Investigating antecedents of consumers' video-sharing behaviour on social media

Sehwan Oh, Hyunmi Baek and Joong-Ho Ahn

International Journal of Internet Marketing and Advertising, 2017, vol. 11, issue 2, 83-102

Abstract: With the development of information technology, video-sharing social media emerges as a multimedia consumption and distribution channel among consumers. As sharing and recommendation behaviour by consumers makes significant influence among consumers, academic researchers and practitioners pay attention to antecedents of consumers' sharing behaviour on social media. However, in spite of proliferation of social media, there has been limited research on motivations and antecedents of consumers' video-sharing behaviour. From the perspectives of both viewer engagement and video contents, this research analyses 841 videos in music, movie and education channels on YouTube, which were publicised from July to October 2014. In terms of viewer engagement, we find out that average watching time, the number of comments and the ratio of like counts are positively related with the number of sharing videos. Also, we reveal that in terms of video contents, hedonic videos are more likely to be shared than utilitarian videos.

Keywords: video; video-sharing social media; engagement; viewer engagement; video content; hedonic; utilitarian; antecedents of video-sharing behaviour; video-sharing behaviour; YouTube. (search for similar items in EconPapers)
Date: 2017
References: Add references at CitEc
Citations:

Downloads: (external link)
http://www.inderscience.com/link.php?id=84077 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ids:ijimad:v:11:y:2017:i:2:p:83-102

Access Statistics for this article

More articles in International Journal of Internet Marketing and Advertising from Inderscience Enterprises Ltd
Bibliographic data for series maintained by Sarah Parker ().