Search Results (216)

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

This study examines how Environmental, Social, and Governance (ESG) reporting is communicated and perceived on YouTube. A dataset of 553 relevant videos and 5060 user comments was extracted on 2 April 2025 ranging between 2014 and 2025, and sentiment, topic, and stance analyses were applied to both transcripts and comments. The majority of video content strongly endorsed ESG reporting, emphasizing themes such as transparency, regulatory compliance, and financial performance. In contrast, viewer comments revealed diverse stances, including skepticism about methodological inconsistencies, accusations of greenwashing, and concerns over politicization. Notably, statistical analysis showed minimal correlation between video sentiment and audience sentiment, suggesting that user perceptions are shaped by factors beyond the tone of the videos themselves. These findings underscore the need for more rigorous ESG frameworks, enhanced standardization, and proactive stakeholder engagement strategies. The study highlights the value of online platforms for capturing stakeholder feedback in real time, offering practical insights for organizations and policymakers seeking to strengthen ESG disclosure and communication. Full article

In the context of eco-friendly e-commerce, understanding the psychological and experiential mechanisms that drive consumers’ online purchasing behavior is essential for promoting sustainable platform development. This study aims to fill a critical gap in the literature by examining how social interaction, entertainment, and sales promotion influence consumers’ purchase intentions through the mediating roles of perceived value and immersive flow experience. Grounded in the Stimulus–Organism–Response (S-O-R) theoretical framework, we developed a structural model and conducted an empirical analysis using survey data collected from 438 online shoppers. Data analysis was conducted using SPSS and AMOS through SEM. The results show that social interaction and sales promotion significantly enhance both perceived value and flow experience, which in turn positively influence consumers’ purchase intentions. However, entertainment exhibits a negative and significant effect on perceived value and does not significantly affect flow experience, indicating that hedonic content may not always translate into perceived usefulness or deep engagement. Moreover, the influence of social interaction on flow experience was also found to be negative and significant, suggesting that not all forms of interaction necessarily lead to immersive experiences. These findings highlight the complex psychological dynamics in digital consumption. This study contributes original insights by integrating psychological engagement mechanisms with the goal of digital sustainability, offering practical implications for online retailers aiming to enhance user engagement and platform longevity through experience-driven strategies. Full article

The present study explores the use of Instagram as an innovative strategy in the teaching–learning process in the context of animal reproduction topics. In the current era, with digital technology and social media transforming how information is accessed and consumed, it is essential for teachers to adapt and harness the potential of these tools for educational purposes. This article delves into the need for teachers to stay updated with current trends and the importance of promoting digital competences among teachers. This research aims to provide insights into the benefits of integrating social media into the educational landscape. Students of Veterinary Science degrees, Master’s degrees in Equine Sport Medicine as well as vocational education and training (VET) were involved in this study. An Instagram account named “UCOREPRO” was created for educational use, and it was openly available to all users. Instagram usage metrics were consistently tracked. A voluntary survey comprising 35 questions was conducted to collect feedback regarding the educational use of smartphone technology, social media habits and the UCOREPRO Instagram account. The integration of Instagram as an educational tool was positively received by veterinary students. Survey data revealed that 92.3% of respondents found the content engaging, with 79.5% reporting improved understanding of the subject and 71.8% acquiring new knowledge. Students suggested improvements such as more frequent posting and inclusion of academic incentives. Concerns about privacy and digital distraction were present but did not outweigh the perceived benefits. The use of short videos and microlearning strategies proved particularly effective in capturing students’ attention. Overall, Instagram was found to be a promising platform to enhance motivation, engagement, and informal learning in veterinary education, provided that thoughtful integration and clear educational objectives are maintained. In general, students expressed positive opinions about the initiative, and suggested some ways in which it could be improved as an educational tool. Full article

