Do you read comments? Understanding the motives of user partiicpation on a video sharing site
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This document summarizes a study about why users read comments on video-sharing sites. The study surveyed 1512 students at a large midwestern university about their behavior on YouTube. It found that the frequency of visiting the site, writing one's own comments, and motives of information seeking and entertainment predicted whether a user would read comments. Reading comments provides opportunities for unprecedented user participation and can impact perceptions, making them an important part of social media platforms. The study concluded that understanding how reading comments shapes user views would be a valuable area for future research.
Do you read comments? Understanding the motives of user partiicpation on a video sharing site
- 1. Do you read comments? The appeal of user generated comments on a video-sharing site Laeeq Khan Michigan State University Convergence, Las Vegas Friday, October 25th, 2013
- 2. Introduction Engagement with media on a range of interactive platforms Commenting provides users with unprecedented opportunities to participate Comments an important element of Web 2.0 Are available to read to a vast number of readers, having the potential to impact user perceptions
- 3. What they say Do you read comments? If yes, why?
- 4. Theoretical Foundation Uses & Gratifications -- Understanding why and how individuals seek out specific media to satisfy specific needs (Ruggiero, 2000). What needs & goals motivate individuals to consume media? 4
- 5. Methods Online Survey Students (n=1512) at a large mid-western university Understanding user behavior on a video-sharing site (YouTube) Data Cleaning Descriptives Linear Regressions
- 6. Gender and Race Mixed Native American Male 37% Hispanic African American Femal e 63% Asian Caucasian 0 0.5 1 6
- 7. YouTube Visit Frequency 50% 45% 42% 40% 35% 30% 25% 21% 20% 20% 15% 11% 10% 7% 5% 0% Once a month or less Once a week or less Several times a week Once Everyday Several times a day 7
- 8. Regression
- 9. Regression Results Users comment reading behavior was predicted by: the frequency of site visit writing comments information seeking entertainment Adjusted R-square of 0.316
- 10. Key Findings Individuals read comments Avid social media users are more likely to read comments Information seeking and Entertainment stand out as main motives of reading comments
- 11. Future Work Extending the work to other social and news media platforms Understanding how reading comments impacts user perceptions
- 12. Thank you!
Editor's Notes
- By far the most popular video sharing site by traffic in the worldAbout 21% of visitors to the site come from the United States (Alexa, 2012)YouTube had about 3 billion views a day in 2011 (Moore, 2011)
- Four needs for using Facebook groups: socializing, entertainment, self-status seeking, and information (Park, Kee, & Valenzuela, 2009)
- Are you currently registered?