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The audience and business of YouTube and online videos / edited by Louisa Ha. — 1 online resource. — (Lexington studies in communication and storytelling). — <URL:http://elib.fa.ru/ebsco/1809835.pdf>.Record create date: 3/12/2018 Subject: Mass media — Audiences.; Video recordings industry.; Internet videos — Economic aspects.; Internet users — Psychology.; Mass media — Audiences.; Video recordings industry.; BUSINESS & ECONOMICS / Industries / Media & Communications; TECHNOLOGY & ENGINEERING / Telecommunications Collections: EBSCO Allowed Actions: –
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Table of Contents
- Cover
- The Audience and Business of YouTube and Online Videos
- The Audience and Business of YouTube and Online Videos
- copyright page
- Contents
- List of Tables and Figures
- Preface
- Acknowledgments
- Chapter 1
- YouTube as a Global Online Video Portal and an Alternative to TV
- Evolution of YouTube
- YouTube as Alternative TV
- The Diverse Ecology of YouTube
- Research Methods and Procedures
- Organization of the book
- References
- YouTube as a Global Online Video Portal and an Alternative to TV
- Chapter 2
- Users and Nonusers of YouTube and Online Video Services
- Use of Information Reviews about Products and the Users and NonUsers of Online Video Services
- References
- Chapter 3
- What Do Digital Natives Watch on YouTube?
- YouTube Viewership by Content Genres
- Heavy Viewers versus Light Viewers
- Preference of Genres and Relationship of Genres
- YouTube Channel Subscribers versus Non-Subscribers
- How Digital Natives Use Their Digital Literacy on YouTube
- References
- Chapter 4
- How Digital Natives Watch Online Videos
- Digital Divide and Online Video Consumption
- How Viewing Settings and Device Usage Affect Video Watching
- YouTube Creators as YouTube Audiences
- References
- Chapter 5
- YouTube Product Review Videos as eWOM
- Product Review Videos as eWOM
- Types of Products People Seek Review Videos
- Demographic Differences in Use of Product Review Videos
- Audience’s Perceptions of Negative and Positive Review Videos
- Product Review Videos Watching Frequency
- Use of Other WOM Sources
- References
- Chapter 6
- Comments on YouTube Product
Review Videos
- Defining Comments on Videos
- Measuring Use of Comments
- Read Comments versus Post Comments
- YouTube Viewing Frequency versus Read and/or Post Comments
- Demographics of Comment Readers and Posters
- References
- Chapter 7
- YouTube and Other Social Media
- How Viewing Settings and Device Usage Affect Video Watching
- YouTube’s Difference from Other Social Media
- YouTube as a Social Media Site
- YouTube as a Content Portal
- Sharing of Product Review Videos
- Comparison of YouTube Video Sharers and Non-Sharers
- References
- Chapter 8
- Brand Videos on YouTube
- Advertising and Product Partnership Videos
- Brand Channels
- Digital Natives and Branded Content
- References
- Chapter 9
- Sponsored Videos on YouTube
- YouTube as a Social Media Site
- Sponsorship in Online Videos
- Federal Trade Commission Regulation on Sponsored Online Posts
- YouTube Regulation on Sponsored Content
- Audience Response to Sponsored and Non-sponsored Videos
- Attention to Sponsorship
- Audience’s Trust Toward Sponsored Videos
- Trusting versus Untrusting Audiences Toward Sponsored Videos
- References
- Chapter 10
- Online Video Advertising Viewership and Avoidance on YouTube
- General Viewership of Advertising on YouTube
- Negative General Attitude Toward Advertising on YouTube
- Advertising Avoidance on YouTube
- The Effects of YouTube Ad Watching on Brand Recall, Brand Discussion, and Purchase
- Personalized advertising
- References
- Chapter 11
- Most Popular YouTube Channels
- Why Focus on Subscription
- Aggregate versus Individual Channels
- YouTube’s Own Aggregate Channels
- Relationship between Views, Likes, and Comments
- Branded Marketing Channels and Genuine Media Content Channels
- Most Viewed Channels in the United States
- Analysis of Most Subscribed Channels by Genre
- Science and Technology
- Film and Animation
- How-to Style
- Gaming
- News and Politics
- Sports
- Comedy
- Entertainment
- Music
- YouTube Audiences Outside the Most Popular Channels
- References
- Chapter 12
- Is YouTube Red the Ultimate Viewing Experience and What is the Future of Online Video Audience Research?
- Comparing Regular YouTube with YouTube Red
- What’s Next for Online Video Audience Research?
- YouTube: The Future of Global Video Portal and Global Village
- References
- Appendix A
- Survey Questionnaire
- Appendix B
- In-Depth Interview Protocol
- In-depth interview Protocol (30 minutes)
- In-Depth Interview Questions
- Index
- About the Editor
- About the Contributors
- Federal Trade Commission Regulation on Sponsored Online Posts
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