Do you read comments?
The appeal of user generated
comments on a video-sharing
site

Laeeq Khan
Michigan State University
...
Introduction
 Engagement with media on a range of interactive

platforms

 Commenting provides users with unprecedented
...
What they say
 Do you read comments?

 If yes, why?
Theoretical Foundation
 Uses & Gratifications -- Understanding why and

how individuals seek out specific media to satisf...
Methods
 Online Survey

 Students (n=1512) at a large mid-western university

 Understanding user behavior on a video-s...
Gender and Race
Mixed
Native American

Male
37%

Hispanic
African American
Femal
e
63%

Asian
Caucasian
0

0.5

1

6
YouTube Visit
Frequency
50%
45%

42%

40%
35%
30%
25%
21%

20%

20%
15%
11%
10%

7%

5%
0%
Once a month or
less

Once a we...
Regression
Regression Results
 Users’ comment reading behavior was predicted by:
 the frequency of site visit
 writing comments
 ...
Key Findings
 Individuals read comments

 Avid social media users are more likely to read

comments

 Information seeki...
Future Work
 Extending the work to other social and news media

platforms

 Understanding how reading comments impacts u...
Thank you!
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Do you read comments? Understanding the motives of user partiicpation on a video sharing site

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  • By far the most popular video sharing site by traffic in the worldAbout 21% of visitors to the site come from the United States (Alexa, 2012)YouTube had about 3 billion views a day in 2011 (Moore, 2011)
  • Four needs for using Facebook groups: socializing, entertainment, self-status seeking, and information (Park, Kee, & Valenzuela, 2009)
  • Are you currently registered?
  • Do you read comments? Understanding the motives of user partiicpation on a video sharing site

    1. 1. Do you read comments? The appeal of user generated comments on a video-sharing site Laeeq Khan Michigan State University Convergence, Las Vegas Friday, October 25th, 2013
    2. 2. 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
    3. 3. What they say  Do you read comments?  If yes, why?
    4. 4. 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
    5. 5. 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. 6. Gender and Race Mixed Native American Male 37% Hispanic African American Femal e 63% Asian Caucasian 0 0.5 1 6
    7. 7. YouTube Visit Frequency 50% 45% 42% 40% 35% 30% 25% 21% 20% 20% 15% 11% 10% 7% 5% 0% Once a month or less Once a week or less Several times a week Once Everyday Several times a day 7
    8. 8. Regression
    9. 9. 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
    10. 10. 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
    11. 11. Future Work  Extending the work to other social and news media platforms  Understanding how reading comments impacts user perceptions
    12. 12. Thank you!

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