Subscriber Number is Not Everything: YouTube Community Engagement Measurement

dc.contributor.advisor Amey, Foster Xie, Linxin
dc.contributor.committeemember Mertig, Angela
dc.contributor.committeemember Dye, Meredith
dc.contributor.department Sociology en_US 2017-05-26T17:45:49Z 2017-05-26T17:45:49Z 2016-12-20
dc.description.abstract This study developed a method for measuring engagement in YouTube user-generated content (UGC) communities. To date, subscription number has been the most important index to measure YouTube Channels’ value; however, it cannot tell the quality of the channel in terms of community engagement. The main goal of this paper was to develop a measurement method to calculate an engagement index of UGC channels. Using this method, I analyzed 31 YouTube UGC channels and their 2.7 million comments. The result is that engagement index does not have positive correlation with the subscriber number. Some channels have community engagement levels not reflected by their subscriber numbers. This analysis method adds to the sociological literature on community and can serve the interests of businesses and agencies looking for marketing opportunities on the UGC YouTube channels. M.A.
dc.publisher Middle Tennessee State University
dc.subject Community
dc.subject Engagement
dc.subject Exchange
dc.subject Research Method
dc.subject Subscriber
dc.subject YouTube
dc.subject.umi Sociology
dc.thesis.degreegrantor Middle Tennessee State University
dc.thesis.degreelevel Masters
dc.title Subscriber Number is Not Everything: YouTube Community Engagement Measurement
dc.type Thesis
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