The effect of YouTube comment interaction on video engagement: focusing on interactivity centralization and creators' interactivity

IF 3.1 3区管理学 Q2 COMPUTER SCIENCE, INFORMATION SYSTEMS Online Information Review Pub Date : 2022-11-24 DOI:10.1108/oir-04-2022-0217

Unji Byun, Moonkyoung Jang, Hyunmi Baek

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引用次数: 2

Abstract

PurposeThis study aims to reveal the effect of comment interactions on video engagement of users in video-sharing platforms.Design/methodology/approachThe authors collected 87,232 comments on 647 videos of Korean beauty creators on YouTube and conducted a social network analysis and a hierarchical regression analysis.FindingsThe results present that the more evenly interactive participants write and receive replies in the comments section, the more users' video engagement increases. The more creators reply to user comments and the more reactions they present, the more video engagement increases. Additionally, the influence of the creator's interaction on user engagement increased as the number of commenting participants decreased.Practical implicationsThis study has implications for platform operators regarding comment section design and proposes interaction strategies for content creators to induce users' video engagement.Originality/valueCompared to previous studies, this study empirically verifies the influence of interactions on video-sharing platforms in detail by confirming the influence of user interaction structures and creator's participation in the interaction on video engagement.

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YouTube评论互动对视频参与度的影响:关注互动集中化和创作者的互动

目的本研究旨在揭示评论互动对视频分享平台用户视频参与度的影响。设计/方法/方法:作者收集了YouTube上647个韩国美容创作者的视频中的87232条评论，进行了社会网络分析和层次回归分析。研究结果表明，参与者在评论区撰写和收到的回复越均匀，用户的视频参与度就越高。创作者对用户评论的回复越多，他们呈现的反应越多，视频参与度就会增加。此外，创建者的互动对用户参与度的影响随着评论参与者数量的减少而增加。本研究对平台运营商在评论区设计方面具有启示意义，并为内容创作者提出了吸引用户视频参与的互动策略。与以往的研究相比，本研究通过实证详细验证了互动对视频分享平台的影响，确认了用户互动结构和创作者参与互动对视频参与度的影响。

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来源期刊

Online Information Review 工程技术-计算机：信息系统

CiteScore

6.90

自引率

16.10%

发文量

审稿时长

6 months

期刊介绍： The journal provides a multi-disciplinary forum for scholars from a range of fields, including information studies/iSchools, data studies, internet studies, media and communication studies and information systems. Publishes research on the social, political and ethical aspects of emergent digital information practices and platforms, and welcomes submissions that draw upon critical and socio-technical perspectives in order to address these developments. Welcomes empirical, conceptual and methodological contributions on any topics relevant to the broad field of digital information and communication, however we are particularly interested in receiving submissions that address emerging issues around the below topics. Coverage includes (but is not limited to): •Online communities, social networking and social media, including online political communication; crowdsourcing; positive computing and wellbeing. •The social drivers and implications of emerging data practices, including open data; big data; data journeys and flows; and research data management. •Digital transformations including organisations’ use of information technologies (e.g. Internet of Things and digitisation of user experience) to improve economic and social welfare, health and wellbeing, and protect the environment. •Developments in digital scholarship and the production and use of scholarly content. •Online and digital research methods, including their ethical aspects.