Search Results (50)

In the attention-driven environment of online video platforms, understanding the factors that influence content selection and channel subscriptions is crucial for creators, marketers, and platform managers. This study investigates how thumbnails, view counts, video length, genre, and the number of advertisements affect user decision-making on YouTube. Grounded in random utility theory and reference-dependent preference theory, this study conducted a choice experiment with 525 respondents and employed a combined model of rank-ordered and binary logit methods to analyze viewing and subscription behaviors. The results indicate a significant preference for thumbnails with subtitles and shorter videos. Notably, we found evidence of reference-dependent effects, whereby a higher-than-expected number of ads decreased viewing probability, while a lower-than-expected number significantly increased subscription probability. This study advances our understanding of the factors that influence user behavior on social media, specifically in terms of viewing and subscribing, and empirically supports prospect theory in the online advertising market. Our findings offer both theoretical and practical insights into optimizing video content and monetization strategies in competitive social media markets. Full article

Brazil and Portugal are undeniably united because they share the same language, ocean, and, to a considerable extent, history. There has also been a profound rapprochement between the two countries at the media level, particularly in telenovelas. Brazil developed the “telenovela” genre in the 1950s and inspired Portuguese serial television fiction the most. First, Portugal saw a commitment to plots of Brazilian origin (1977—“Gabriela, Cravo e Canela”), a reality still observed today, albeit somewhat. Portuguese producers then studied and recruited Brazilian professionals when the first Portuguese narratives were created to absorb their knowledge and expertise. This research aims to measure how many telenovelas have been written by women since their broadcasting in the Portuguese–Brazilian market. This question unfolds into other questions, such as the following: What is the ratio of telenovelas written by men to women from 1951 to March 2025 in Portugal and Brazil? Is there a trend towards equilibrium, an increase or decrease in telenovelas written by men or women in the market being analyzed? To answer these questions, data was collected manually through information repositories such as “Observatório de TV” and “SP Televisão” and by watching generic telenovelas available on YouTube or the broadcasters’ channels. Portuguese and Brazilian television channels with national coverage were considered for this research. The data shows that 926 telenovelas were broadcast in the Portuguese–Brazilian market, of which 27.7 per cent were written by women, 64.1 per cent by men, 7.4 per cent were written in partnership between men and women, and 0.8 per cent have no information available. This study reveals a better balance between the number of male and female authors in Portugal than in Brazil and a downward trend in the number of female telenovela authors in Brazil after the military dictatorship. Full article

This study examines how social media platforms influence tourism marketing strategies, consumer perceptions, and travel behaviors, addressing their sustainability implications. It aims to evaluate the current state of research on social media in tourism marketing, identify dominant trends, assess empirical evidence of impact, and critically highlight research gaps. The analysis focuses on three core marketing outcomes: destination image, travel intention, and user engagement—and includes a section examining sustainability considerations across environmental, sociocultural, and economic dimensions. The study uses a systematic critical review of 147 peer-reviewed academic articles published between 2015 and 2025, combined with a meta-analysis of 38 quantitative studies that report statistical effect sizes. The meta-analysis uses a random-effects model to compare the influence of different platforms and study contexts. Moderator variables include geographic region, platform type, and methodological design. Findings show that social media marketing has a statistically significant positive effect on destination image (Cohen’s d = 0.61), travel intention (d = 0.54), and user engagement (d = 0.43). The analysis also reveals geographic bias, limited research on emerging platforms, and a lack of longitudinal and ethical inquiry. Findings suggest that tourism researchers and marketers may have to adopt more context-sensitive, interdisciplinary, and ethical approaches. Critical sustainability concerns emerge, including “overtourism”, cultural commodification, digital inequities, and algorithmic biases. Further studies may focus on specific platform-related behaviors, long-term impacts, and integrated online strategies appropriate for global tourism diversity. Lastly, this paper advocates for context-sensitive, interdisciplinary, and ethically grounded approaches to ensure sustainable digital tourism marketing strategies. Full article

In the increasingly competitive mobile ecosystem, understanding user behavior is essential to improve targeted sales and the effectiveness of advertising. With the widespread adoption of smartphones and the increasing variety of mobile applications, predicting user behavior has become more complex. This study presents a comprehensive framework for predicting mobile payment behavior by integrating demographic, situational, and behavioral factors, focusing on patterns in mobile application usage. To address the complexity of the data, we use a combination of machine-learning models, including extreme gradient boosting, light gradient boosting machine, and CatBoost, along with Shapley additive explanations (SHAP) to improve interpretability. An analysis of extensive panel data from Korean Android users reveals that incorporating application usage behavior in such models considerably improves the accuracy of mobile payment predictions. The study identifies key predictors of payment behavior, indicated by high Shapley values, such as using social networking services (e.g., KakaoTalk and Instagram), media applications (e.g., YouTube), and financial and membership applications (e.g., Toss and OK Cashbag). Moreover, the results of the SHAP force analysis reveal the individual session-level drivers of mobile purchases. These findings advance the literature on mobile payment prediction and offer practical insights for improving targeted marketing strategies by identifying key behavioral drivers of mobile transactions. Full article

