The Drivers of Video Popularity on YouTube: An Empirical Investigation

Ana Cristina Munaro (), Renato Hübner Barcelos, Eliane Cristine Francisco Maffezzolli, João Pedro Santos Rodrigues and Emerson Cabrera Paraiso
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Ana Cristina Munaro: Pontifical Catholic University of Parana (PUCPR)
Renato Hübner Barcelos: UQÀM
Eliane Cristine Francisco Maffezzolli: Pontifical Catholic University of Parana (PUCPR)
João Pedro Santos Rodrigues: PUCPR
Emerson Cabrera Paraiso: PUCPR

A chapter in Advances in Digital Marketing and eCommerce, 2020, pp 70-79 from Springer

Abstract: 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.

Keywords: Video popularity; Linguistic style; Emotional polarity; Engagement; YouTube (search for similar items in EconPapers)
Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-030-47595-6_10

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DOI: 10.1007/978-3-030-47595-6_10

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