Viral video and social capital


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Viral video and social capital

  1. 1. A Cross-cultural Comparison of Viral Video Consumption and Social Capital in the U.S. and China<br />By YueWeng<br />Dec. 3, 2010<br />
  2. 2. Agenda<br />- Intellectual Questions<br />- Literature Review<br />- Research Questions<br />- Methodology<br /><ul><li> Results and Discussion
  3. 3. Conclusion</li></ul>- Limitation and Future Research<br />1<br />
  4. 4. Intellectual Questions<br />Viral Video<br />2<br />
  5. 5. Literature Review<br /><ul><li> Viral Video Advertising
  6. 6. Social Capital
  7. 7. Cultural Differences in attitudes toward Advertising and media usage</li></ul>3<br />
  8. 8. Research Questions<br />RQ1. Comparing American and Chinese cultures, what are the commonalities and differences in consumption behaviors toward viral video advertisements? <br />RQ2. Comparing American and Chinese cultures, what are the commonalities and differences in attitudestoward viral video advertisements and the brand behind? <br />RQ3. Comparing American and Chinese cultures, what are the commonalities and differences in social relationship establishment tendency via sharing viral videos online?<br />4<br />
  9. 9. Methodology<br /><ul><li>Sampling
  10. 10. Convenient sampling
  11. 11. 49 in UT-Austin in the U.S. and 50 in Fudan University in China
  12. 12. Male vs. female was 30% vs. 70% in the U.S. and 48% vs. 52% in China. The average age of the respondents was 25
  13. 13. Research Design
  14. 14. Qualtrics online survey in English and Chinese
  15. 15. Demo video showing the concept of Viral Video
  16. 16. Replacement of local SNS equivalents in China
  17. 17. Measurement
  18. 18. Demographic questions
  19. 19. Behavioral, attitudinal and social capital questions
  20. 20. Social Networking Sites usage questions</li></ul>5<br />
  21. 21. Results and Discussion<br />Viral Video Consumption Pattern <br />Viewing behavior<br /><ul><li>8% of the Chinese had never seen viral videos before, while 2% in the U.S.
  22. 22. American views a little more than Chinese</li></ul>Searching behavior<br /><ul><li>Both countries seldom found viral videos actively online
  23. 23. American still sought more often than Chinese
  24. 24. Video sharing sites were popular in the U.S. as a source for finding viral videos while that was not the case in China</li></ul>6<br />
  25. 25. Sharing Behavior<br /><ul><li>Highly similar pattern of receiving and forwarding
  26. 26. No significant difference between the U.S. and China
  27. 27. The viral video sharing activities happen more among closer relationships and peers
  28. 28. The most often used platform for sharing was SNS in both countries, but Email was the second biggest in the U.S. while Personal Blog was the second in China</li></ul>Receiving<br />Forwarding<br />7<br />
  29. 29. Attitudes towardViralVideos and Brand Sponsors<br />Attitudes toward viral videos<br /><ul><li>Both countries viewed viral videos more entertaining than informative and actually not intrusive
  30. 30. Americans tended to think viral videos more entertaining and less intrusive
  31. 31. The most common reason for Americans of sharing viral videos was “to entertain people”</li></ul>Appeals of viral videos<br /><ul><li>Top three appeals for both countries were Humor, Enjoyment and Aesthetics
  32. 32. Significant difference appears in Sex and Individualism</li></ul>8<br />
  33. 33. Attitudes toward the brand behind<br /><ul><li>Chinese respondents thought they were more capable to recognize the brand embedded in viral video advertising
  34. 34. Both countries would still forward viral videos with brand elements. However, Chinese were less willing to forward them than American respondents</li></ul>9<br />
  35. 35. SocialRelationship Establishment<br /><ul><li>More of a way to communicate with people that they often contacted than less contacted in the U.S. while neutral in China
  36. 36. More feeling of caring from people that they often contacted than less contacted in the U.S. while neutral in China
  37. 37. Informational support overweighed emotional support in both countries</li></ul>American Pattern<br />Chinese Pattern<br />10<br />
  38. 38. Conclusion<br /><ul><li> Viral videos are prevalent around the globe
  39. 39. Similarities in Consumption Pattern
  40. 40. Differences of Attitudes toward Viral Video and the brand behind
  41. 41. Differences of Social Relationship Establishment
  42. 42. Perceived by consumers as non-intrusive, and appreciated for its entertainment value as well as for its information sharing
  43. 43. For those multi-national companies, branded viral videos can be leveraged as a good channel but they should take the cultural differences into consideration</li></ul>11<br />
  44. 44. Limitation & Future Research<br /><ul><li> Replacement with local sites
  45. 45. Other factors may play a role in motivations of viewing, such as product origin
  46. 46. Further qualitative research can be helpful</li></ul>12<br />
  47. 47. Thank You<br />13<br />