{"title":"A STUDY ON CONTENT CREATOR COMPETENCIES INFLUENCING YOUTUBE CHANNEL LOYALTY AND VIEWING SATISFACTION","authors":"Jae-Min An, Choong C. Lee, Nayeon Kwak","doi":"10.1080/10919392.2023.2249785","DOIUrl":null,"url":null,"abstract":"ABSTRACT YouTube, as a leading platform for video-sharing, has been instrumental in the rise of content creators, including amateur users who have become influential and full-time content creators. To become an influential content creator (ICC), one must possess the necessary competencies. We aim to identify the competencies that affect viewing satisfaction and channel loyalty. Using a mixed-methods approach, we conducted exploratory and confirmatory analyses of highly influential YouTube channels. Three types of ICC competency factors were observed: planning, interaction, and production. The findings provide practical insights into strategies for ICCs to sustain their channels and improve their content as well as guidance for content creators interested in building and increasing channel loyalty and viewing satisfaction.","PeriodicalId":54777,"journal":{"name":"Journal of Organizational Computing and Electronic Commerce","volume":"33 1","pages":"70 - 95"},"PeriodicalIF":2.0000,"publicationDate":"2023-04-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Organizational Computing and Electronic Commerce","FirstCategoryId":"94","ListUrlMain":"https://doi.org/10.1080/10919392.2023.2249785","RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q3","JCRName":"COMPUTER SCIENCE, INFORMATION SYSTEMS","Score":null,"Total":0}
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Abstract
ABSTRACT YouTube, as a leading platform for video-sharing, has been instrumental in the rise of content creators, including amateur users who have become influential and full-time content creators. To become an influential content creator (ICC), one must possess the necessary competencies. We aim to identify the competencies that affect viewing satisfaction and channel loyalty. Using a mixed-methods approach, we conducted exploratory and confirmatory analyses of highly influential YouTube channels. Three types of ICC competency factors were observed: planning, interaction, and production. The findings provide practical insights into strategies for ICCs to sustain their channels and improve their content as well as guidance for content creators interested in building and increasing channel loyalty and viewing satisfaction.
期刊介绍：
The aim of the Journal of Organizational Computing and Electronic Commerce (JOCEC) is to publish quality, fresh, and innovative work that will make a difference for future research and practice rather than focusing on well-established research areas.
JOCEC publishes original research that explores the relationships between computer/communication technology and the design, operations, and performance of organizations. This includes implications of the technologies for organizational structure and dynamics, technological advances to keep pace with changes of organizations and their environments, emerging technological possibilities for improving organizational performance, and the many facets of electronic business.
Theoretical, experimental, survey, and design science research are all welcome and might look at:
• E-commerce
• Collaborative commerce
• Interorganizational systems
• Enterprise systems
• Supply chain technologies
• Computer-supported cooperative work
• Computer-aided coordination
• Economics of organizational computing
• Technologies for organizational learning
• Behavioral aspects of organizational computing.
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