Do you read comments? Understanding the motives of user partiicpation on a video sharing site
-
Upload
m-laeeq-khan -
Category
Education
-
view
200 -
download
0
description
Transcript of Do you read comments? Understanding the motives of user partiicpation on a video sharing site
![Page 1: Do you read comments? Understanding the motives of user partiicpation on a video sharing site](https://reader036.fdocuments.in/reader036/viewer/2022081602/546f6424b4af9ff00b8b46f7/html5/thumbnails/1.jpg)
Do you read comments? The appeal of user
generated comments on a video-sharing site
Laeeq KhanMichigan State University
Convergence, Las VegasFriday, October 25th, 2013
![Page 2: Do you read comments? Understanding the motives of user partiicpation on a video sharing site](https://reader036.fdocuments.in/reader036/viewer/2022081602/546f6424b4af9ff00b8b46f7/html5/thumbnails/2.jpg)
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
![Page 3: Do you read comments? Understanding the motives of user partiicpation on a video sharing site](https://reader036.fdocuments.in/reader036/viewer/2022081602/546f6424b4af9ff00b8b46f7/html5/thumbnails/3.jpg)
What they say
Do you read comments?
If yes, why?
![Page 4: Do you read comments? Understanding the motives of user partiicpation on a video sharing site](https://reader036.fdocuments.in/reader036/viewer/2022081602/546f6424b4af9ff00b8b46f7/html5/thumbnails/4.jpg)
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
![Page 5: Do you read comments? Understanding the motives of user partiicpation on a video sharing site](https://reader036.fdocuments.in/reader036/viewer/2022081602/546f6424b4af9ff00b8b46f7/html5/thumbnails/5.jpg)
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
![Page 6: Do you read comments? Understanding the motives of user partiicpation on a video sharing site](https://reader036.fdocuments.in/reader036/viewer/2022081602/546f6424b4af9ff00b8b46f7/html5/thumbnails/6.jpg)
6
Gender and Race
Female
63%
Male37%
Caucasian
Asian
African American
Hispanic
Native American
Mixed
0 0.2 0.4 0.6 0.8 1
![Page 7: Do you read comments? Understanding the motives of user partiicpation on a video sharing site](https://reader036.fdocuments.in/reader036/viewer/2022081602/546f6424b4af9ff00b8b46f7/html5/thumbnails/7.jpg)
7
YouTube Visit Frequency
Once a month or less
Once a week or less
Several times a week
Once Ev-eryday
Several times a day
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
7%
21%
42%
11%
20%
![Page 8: Do you read comments? Understanding the motives of user partiicpation on a video sharing site](https://reader036.fdocuments.in/reader036/viewer/2022081602/546f6424b4af9ff00b8b46f7/html5/thumbnails/8.jpg)
Regression
![Page 9: Do you read comments? Understanding the motives of user partiicpation on a video sharing site](https://reader036.fdocuments.in/reader036/viewer/2022081602/546f6424b4af9ff00b8b46f7/html5/thumbnails/9.jpg)
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
![Page 10: Do you read comments? Understanding the motives of user partiicpation on a video sharing site](https://reader036.fdocuments.in/reader036/viewer/2022081602/546f6424b4af9ff00b8b46f7/html5/thumbnails/10.jpg)
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
![Page 11: Do you read comments? Understanding the motives of user partiicpation on a video sharing site](https://reader036.fdocuments.in/reader036/viewer/2022081602/546f6424b4af9ff00b8b46f7/html5/thumbnails/11.jpg)
Future Work
Extending the work to other social and news media platforms
Understanding how reading comments impacts user perceptions
![Page 12: Do you read comments? Understanding the motives of user partiicpation on a video sharing site](https://reader036.fdocuments.in/reader036/viewer/2022081602/546f6424b4af9ff00b8b46f7/html5/thumbnails/12.jpg)
Thank you!