[Air-L] how users discover videos on youtube?

[Ronald E. Rice]

Sort of related: Bondad-Brown, B.A., Rice, R.E. & Pearce, K.E. (2012).  
Understanding the role of motivations, audience activity, generation,  
and contextual age in online video use and recommendations. Journal of  
Broadcasting and Electronic Media, 56(4) 471-492.
People are increasingly viewing, providing, and recommending video  
content through the Internet.  Applying the uses and gratifications  
framework, along with contextual age and generational theory, this  
study identifies and compares motivations for, and their influence on,  
traditional TV viewing and online user-shared video use among a US  
sample of adult Internet users.  Further, this study explores the form  
and role of audience activity through online user-shared video  
recommendations (type, channel, and social relation). Overall, the  
basic U&G motivations also apply to the new online media world, but  
differ in levels and influence.
At http://www.comm.ucsb.edu/faculty/rrice/a104.htm
-- 
Ronald E. Rice
Arthur N. Rupe Professor in the Social Effects of Mass Communication
International Communication Association President 2006-2007
Co-Director, Carsey-Wolf Center
Dept. of Communication, 4005 Social Sciences & Media Studies Bldg (SSMS)
University of California, Santa Barbara, CA 93106-4020
Ph: 805-893-8696; Fax: 805-893-7102
rrice at comm.ucsb.edu; http://www.comm.ucsb.edu/people/academic/ronald-e-rice;
http://www.carseywolf.ucsb.edu


Quoting Dominic Yeo <skyrock at gmail.com>:

> Dear all,
>
> My intuition tells me that a significant number of views to popular YouTube
> videos are generated via click throughs from social network sites like
> Facebook rather than from the homepage of YouTube itself. But I have not
> been able to locate empirical studies or web analytics to back this up. Can
> anyone point me to any empirical study or report on how users discover
> videos on YouTube?
>
> Thanks in advance!
>
> Dominic Yeo
>
> Research Assistant Professor
> Dept of Communication Studies
> Hong Kong Baptist University
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