YouTube has emerged as a powerful platform for digital content distribution, particularly in niche sectors such as fisheries and environmental sustainability. This study examines the impact of specific keywords on video visibility and engagement, focusing on fishery-related YouTube channels within the broader supply chain context. Using a statistical analysis with R software, this study isolates the influence of keywords while controlling for macro-characteristics such as video duration, title length, and description length. The findings reveal that while most structural video attributes do not significantly impact views, keyword optimization in video titles is crucial in improving discoverability. Additionally, a positive correlation between views and user engagement (likes) is confirmed, highlighting the role of interaction in content promotion. These insights provide actionable recommendations for content creators seeking to enhance their digital outreach while offering theoretical contributions to search engine optimization (SEO) and social media marketing strategies. Full article

The advent of social commerce platforms fueled by the growing commercialization of social media and networking sites represents a significant evolution in e-commerce dynamics. This study investigates the pivotal role of key opinion leaders (KOLs), particularly YouTubers, in shaping consumer purchasing behavior. Recognizing the powerful influence exerted by KOLs, we examined their ability to promote product diffusion through credibility, specialized knowledge, and strategic word-of-mouth campaigns. This study employs a robust theoretical framework that foregrounds the influence of KOLs while integrating critical constructs, such as perceived value and risk, into a comprehensive model. Our empirical analysis, based on data from 411 valid responses, yields the following insights: the expertise and renown of KOLs exert a profound effect on consumer purchase intentions; consumer perceptions of value positively correlate with trust, whereas perceived risk negatively affects it; and trust mediates the relationship between KOL characteristics (popularity and professionalism) and consumers’ relationship strength with purchase intentions. The findings advocate leveraging KOLs’ renown and expertise while mitigating perceived risks to amplify consumer purchase intentions, thus providing actionable strategies for marketers in the burgeoning social commerce landscape. Full article

The global VTuber market is experiencing rapid growth, with VTubers extending beyond mere content creators to be utilized in various fields such as social interaction, public relations, and health. VTubers have the potential to expand the existing content market and contribute to increasing economic and public value. This study aims to investigate the perception of VTubers in South Korea and to provide insights that can contribute to the global activation of the VTuber entertainment industry. For this purpose, unstructured data on VTubers from the past three years, during which interest in VTubers has significantly grown in South Korea, was collected. A total of 57,891 samples were gathered from Naver, Daum, and Google, of which 50 highly relevant data points between VTubers and users were selected for analysis. First, key terms such as ‘Broadcast’, ‘YouTube’, ‘Live’, ‘Game’, ‘Youtuber’, ‘Japan’, ‘Character’, ‘Video’, ‘Sing’, ‘Virtual’, ‘Woowakgood’, ‘Fan’, ‘Idol’, ‘Korea’, ‘Twitch’, ‘IsegyeIdol’, ‘Communication’, ‘Worldview’, ‘VTuberIndustry’, ‘Contents’, ‘AfricaTV’, ‘Nijisanji’, and ‘Streamer’ were extracted. Second, CONCOR analysis revealed four clusters: ‘Famous VTubers’, ‘Features of VTubers’, ‘VTuber Industry’, and ‘VTuber Platforms’. Based on these findings, the study offers various academic and practical implications regarding VTubers in South Korea and explores the potential for global growth in the VTuber industry. Full article

Sentiment analysis is a technique used to understand the public’s opinion towards an event, product, or organization. For example, sentiment analysis can be used to understand positive or negative opinions or attitudes towards electric vehicle (EV) brands. This provides companies with valuable insight into the public’s opinion of their products and brands. In the field of natural language processing (NLP), transformer models have shown great performance compared to traditional machine learning algorithms. However, these models have not been explored extensively in the EV domain. EV companies are becoming significant competitors in the automotive industry and are projected to cover up to 30% of the United States light vehicle market by 2030 In this study, we present a comparative study of large language models (LLMs) including bidirectional encoder representations from transformers (BERT), robustly optimised BERT (RoBERTa), and a generalised autoregressive pre-training method (XLNet) using Lucid Motors and Tesla Motors YouTube datasets. Results evidenced that LLMs like BERT and her variants are off-the-shelf algorithms for sentiment analysis, specifically when fine-tuned. Furthermore, our findings present the need for domain adaptation whilst utilizing LLMs. Finally, the experimental results showed that RoBERTa achieved consistent performance across the EV datasets with an F1 score of at least 92%. Full article

