کد مقاله | کد نشریه | سال انتشار | مقاله انگلیسی | نسخه تمام متن |
---|---|---|---|---|
4937743 | 1434625 | 2017 | 12 صفحه PDF | دانلود رایگان |
عنوان انگلیسی مقاله ISI
Social media engagement: What motivates user participation and consumption on YouTube?
ترجمه فارسی عنوان
مشارکت رسانه های اجتماعی: چه چیزی باعث مشارکت و مصرف کاربر در یوتیوب می شود؟
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کلمات کلیدی
یوتیوب مصرف، مشارکت، استفاده و قدردانی، نامزدی، رسانه های اجتماعی،
موضوعات مرتبط
مهندسی و علوم پایه
مهندسی کامپیوتر
نرم افزارهای علوم کامپیوتر
چکیده انگلیسی
This study unearths the motives for YouTube user engagement that has been conceptualized as active participation and passive content consumption. In light of the Uses and Gratifications framework, a sample of 1143 registered YouTube users completed online surveys that helped gauge user behavior. Results showed that for participation on YouTube, the strongest predictor for liking and disliking videos was the relaxing entertainment motive; commenting and uploading being strongly predicted by social interaction motive; sharing being strongly predicted by information giving motive. Passive content consumption in the form of video viewing was most strongly predicted by relaxing entertainment motive, and reading comments predicted by information seeking motive. Greater YouTube experience negatively predicted liking, and anonymity played a role in sharing and uploading videos. Males were more likely to dislike YouTube videos in comparison with females.
ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Computers in Human Behavior - Volume 66, January 2017, Pages 236-247
Journal: Computers in Human Behavior - Volume 66, January 2017, Pages 236-247
نویسندگان
M. Laeeq Khan,