Objective: This cross-sectional content analysis aimed to investigate how oil pulling is portrayed on YouTube Shorts, focusing on the types of speakers, claims made, and alignment with scientific evidence. The study further explored how the content may influence viewer perception, health behaviors, and the potential spread of misinformation. Methods: On 28 January 2025, a systematic search of YouTube Shorts was performed using the term “oil pulling” in incognito mode to reduce algorithmic bias. English language videos with at least 1000 views were included through purposive sampling. A total of 47 Shorts met the inclusion criteria. Data were extracted using a structured coding framework that recorded speaker type (e.g., dentist, hygienist, influencer), engagement metrics, stated benefits, oil type and regimen, the use of disclaimers or citations, and stance toward oil pulling rated on a 5-point Likert scale. Speaker background and nationality were determined through publicly available channel descriptions or linked websites, with user identities anonymized and ethical approval deemed unnecessary due to the use of publicly available content. In total, 47 videos met the inclusion criteria. Results: Of the 47 YouTube Shorts that met the inclusion criteria, most were posted by influencers rather than dental professionals. These videos predominantly encouraged oil pulling, often recommending coconut oil for 10–15 min daily and citing benefits such as reduced halitosis and improved gum health. However, a smaller subset advanced more extreme claims, including reversing cavities and remineralizing enamel. Notably, US-licensed dentists and dental hygienists tended to discourage or express skepticism toward oil pulling, assigning lower Likert scores (1 or 2) to influencers and alternative health practitioners (often 4 or 5). Conclusions: YouTube Shorts largely promote oil pulling through anecdotal and testimonial-driven content, often diverging from evidence-based dental recommendations. The findings reveal a disconnect between professional dental guidance and popular social media narratives. While some benefits like halitosis reduction may have limited support, exaggerated or misleading claims may result in improper oral hygiene practices. Greater engagement from dental professionals and improved health communication strategies are needed to counteract misinformation and reinforce oil pulling’s role, if any, as an adjunct—not a replacement—for standard oral care. Future studies should explore viewer interpretation, behavioral influence, and cross-platform content patterns to better understand the impact of short-form health videos. Full article

Social media platforms facilitate the dissemination of science and access to it. However, gender inequalities in the participation and visibility of communicators persist. This study examined the differences in reach and audience response between YouTube and TikTok from a gender perspective. To do so, the ten most influential science accounts on YouTube and TikTok were selected, with the sample divided equally between men and women, to conduct a comparative study. A total of 4293 videos on TikTok and 4825 on YouTube were analyzed, along with 277,528 comments, considering metrics of views and interaction. The results show that on YouTube, men received more likes and views, while on TikTok, audience response was more balanced. The participation of women on both platforms also had a differential impact, as the number of women engaging with content on YouTube negatively correlated with interaction levels, whereas on TikTok, their impact was slightly positive. In conclusion, TikTok emerges as a more inclusive space for scientific communication, though structural challenges remain on both platforms, encouraging further research into strategies that promote gender equity in online science communication. Full article

This paper examines how Marley Dias’ activism on Instagram promotes racial justice, Black feminist thought, and youth mobilization through digital storytelling, representation, and audience engagement. Using a mixed-methods analysis of 744 posts published between 2016 and 2025, the study combined critical thematic coding, temporal mapping, and engagement metrics to analyze the discursive and emotional strategies behind Dias’ activism. Five key themes were identified as central to her activist work: diversity in literature, lack girl empowerment, racial justice, Black representation, and educational advocacy. The findings reveal that Dias strategically tailors her messages to suit Instagram’s unique features, using carousels and videos to enhance visibility, foster intimacy, and provide depth in education. Posts that focused on identity, aesthetics, and empowerment garnered the highest levels of engagement, while posts that concentrated on structural issues received lower, yet still significant, interaction. The paper argues that Dias’ Instagram account serves as a dynamic platform for youth-led Black feminist resistance, where cultural production, civic education, and emotional impact converge. This case underscores the political potential of digital literacies and encourages a reconsideration of how youth-driven digital activism is reshaping contemporary public discourse, agency, and knowledge production in the social media age. Full article

