Audience and Business of Youtube and Online Videos

Informationen zum Autor Louisa Ha is professor in the School of Media and Communication at Bowling Green State University and editor of Journalism and Mass Communication Quarterly. Louisa Ha is professor in the School of Media and Communication at Bowling Green State University and editor of Journalism and Mass Communication Quarterly. Klappentext This book examines the underexplored business side of YouTube and YouTube audiences’ responses to product review videos, sponsored videos, and online video advertising as well as the creators’ role in the video content. Zusammenfassung This book examines the underexplored business side of YouTube and YouTube audiences’ responses to product review videos, sponsored videos, and online video advertising as well as the creators’ role in the video content. Inhaltsverzeichnis List of Tables and Figures Preface Acknowledgments Chapter 1. YouTube as a Global Online Video Portal and an Alternative to TV Louisa Ha Chapter 2. Users and Non-users of YouTube and Online Video Services Mohammad Abuljadail Chapter 3. What Do Digital Natives Watch on YouTube? Alyssa Fisher and Louisa Ha Chapter 4. How Digital Natives Watch Online Videos: Digital Divide and Media Devices Louisa Ha Chapter 5. YouTube Product Review Videos as eWOM Nicky Chang Bi Chapter 6. Comments on YouTube Product Review Videos Xiaoli Wen Chapter 7. YouTube and Other Social Media Fiouna Ruonan Zhang and Nicky Chang Bi Chapter 8. Brand Videos on YouTube Alyssa Fisher Chapter 9. Sponsored Videos on YouTube Fiouna Ruonan Zhang Chapter 10. Online Video Advertising Viewership and Avoidance on YouTube Kisun Kim and Claire Youngnyo Joa Chapter 11. Most Popular YouTube Channels Louisa Ha Chapter 12. Is YouTube Red the Ultimate Viewing Experience and the Future of Online Video Audience Research Louisa Ha Appendix A. Survey Questionnaire Appendix B. In-depth Interview Protocol Index About the Editor About the Contributors ...

Product details

• Authors: Louisa Ha
• Assisted by: Louisa Ha (Editor)
• Publisher: Lexington Books
• Languages: English
• Product format: Hardback
• Released: 30.06.2018
• EAN: 9781498576482
• ISBN: 978-1-4985-7648-2
• No. of pages: 230
• Series: Lexington Studies in Communica; Lexington Studies in Communication and Storytelling; Lexington Studies in Communication and Storytelling; Bloomsbury Studies in Communication and Storytelling
• Subjects: Social sciences, law, business > Media, communication > General, dictionaries; Media Studies, Market research, SOCIAL SCIENCE / Media Studies, LANGUAGE ARTS & DISCIPLINES / Communication Studies, Media, Information & Communication Industries