Social media data are increasingly used to assess public opinion dynamics and develop sustainable regional tourism policies. This study explored the changes in travel patterns and preferences in Gangwon Province before, during, and after the implementation of social distancing measures during the COVID-19 pandemic. Five hundred and twenty-six YouTube videos related to travel in Gangwon Province were collected using NodeXL, and content and statistical analyses were conducted on travel regions, main activities, and viewers’ reactions. The main findings indicated that as the intensity of social distancing measures increased, the activity of YouTube video creators also increased, particularly in the East Coast region, compared with other locations such as mountains, rivers, and traditional markets. Viewer engagement was the highest during the implementation of social distancing, showing a considerable interest in beach travel. These results have significant implications for planning safe travel during crises such as COVID-19 and for local governments to promote a responsible travel environment. Full article

The drone industry has opened its market to ordinary people, making drones prevalent in daily life. However, safety and security issues have been raised as the number of accidents rises (e.g., losing control and colliding with people or invading secured properties). For safety and security purposes, observers and surveillance systems must be aware of UAVs invading aerial spaces. This paper introduces a UAV tracking system with ROI-based video coding capabilities that can efficiently encode videos with a dynamic coding rate. The proposed system initially uses deep learning-based UAV detection to locate the UAV and determine the ROI surrounding the detected UAVs. Afterward, the ROI is tracked using optical flow, which is relatively light in computational load. Furthermore, our devised module for effective compression, XROI-DCT, is applied to non-ROI regions, so a different coding rate is applied depending on the region during encoding. The proposed UAV tracking system is implemented and evaluated by utilizing videos from YouTube, Kaggle, and a video of 3DR Solo2 taken by the authors. The evaluation verifies that the proposed system can detect and track UAVs significantly faster than YOLOv7 and efficiently encode a video, compressing 70% of the video based on the ROI. Additionally, it can successfully identify the UAV model with a high accuracy of 0.9869 ROC–AUC score. Full article

This article examines the communication and marketing requirements of a prospective business enterprise that specializes in offering online courses focusing on psychology, personal growth and professional development to change patterns of educational production and consumption. The objective of this research is to analyse the necessary brand positioning for this company to improve its visibility, attracting and retaining interested customers. Using a sequential and evidence-based methodology, this study analyses the precise business requirements to establish an optimal and competitive platform for professionals offering wellbeing courses. This involved analysing the characteristics and needs of the target audience—the professionals who would deliver the courses—and the audience who would enrol in the courses. In addition, we assessed the company’s environmental context, its strengths, weaknesses and unique selling points, as well as effective marketing and positioning strategies, and its direct competitors. We identified a growing interest in online training of courses that contribute to wellbeing. Among the target audience, preferences were diverse, with 58.1% leaning towards personal growth, 45.9% interested in meditation and 43.2% in psychology. Social media, particularly YouTube (52.7%), served as the main source of information for these courses. Criticisms focused mainly on issues such as poor visual and audio quality (20%), inadequate structuring of content (30%) and perceived boredom (23.6%). Addressing these preferences through multilingual translation, niche targeting, diverse course offerings, flexible pricing and membership options can effectively cater to diverse customer segments. The findings emphasise the importance of prioritising audiovisual quality and personalised learning experiences to foster audience loyalty. Full article

This article aims to reflect on the images of childhood in videos featuring child YouTubers playing, analyzing the nature of play portrayed in them and its relationship with the child’s right to play and be protected against any form of exploitation. Method: A documentary study of 100 videos shared on YouTube was conducted, subjected to categorical content analysis with an emphasis on the modes of participation of adults and children in dialogues with the platform’s languages present in the videos. Results and Discussion: The boundaries between children’s artistic expression and child labor exploitation are becoming increasingly challenging, with legal discussions presenting difficulties in regulation due to the home environment and predominant parental control. The analysis reveals how the videos are perceived as standardized commodities, hiding the concrete work behind an image of apparent spontaneity. Conclusion: The research highlights contractual digital risks for children, focusing on those related to commercialization. The analyzed videos reflect an instrumentalization of the child’s basic right to play, associated with market interests, an aspect that takes on the contours of child labor exploitation, compromising the freedom to play spontaneously. Full article