This study examines the use of digitalized educational solutions among students in higher education institutions (HEIs). Drawing upon theories of technology, digitalization, and education, we analyze the suitability of different digitalization solutions for students in HEIs. Educational organizations that apply different digitalized technologies provide customizable platforms for authoring and disseminating multimedia-rich e-education and smart education. However, pedagogical practices indicate several gaps between the level of HEI digitalization achieved and its suitability for HEI participants. Thus, we analyze the state of various digitalized technologies in HEIs and their suitability for meeting students’ expectations. The results of our research show that students most highly rate modern educational methods such as practical learning supported by access to digitized materials via websites, social networks, and smartphones while assigning a lower rating to the use of classic education, supported by digital textbooks and traditional technologies such as Skype, Zoom, podcasts, and online videos. This study has several theoretical implications, among which is the need to further develop highly digitized materials and purpose-designed digitized solutions for individual areas and specific educational purposes. The practical implications indicate the need to expand the use of website networks, smartphones, and smart table solutions in modern educational practices in HEIs. Full article

Every minute, vast amounts of video and image data are uploaded worldwide to the internet and social media platforms, creating a rich visual archive of human experiences—from weddings and family gatherings to significant historical events such as war crimes and humanitarian crises. When properly analyzed, this multimodal data holds immense potential for reconstructing important events and verifying information. However, challenges arise when images and videos lack complete annotations, making manual examination inefficient and time-consuming. To address this, we propose a novel event-based focal visual content text attention (EFVCTA) framework for automated past event retrieval using visual question answering (VQA) techniques. Our approach integrates a Long Short-Term Memory (LSTM) model with convolutional non-linearity and an adaptive attention mechanism to efficiently identify and retrieve relevant visual evidence alongside precise answers. The model is designed with robust weight initialization, regularization, and optimization strategies and is evaluated on the Common Objects in Context (COCO) dataset. The results demonstrate that EFVCTA achieves the highest performance across all metrics (88.7% accuracy, 86.5% F1-score, 84.9% mAP), outperforming state-of-the-art baselines. The EFVCTA framework demonstrates promising results for retrieving information about past events captured in images and videos and can be effectively applied to scenarios such as documenting training programs, workshops, conferences, and social gatherings in academic institutions Full article

This study investigates the relationship between gender and global media consumption habits, platform preferences, and engagement types. Prior research suggests that gender significantly influences media preferences, with men being traditionally engaged with news, action-oriented content, and competitive media, and women with entertainment, lifestyle, and social media-driven content. The current primary quantitative research is based on a questionnaire that was distributed online and answered by 292 respondents, equally distributed between men and women. The research findings showed that men are more likely to consume news, video games, and discussion-based media. On the other hand, women showed higher engagement with entertainment content, music, and listening-based media. Pearson’s correlation analysis, conducted using SPSS (v23), further confirmed these gendered preferences. Despite the persistence of traditional gendered media patterns, this research also identified the areas in which digital platforms seem to facilitate more balanced engagement across the two genders. Full article

The digital age, driven by advancements in data processing and internet technologies, has seen virtual social networks, particularly Instagram, become integral to daily life, influencing both leisure and professional activities. Instagram, with over two billion users in 2023, emphasizes visual storytelling, making it a pivotal platform for media outlets to engage audiences through photos and videos. This study quantitatively analyses the Instagram engagement and content strategies of five prominent legacy news outlets from the United States and the United Kingdom—The New York Times, The Guardian, USA Today, The Independent, and The Washington Post. Through an examination of over 9000 posts from January to December 2023, this research evaluates posting frequency, user engagement (likes and comments), hashtag usage, profile mentions, and geographic coverage. Findings indicate significant differences in posting strategies and engagement levels, highlighting The Washington Post’s intensive posting and The Guardian’s selective engagement strategy. This study emphasizes tailored strategies, thematic consistency, and careful use of mentions and hashtags as crucial for maximizing audience interaction. Full article

