Skip to main content
Disciplines
Automotive Business IT + Informatics Construction + Real Estate Electrical Engineering + Electronics Energy + Sustainability Insurance + Risk Finance + Banking Management + Leadership Marketing + Sales Mechanical Engineering + Materials
Events
DE
EN
Books
Journals
Topic Page
Marketing
Start single access now
Access for companies
EXTENDED SEARCH
Log in
Top
Published in:
Marketing and Advertising: Trends of the Sector Read chapter Read first chapter

2020 | OriginalPaper | Chapter

The Drivers of Video Popularity on YouTube: An Empirical Investigation

Authors : Ana Cristina Munaro, Renato Hübner Barcelos, Eliane Cristine Francisco Maffezzolli, João Pedro Santos Rodrigues, Emerson Cabrera Paraiso

Published in: Advances in Digital Marketing and eCommerce

Publisher: Springer International Publishing

Log in

Activate our intelligent search to find suitable subject content or patents.

search-config
loading …

Abstract

In this article, we present and test a model of drivers for video post popularity on YouTube. In this conceptual model, video characteristics such as linguistics style, subjectivity, emotion polarity and video category influence online video popularity on YouTube (i.e. the number of likes, dislikes, and comments). The results of the analysis of more than 11,000 videos from 150 digital influencers show that not all factors that help to boost the number of likes have a similar effect on the number of comments - or the number of dislikes. In summary, medium-length and long videos posted during non-business hours, using analytical/informative content and subjective language style, are more likely to receive likes and comments. Moreover, the use of negative or moderate emotion helps to promote a general interest in the video.

Dont have a licence yet? Then find out more about our products and how to get one now:

Springer Professional "Wirtschaft+Technik"

Online-Abonnement

Mit Springer Professional "Wirtschaft+Technik" erhalten Sie Zugriff auf:

  • über 102.000 Bücher
  • über 537 Zeitschriften

aus folgenden Fachgebieten:

  • Automobil + Motoren
  • Bauwesen + Immobilien
  • Business IT + Informatik
  • Elektrotechnik + Elektronik
  • Energie + Nachhaltigkeit
  • Finance + Banking
  • Management + Führung
  • Marketing + Vertrieb
  • Maschinenbau + Werkstoffe
  • Versicherung + Risiko

Jetzt Wissensvorsprung sichern!

inform now

Springer Professional "Technik"

Online-Abonnement

Mit Springer Professional "Technik" erhalten Sie Zugriff auf:

  • über 67.000 Bücher
  • über 390 Zeitschriften

aus folgenden Fachgebieten:

  • Automobil + Motoren
  • Bauwesen + Immobilien
  • Business IT + Informatik
  • Elektrotechnik + Elektronik
  • Energie + Nachhaltigkeit
  • Maschinenbau + Werkstoffe




 

Jetzt Wissensvorsprung sichern!

inform now

Springer Professional "Wirtschaft"

Online-Abonnement

Mit Springer Professional "Wirtschaft" erhalten Sie Zugriff auf:

  • über 67.000 Bücher
  • über 340 Zeitschriften

aus folgenden Fachgebieten:

  • Bauwesen + Immobilien
  • Business IT + Informatik
  • Finance + Banking
  • Management + Führung
  • Marketing + Vertrieb
  • Versicherung + Risiko




Jetzt Wissensvorsprung sichern!

