Subscriber Number is Not Everything: YouTube Community Engagement Measurement

dc.contributor.advisorAmey, Foster
dc.contributor.authorXie, Linxin
dc.contributor.committeememberMertig, Angela
dc.contributor.committeememberDye, Meredith
dc.contributor.departmentSociologyen_US
dc.date.accessioned2017-05-26T17:45:49Z
dc.date.available2017-05-26T17:45:49Z
dc.date.issued2016-12-20
dc.description.abstractThis 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.
dc.description.degreeM.A.
dc.identifier.urihttp://jewlscholar.mtsu.edu/xmlui/handle/mtsu/5299
dc.publisherMiddle Tennessee State University
dc.subjectCommunity
dc.subjectEngagement
dc.subjectExchange
dc.subjectResearch Method
dc.subjectSubscriber
dc.subjectYouTube
dc.subject.umiSociology
dc.thesis.degreegrantorMiddle Tennessee State University
dc.thesis.degreelevelMasters
dc.titleSubscriber Number is Not Everything: YouTube Community Engagement Measurement
dc.typeThesis

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