In modern communication technology, short videos are increasingly used on social media platforms. The advancement of video codecs is pivotal in communication. In this study, we developed a new scheme to encode the residue of intraframes. For the H.264 baseline profile, we used context-based arithmetic variable-length coding (CAVLC) to encode the residue of integer transforms in a block-wise manner. In the developed method, the DC and AC coefficients are separated. In addition, context assignment, adaptive scanning, range increment, and mutual learning are adopted in a mixture of fixed-length and variable-length schemes, and block-wise compressions of the frequency table are applied to obtain improved compression rates. Compressing the frequency prevents CAVLC from being hindered by horizontally/vertically dominated blocks. The developed method outperforms CAVLC, with average reductions of 7.81, 8.58, and 7.88% in quarter common intermediate format (QCIF), common intermediate format (CIF), and full high-definition (FHD) inputs. Full article

Examining public attitudes towards COVID-19 vaccination is crucial for understanding the global effort to combat the ongoing pandemic. Social media platforms such as YouTube play a significant role in the dissemination of information and misinformation about the vaccine, making it imperative to analyze user comments to gain insights into vaccine perceptions. Analyzing the Philippines case is particularly significant as it provides insights into the attitudes towards COVID-19 vaccination in a country that has been heavily impacted by the pandemic. The current study investigates the discourse surrounding vaccine hesitancy in comments on YouTube videos announcing the COVID-19 vaccination campaign by the Philippines national TV channels and its impact on engagement levels. A total of 741 YouTube comments were analyzed, with 80% exhibiting vaccine-hesitant related discourse. The results indicate that those with negative attitudes towards COVID-19 vaccination exhibit higher engagement levels than those supporting vaccination (p < 0.05). Additionally, the most commonly used themes in vaccine-hesitant posts were “ingredients”, “health department control”, “pharmaceutical interest”, and “adverse effects”. Moreover, 134 sources were identified among the posts, with vaccine-hesitant posts utilizing more sources than supportive vaccine posts (p < 0.001). The most significant information sources utilized in the posts were related to other YouTube users, politicians, clinicians, and scientific papers. Finally, a total of 890 discourses were coded, with the most frequently used discourse types among vaccine-hesitant posts being negationist, institutional, preventive, political, and pharmaceutical. These findings offer valuable insights into the nature and prevalence of vaccine hesitancy discourse on social media platforms and its impact on public engagement. This study highlights the importance of targeted communication strategies and the provision of accurate information from reliable sources in addressing vaccine hesitancy. Full article

Unlike static comments, which are typically located below online videos, live comments affect consumers’ video-watching experiences in real time and may influence their evaluation of the video in distinct ways. Despite the significance of live comments, few studies have explored the differentiated effects of live comments vs. static comments on user evaluation of online videos. Utilizing a dataset comprising approximately two million pieces of textual data from a leading Chinese online video platform, our findings reveal substantial differences between the effects of live and static comments, with these effects varying by video type (informational versus emotional) and showing notable changes during health threats. This study examines the differential impact of live vs. static comments, providing empirical evidence for distinct information processing pathways under varying time constraints. Our results shed light on the underlying mechanisms responsible for the diverse effects of different forms of social interaction, offering valuable theoretical insights. They also have managerial implications regarding how online video platforms can facilitate engagement among viewers and between video creators and their audiences. Full article

Video-sharing platforms have significantly influenced social justice movements by creating unprecedented opportunities for mobilization and support. However, YouTube’s unique role and platform culture in facilitating social justice movements remain relatively understudied. This research addresses this gap by analyzing video content related to two prominent online social justice movements: #BLM and #StopAAPIHate. We conducted a comprehensive thematic analysis of a dataset comprising 489 videos obtained using the YouTube Data API. Thematic categories were developed to explore the identities of video creators, the type of information conveyed, storytelling techniques, and promotional features utilized. Our findings indicate that public figures, vloggers, and news reporters are the most frequent creators of videos supporting these movements. The primary purpose of these videos is to share movement-related knowledge and personal stories of discrimination. Most creators primarily promote their social media accounts and do not extensively utilize platform features such as live streaming, merchandise sales, donation requests, or sponsorships to actively support these social justice initiatives. Full article