The artistic performance of identity by top Latin music artists can be heard on many Top-40 US radio stations, since, as of July 2023, 20% of the Billboard Hot 100 is (Spanish language) Latin music. This study aims to determine the variants found in the pronunciation of coda /s/, a robust phonetic differentiator of regional and social dialects, in the top songs versus in the spontaneous speech of the two top Latin music artists in the global market. Are Bad Bunny and J Balvin holding to the pronunciation of their respective regional variety in their artistic performance speech (APS, my term) or are they shifting to a different pronunciation? What motivations might cause a difference in the pronunciation of their APS and spontaneous speech? Bad Bunny and J Balvin’s pronunciation of coda /s/ is analyzed in depth as sociophonetic data: their performances of songs from 2018 to 2020 that charted at the top of the Hot Latin Songs Billboard chart as well as on The Billboard Hot 100 chart, and their spontaneous speech from their most-viewed Spanish-language interviews and Instagram Live recordings on YouTube recorded between 2018 and 2020. Bad Bunny overwhelmingly used deletions (∅) in his spontaneous speech—which is typical of an island Puerto Rican—but used a statistically significant amount of maintenance of the sibilant [s] and its aspirated variant [h] in his APS (p < 0.0001). J Balvin primarily used [s] in his spontaneous speech—which is typical of Medellín, Colombia—but used about 50/50 [s] and (∅) in his APS. They are both shifting to a different pronunciation in their APS and converging towards each other, and the difference is statistically significant (p < 0.0001). This dialect convergence could be the beginning of an identity-based pan-Latinx dialect leveling that is, on the one hand, the “in-crowd” pronunciation with covert prestige but, on the other hand, is part of the formation of an evolving multi-regional connector variant diffused through popular music and pop culture. Full article

Research into the role of digital influencers in marketing strategies is a rapidly developing area that has attracted the interest of researchers and organizations. In recent years, organizations have become increasingly interested in using digital influencers to promote their brands and disseminate advertising messages with a high impact on their target audience. Digital influencers are beginning to be used as models for sustainable consumption behavior (for example in the fashion, food, and health sectors) by promoting environmental and sustainable values. By promoting sustainable content and disseminating messages of environmental awareness, digital influencers can help achieve the Sustainable Development Goals (SDGs). This study aims to identify the attributes (attitude homophily, physical attractiveness, and social attractiveness) and perceived characterizations (trustworthiness, perceived expertise, and parasocial relationship) of digital influencers and their impact on purchase intention among a sample of Portuguese consumers. It also aims to identify the most relevant types of digital influencers according to their areas of influence (fashion, sports, beauty, and cinema/TV/music) and their impact on purchase intention. For data collection, an online questionnaire was developed and administered to a non-probabilistic convenience sample. Only respondents who had experience purchasing a product or service after watching a YouTuber’s advertisement (screening question) or following or searching for a digital influencer could complete the questionnaire. A total of 243 valid questionnaires were received. The main findings are that the attributes and perceived characterizations of digital influencers have a positive and significant impact on purchase intention. It was also found that digital influencers can enhance shopping experience and credibility, which has a strong impact on consumers’ purchase intentions. In terms of sector, the data show that the most important influencer in the ‘Fashion’ sector is Helena Coelho, in the ‘Sports’ sector is Cristiano Ronaldo, in the ‘Beauty’ sector is Sara Sampaio, and in the ‘Music, TV, Cinema’ sector is Ricardo Araújo Pereira. This study can help companies use digital influencers more effectively in their digital marketing strategies, as credibility, experience, and parasocial relationships have a strong impact on consumers’ purchase intention. Full article

In January 2017, millions of people occupied various public places across the southern Indian state of Tamil Nadu, protesting the Supreme Court’s ban on Jallikattu, a bull-wrangling contest considered central to Tamil identity. Social media was thought to have triggered this ‘leaderless’ protest. Seven days in, a police crackdown splintered the protest’s seemingly unified front. Academic commentators have argued that social media present radical possibilities, ‘short-circuiting’ older forms of broadcast media, which had already been colonized by the state. Taking as discursive sites two videos, one of them posted by a popular Facebook group and another by a YouTube channel centred around Dalit issues, I argue that an a priori claim of new media having a lesser or greater potential to resist colonization is largely untenable. The possibility of such resistance is contingent on the micropolitics of contestation within concrete, localized sites. I analyse narratives of loss and rage on two different social media spaces, elicited from a fishing community near one of the protest sites, after their homes were attacked and their local market had been burnt down by the police. By focusing on tactics of interviewing, I demonstrate that, in the span of a week, the same technological platform credited with sparking the protests that brought the Tamils together as one, now constitutes the limits of the formation of radical subjectivity, as Tamil society finds itself fractured once again. Full article