Emotional appeals and social support in organizational YouTube videos during COVID-19
Through a content analysis of 106 organizational YouTube videos during COVID-19 from March to September 2020 and sentiment analysis of the 9398 audiences’ comments, this study aims to analyze the emotional appeals, social support, and preventive behaviors reflected in the organizational YouTube vide...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Elsevier
2022-12-01
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| Series: | Telematics and Informatics Reports |
| Subjects: | |
| Online Access: | http://www.sciencedirect.com/science/article/pii/S2772503022000263 |
| _version_ | 1811211036197388288 |
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| author | Wenjing Xie Amanda Damiano Chang-Han Jong |
| author_facet | Wenjing Xie Amanda Damiano Chang-Han Jong |
| author_sort | Wenjing Xie |
| collection | DOAJ |
| description | Through a content analysis of 106 organizational YouTube videos during COVID-19 from March to September 2020 and sentiment analysis of the 9398 audiences’ comments, this study aims to analyze the emotional appeals, social support, and preventive behaviors reflected in the organizational YouTube videos and how such message features influenced audience engagement and audience comments sentiment. We found that hope and happiness are the two emotions used most frequently. Emotional appeals changed over time. Though videos in March and April mainly adopted fear and anxiety appeals, humor became more dominant after May, 2020. Emotional appeals also increased views and positive comments. Videos providing informational and emotional support received more likes. Videos produced at different stages of the pandemic also promoted preventive behaviors differently, with more videos promoting wearing masks after May. Sports/entertainment industries produced videos that received more positive comments than other industries. |
| first_indexed | 2024-04-12T05:06:04Z |
| format | Article |
| id | doaj.art-62c479446e504bee970d02de0aac30f5 |
| institution | Directory Open Access Journal |
| issn | 2772-5030 |
| language | English |
| last_indexed | 2024-04-12T05:06:04Z |
| publishDate | 2022-12-01 |
| publisher | Elsevier |
| record_format | Article |
| series | Telematics and Informatics Reports |
| spelling | doaj.art-62c479446e504bee970d02de0aac30f52022-12-22T03:46:53ZengElsevierTelematics and Informatics Reports2772-50302022-12-018100028Emotional appeals and social support in organizational YouTube videos during COVID-19Wenjing Xie0Amanda Damiano1Chang-Han Jong2Corresponding author.; School of Communication and the Arts, Marist College, Poughkeepsie, NY 12601, United StatesSchool of Communication and the Arts, Marist College, Poughkeepsie, NY 12601, United StatesSchool of Communication and the Arts, Marist College, Poughkeepsie, NY 12601, United StatesThrough a content analysis of 106 organizational YouTube videos during COVID-19 from March to September 2020 and sentiment analysis of the 9398 audiences’ comments, this study aims to analyze the emotional appeals, social support, and preventive behaviors reflected in the organizational YouTube videos and how such message features influenced audience engagement and audience comments sentiment. We found that hope and happiness are the two emotions used most frequently. Emotional appeals changed over time. Though videos in March and April mainly adopted fear and anxiety appeals, humor became more dominant after May, 2020. Emotional appeals also increased views and positive comments. Videos providing informational and emotional support received more likes. Videos produced at different stages of the pandemic also promoted preventive behaviors differently, with more videos promoting wearing masks after May. Sports/entertainment industries produced videos that received more positive comments than other industries.http://www.sciencedirect.com/science/article/pii/S2772503022000263COVID-19CERC modelEmotional appealsSocial support |
| spellingShingle | Wenjing Xie Amanda Damiano Chang-Han Jong Emotional appeals and social support in organizational YouTube videos during COVID-19 Telematics and Informatics Reports COVID-19 CERC model Emotional appeals Social support |
| title | Emotional appeals and social support in organizational YouTube videos during COVID-19 |
| title_full | Emotional appeals and social support in organizational YouTube videos during COVID-19 |
| title_fullStr | Emotional appeals and social support in organizational YouTube videos during COVID-19 |
| title_full_unstemmed | Emotional appeals and social support in organizational YouTube videos during COVID-19 |
| title_short | Emotional appeals and social support in organizational YouTube videos during COVID-19 |
| title_sort | emotional appeals and social support in organizational youtube videos during covid 19 |
| topic | COVID-19 CERC model Emotional appeals Social support |
| url | http://www.sciencedirect.com/science/article/pii/S2772503022000263 |
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