An Analysis of Interaction and Engagement in YouTube Live Streaming Chat

Liebeskind, Chaya; Liebeskind, Shmuel; Yechezkely, Shoam

doi:10.1109/swc50871.2021.00045

Cited by 4 publications

(2 citation statements)

References 20 publications

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“…The above-mentioned findings found a positive relationship between involvement and perceived ease of use and therefore substantiate that emoji usage in digital marketing communications led to positive attitudes. Research confirms the findings of the current study, in other words, that involvement is related to perceived ease of use in digital marketing communications (Liebeskind et al , 2021). Hence, it can be concluded that emoji digital marketing communications are understood and favorably perceived by Gen Z consumers.…”

Section: Discussionsupporting

confidence: 91%

Customer engagement and intention to purchase attitudes of generation Z consumers toward emojis in digital marketing communications

Duffett,

Maraule

2024

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Purpose Emojis are quickly becoming a popular new language in social media and marketing. The capability to express emotions and make message understanding easier is one of the primary reasons for using emojis. The aim of this research was to determine the influence of perceived usefulness, perceived ease of use, trust, and involvement on customer engagement due to emojis used in digital marketing communications among Generation Z (Gen Z) in South Africa. Design/methodology/approach Following the descriptive research approach, quantitative research was used in this study. A questionnaire (self-administered) was utilized to test the effectiveness of using emojis among 1,000 young consumers. Structural equation modeling was used to test the hypotheses. Findings The findings of the study yielded positive relationships between the variables, namely between trust and involvement; involvement and the perceived ease of use; involvement and perceived usefulness; perceived ease of use and perceived usefulness; trust and customer engagement; perceived usefulness and customer engagement; involvement and customer engagement; customer engagement and intention to purchase; trust and intention to purchase; and perceived usefulness and intention to purchase. Practical implications This study can help organizations in emerging markets use emojis in their digital marketing communications to engage customers and stimulate intention to purchase among young people, especially the Gen Z cohort, who seek organizations and brands that understand and connect with them. Originality/value By investigating the effects of emojis in digital marketing communications, this study contributes to the customer-centric process and the literature on emoji usage while also involving a credible digital language when communicating with members of Gen Z. By extending TAM, the findings of this study contribute to the TAM literature by demonstrating that emoji usage in digital marketing communications positively influences various attitudinal associations among Gen Z consumers.

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Section: Discussionsupporting

confidence: 91%

Customer engagement and intention to purchase attitudes of generation Z consumers toward emojis in digital marketing communications

Duffett,

Maraule

2024

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“…By exploring user behavior in YouTube live streaming chat during Trump's 2020 presidential campaingn in the United States Liebeskind et al [17] find, through the use of Natural Language Processing algorithms, that most messages express sentiment, with positive sentiment outweighing the negative. They also found that heavy users tend to use more emojis and express more sentiment while using less abusive language.…”

Section: Related Workmentioning

confidence: 99%

Characterizing Vaccination Movements on YouTube in the United States and Brazil

Locatelli

Caetano

Meira

et al. 2022

Proceedings of the 33rd ACM Conference on Hypertext and Social Media

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In the context of COVID-19 pandemic, social networks such as Facebook, Twitter, YouTube and Instagram stand out as important sources of information. Among those, YouTube, as the largest and most engaging online media consumption platform, has a large influence in the spread of information and misinformation, which makes it important to study how the platform deals with the problems that arise from disinformation, as well as how its users interact with different types of content. Considering that United States (USA) and Brazil (BR) are two countries with the highest COVID-19 death tolls, we asked the following question: What are the nuances of vaccination campaigns in the two countries? With that in mind, we engage in a comparative analysis of pro and anti-vaccine movements on YouTube. We also investigate the role of YouTube in countering online vaccine misinformation in USA and BR. For this means, we monitored the removal of vaccine related content on the platform and also applied various techniques to analyze the differences in discourse and engagement in pro and anti-vaccine "comment sections". We found that American anti-vaccine content tend to lead to considerably more toxic and negative discussion than their pro-vaccine counterparts while also leading to 18% higher user-user engagement, while Brazilian anti-vaccine content was significantly less engaging. We also found that pro-vaccine and anti-vaccine discourses are considerably different as the former is associated with conspiracy theories (e.g. ccp), misinformation and alternative medicine (e.g. hydroxychloroquine), while the latter is associated with protective measures. Finally, it was observed that YouTube content removals are still insufficient, with only approximately 16% of the anti-vaccine content being removed by the end of the studied period, with the United States registering the highest percentage of removed anti-vaccine content(34%) and Brazil registering the lowest(9.8%).CCS Concepts: • Human-centered computing → Empirical studies in collaborative and social computing.

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