The science of YouTube: What factors influence user engagement with online science videos?
As the reach of science content in traditional media declines, many institutions and scientists are turning to YouTube as a powerful tool for communicating directly with non-expert publics. They do so with little empirical social science research guiding their efforts. This study explores how video...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Public Library of Science (PLoS)
2022-01-01
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| Series: | PLoS ONE |
| Online Access: | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9132274/?tool=EBI |
| _version_ | 1818214187280629760 |
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| author | Shiyu Yang Dominique Brossard Dietram A. Scheufele Michael A. Xenos |
| author_facet | Shiyu Yang Dominique Brossard Dietram A. Scheufele Michael A. Xenos |
| author_sort | Shiyu Yang |
| collection | DOAJ |
| description | As the reach of science content in traditional media declines, many institutions and scientists are turning to YouTube as a powerful tool for communicating directly with non-expert publics. They do so with little empirical social science research guiding their efforts. This study explores how video characteristics and social endorsement cues provided by audience members might influence user engagement with online science videos. Shorter videos are more likely to be viewed. Social endorsement cues significantly relate to variations in user engagement, with likes having a consistent positive association with all types of engagement. Implications for science communication through YouTube are discussed. |
| first_indexed | 2024-12-12T06:16:12Z |
| format | Article |
| id | doaj.art-69fb0cd6b07e4630824b382d9aac6a84 |
| institution | Directory Open Access Journal |
| issn | 1932-6203 |
| language | English |
| last_indexed | 2024-12-12T06:16:12Z |
| publishDate | 2022-01-01 |
| publisher | Public Library of Science (PLoS) |
| record_format | Article |
| series | PLoS ONE |
| spelling | doaj.art-69fb0cd6b07e4630824b382d9aac6a842022-12-22T00:35:01ZengPublic Library of Science (PLoS)PLoS ONE1932-62032022-01-01175The science of YouTube: What factors influence user engagement with online science videos?Shiyu YangDominique BrossardDietram A. ScheufeleMichael A. XenosAs the reach of science content in traditional media declines, many institutions and scientists are turning to YouTube as a powerful tool for communicating directly with non-expert publics. They do so with little empirical social science research guiding their efforts. This study explores how video characteristics and social endorsement cues provided by audience members might influence user engagement with online science videos. Shorter videos are more likely to be viewed. Social endorsement cues significantly relate to variations in user engagement, with likes having a consistent positive association with all types of engagement. Implications for science communication through YouTube are discussed.https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9132274/?tool=EBI |
| spellingShingle | Shiyu Yang Dominique Brossard Dietram A. Scheufele Michael A. Xenos The science of YouTube: What factors influence user engagement with online science videos? PLoS ONE |
| title | The science of YouTube: What factors influence user engagement with online science videos? |
| title_full | The science of YouTube: What factors influence user engagement with online science videos? |
| title_fullStr | The science of YouTube: What factors influence user engagement with online science videos? |
| title_full_unstemmed | The science of YouTube: What factors influence user engagement with online science videos? |
| title_short | The science of YouTube: What factors influence user engagement with online science videos? |
| title_sort | science of youtube what factors influence user engagement with online science videos |
| url | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9132274/?tool=EBI |
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