This book examines the underexplored business side of YouTube and YouTube audiences' responses to product review videos, sponsored videos, and online video advertising as well as the creators' role in the video content.
Inhaltsverzeichnis
List of Tables and Figures
Preface
Acknowledgments
Chapter 1. YouTube as a Global Online Video Portal and an Alternative to TV
Louisa Ha
Chapter 2. Users and Non-users of YouTube and Online Video Services
Mohammad Abuljadail
Chapter 3. What Do Digital Natives Watch on YouTube?
Alyssa Fisher and Louisa Ha
Chapter 4. How Digital Natives Watch Online Videos: Digital Divide and Media Devices
Louisa Ha
Chapter 5. YouTube Product Review Videos as eWOM
Nicky Chang Bi
Chapter 6. Comments on YouTube Product Review Videos
Xiaoli Wen
Chapter 7. YouTube and Other Social Media
Fiouna Ruonan Zhang and Nicky Chang Bi
Chapter 8. Brand Videos on YouTube
Alyssa Fisher
Chapter 9. Sponsored Videos on YouTube
Fiouna Ruonan Zhang
Chapter 10. Online Video Advertising Viewership and Avoidance on YouTube
Kisun Kim and Claire Youngnyo Joa
Chapter 11. Most Popular YouTube Channels
Louisa Ha
Chapter 12. Is YouTube Red the Ultimate Viewing Experience and the Future of Online Video Audience Research
Louisa Ha
Appendix A. Survey Questionnaire
Appendix B. In-depth Interview Protocol
Index
About the Editor
About the Contributors
