tool to help people overcome non-suicidal self-injury (NSSI), according to a new University of Guelph study
Positive messaging through social media could be a powerful tool to help people overcome non-suicidal self-injury (NSSI), according to a new University of Guelph study.
"Self-injury, including cutting and burning, is a serious public health concern around the world," said Prof. Stephen Lewis, psychology professor and lead author of the study.
While it affects people of all ages, self-injury is more prevalent among people from 14 to 24. Within that age range, up to one in five have engaged in self-injury.
Published recently in the journal Digital Health (full text PDF), the study explores the use of positive messaging to encourage recovery.
Continue reading the press release
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