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Do you read comments? The appeal of user
generated comments on a video-sharing site
Laeeq KhanMichigan State University
Convergence, Las VegasFriday, October 25th, 2013
Introduction Engagement with media on a range of interactive
platforms
Commenting provides users with unprecedented opportunities to participate
Comments an important element of Web 2.0
Are available to read to a vast number of readers, having the potential to impact user perceptions
What they say
Do you read comments?
If yes, why?
Theoretical Foundation
Uses & Gratifications -- Understanding why and how individuals seek out specific media to satisfy specific needs (Ruggiero, 2000).
What needs & goals motivate individuals to consume media?
4
Methods Online Survey
Students (n=1512) at a large mid-western university
Understanding user behavior on a video-sharing site (YouTube)
Data Cleaning Descriptives Linear Regressions
6
Gender and Race
Female
63%
Male37%
Caucasian
Asian
African American
Hispanic
Native American
Mixed
0 0.2 0.4 0.6 0.8 1
7
YouTube Visit Frequency
Once a month or less
Once a week or less
Several times a week
Once Ev-eryday
Several times a day
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
7%
21%
42%
11%
20%
Regression
Regression Results Users’ comment reading behavior was
predicted by: the frequency of site visit
writing comments
information seeking
entertainment
Adjusted R-square of 0.316
Key Findings Individuals read comments
Avid social media users are more likely to read comments
Information seeking and Entertainment stand out as main motives of reading comments
Future Work
Extending the work to other social and news media platforms
Understanding how reading comments impacts user perceptions
Thank you!