The audience and business of YouTube and online videos:
Gespeichert in:
| Weitere Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Lanham
Lexington Books
2018
|
| Schriftenreihe: | Lexington studies in communication and storytelling
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis Inhaltsverzeichnis Klappentext |
| Beschreibung: | Includes bibliographical references and index |
| Beschreibung: | xii, 218 Seiten Diagramme |
| ISBN: | 9781498576482 |
Internformat
MARC
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Datensatz im Suchindex
| _version_ | 1804178679364845568 |
|---|---|
| adam_text | THE AUDIENCE AND BUSINESS OF YOUTUBE AND ONLINE VIDEOS
/
: 2018
TABLE OF CONTENTS / INHALTSVERZEICHNIS
YOUTUBE AS A GLOBAL ONLINE VIDEO PORTAL AND AN ALTERNATIVE TO TV /
LOUISA HA
USERS AND NON-USERS OF YOUTUBE AND ONLINE VIDEO SERVICES / MOHAMMAD
ABULJADAIL
WHAT DO DIGITAL NATIVES WATCH ON YOUTUBE? / ALYSSA FISHER AND LOUISA HA
HOW DIGITAL NATIVES WATCH ONLINE VIDEOS : DIGITAL DIVIDE AND MEDIA
DEVICES / LOUISA HA
YOUTUBE PRODUCT REVIEW VIDEOS AS EWOM / NICKY CHANG BI
COMMENTS ON YOUTUBE PRODUCT REVIEW VIDEOS / XIAOLI WEN
YOUTUBE AND OTHER SOCIAL MEDIA / FIOUNA RUONAN ZHANG AND NICKY CHANG BI
BRAND VIDEOS ON YOUTUBE / ALYSSA FISHER
SPONSORED VIDEOS ON YOUTUBE / FIOUNA RUONAN ZHANG
ONLINE VIDEO ADVERTISING VIEWERSHIP AND AVOIDANCE ON YOUTUBE / KISUN KIM
AND CLAIRE YOUNGNYO JOA
MOST POPULAR YOUTUBE CHANNELS / LOUISA HA
IS YOUTUBE RED THE ULTIMATE VIEWING EXPERIENCE AND THE FUTURE OF ONLINE
VIDEO AUDIENCE RESEARCH / LOUISA HA
DIESES SCHRIFTSTUECK WURDE MASCHINELL ERZEUGT.
Contents
List of Tables and Figures vii
Preface ix
Acknowledgments xi
1 YouTube as a Global Online Video Portal and an Alternative
to TV 1
Louisa Ha
2 Users and Nonusers of YouTube and Online Video Services 17
Mohammad Abuljadail
3 What Do Digital Natives Watch on YouTube? 29
Aiyssa Fisher and Louisa Ha
4 How Digital Natives Watch Online Videos: Digital Divide
and Media Devices 41
Louisa Ha
5 YouTube Product Review Videos as eWOM 59
Nicky Chang Bi
6 Comments on YouTube Product Review Videos 73
Xiaoli Wen
7 YouTube and Other Social Media 85
Fiouna Ruonan Zhang and Nicky Chang Bi
8 Brand Videos on YouTube 97
Aiyssa Fisher
v
VI
Contents
9 Sponsored Videos on YouTube 107
Fiouna Ruonati Zhang
10 Online Video Advertising Viewership and Avoidance
on YouTube 119
Kisun Kim and Claire Youngnyo Joa
11 Most Popular YouTube Channels 135
Louisa Ha
12 Is YouTube Red the Ultimate Viewing Experience and
What is the Future of Online Video Audience Research? 161
Louisa Ha
Appendix A. Survey Questionnaire 177
Appendix B. In-Depth Interview Protocol 201
Index 207
About the Editor 215
About the Contributors 217
The Audience and Business of YouTube and Online Videos is a thorough analysis of
YouTube audiences and creators of online videos that considers how the coexistence of
user-generated and professional media content on YouTube makes the site a unique
platform in the ever-expanding online video industry. Using a mixed method approach,
the authors examine the underexplored business side of YouTube with a focus on prod-
uct review videos, brand videos, sponsored videos, and online video advertising, This
book also addresses recent developments-such as YouTube Red subscription, pay
TV, and movie services—and discusses the future of online video audience research.
Recommended for scholars interested in media studies, communication, marketing, and
popular culture.
|
| any_adam_object | 1 |
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| discipline | Allgemeines Wirtschaftswissenschaften |
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| title | The audience and business of YouTube and online videos |
| title_auth | The audience and business of YouTube and online videos |
| title_exact_search | The audience and business of YouTube and online videos |
| title_full | The audience and business of YouTube and online videos edited by Louisa Ha |
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