inform now
previous chapter Types of Electronic Word-of-Mouth and Their Impact on Consumer Attitudes
next chapter A Tale of Two Social Influencers: A New Method for the Evaluation of Social Marketing
Literature
Aggrawal, N., Arora, A., Anand, A., Irshad, M.S.: View-count based modeling for YouTube videos and weighted criteria–based ranking. In: Advanced Mathematical Techniques in Engineering Sciences, pp. 149–160. CRC Press (2018)
Aleti, T., Pallant, J.I., Tuan, A., van Laer, T.: Tweeting with the stars: automated text analysis of the effect of celebrity social media communications on consumer word of mouth. J. Interact. Mark. 48, 17–32 (2019)CrossRef
Arora, A., Bansal, S., Kandpal, C., Aswani, R., Dwivedi, Y.: Measuring social media influencer index-insights from Facebook, Twitter and Instagram. J. Retail. Consum. Serv. 49, 86–101 (2019)CrossRef
Banerjee, S., Chua, A.Y.: Identifying the antecedents of posts’ popularity on Facebook Fan Pages. J. Brand Manag. 26, 1–13 (2019)CrossRef
De Vries, L., Gensler, S., Leeflang, P.S.: Popularity of brand posts on brand fan pages: an investigation of the effects of social media marketing. J. Interact. Mark. 26, 83–91 (2012)CrossRef
Escalas, J.E., Bettman, J.R.: Using narratives and autobiographical memories to discern motives. The Why of Consumption: Perspectives on Consumer Motives, Goals, and Desires, pp. 237–258 (2000)
Ferchaud, A., Grzeslo, J., Orme, S., LaGroue, J.: Parasocial attributes and YouTube personalities: exploring content trends across the most subscribed YouTube channels. Comput. Hum. Behav. 80, 88–96 (2018)CrossRef
Francalanci, C., Hussain, A.: Influence-based Twitter browsing with NavigTweet. Inf. Syst. 64, 119–131 (2017)CrossRef
Hughes, C., Swaminathan, V., Brooks, G.: Driving brand engagement through online social influencers: an empirical investigation of sponsored blogging campaigns. J. Mark. 83(5), 78–96 (2019)CrossRef
Jordan, K.N., Sterling, J., Pennebaker, J.W., Boyd, R.L.: Examining long-term trends in politics and culture through language of political leaders and cultural institutions. Proc. Natl. Acad. Sci. 116(9), 3476–3481 (2019)CrossRef
Liu, B.: Sentiment analysis and opinion mining. Synth. Lect. Hum. Lang. Technol. 5(1), 1–167 (2012)CrossRef
Pennebaker, J.W., Boyd, R.L., Jordan, K., Blackburn, K.: The development and psychometric properties of LIWC 2015. University of Texas at Austin, Austin (2015)
Sabate, F., Berbegal-Mirabent, J., Cañabate, A., Lebherz, P.R.: Factors influencing popularity of branded content in Facebook fan pages. Eur. Manag. J. 32(6), 1001–1011 (2014)CrossRef
Sokolova, K., Kefi, H.: Instagram and YouTube bloggers promote it, why should I buy? How credibility and parasocial interaction influence purchase intentions. J. Retail. Consum. Serv. 53(March) (2020)
Tausczik, Y.R., Pennebaker, J.W.: The psychological meaning of words: LIWC and computerized text analysis methods. J. Lang. Soc. Psychol. 29(1), 24–54 (2010)CrossRef
Van Laer, T., Edson Escalas, J., Ludwig, S., van den Hende, E.: What happens in Vegas stays on TripAdvisor? A theory and technique to understand narrativity in consumer reviews. J. Consum. Res. 46, 267–285 (2018)
Xu, W.W., Zhang, C.: Sentiment, richness, authority, and relevance model of information sharing during social Crises. Comput. Hum. Behav. 89, 199–206 (2018)CrossRef
Yew, J., Shamma, D.A.: Know your data: understanding implicit usage versus explicit action in video content classification. In: Multimedia on Mobile Devices 2011; and Multimedia Content Access: Algorithms and Systems, vol. 7881, p. 78811A, February 2011
Metadata
Title
The Drivers of Video Popularity on YouTube: An Empirical Investigation
Authors
Ana Cristina Munaro
Renato Hübner Barcelos
Eliane Cristine Francisco Maffezzolli
João Pedro Santos Rodrigues
Emerson Cabrera Paraiso
Copyright Year
2020
Book
Advances in Digital Marketing and eCommerce

Print ISBN: 978-3-030-47594-9

Electronic ISBN: 978-3-030-47595-6

Copyright Year: 2020

DOI
https://doi.org/10.1007/978-3-030-47595-6_10