...Sheng Yuan Purpose The purpose of this study is to compare the communication practices of Chinese and US companies on YouTube and explores the effectiveness of different communication strategies at the topic level. Design/methodology/approach The author selected 22 Chinese companies and 22 US...

...Claire Youngnyo Joa; Mohammad Abuljadail; Louisa S. Ha Purpose To facilitate the use of YouTube as an important global video portal for self-directed learning (SDL), it is important to understand YouTube users' distinctive learning experiences across cultures. This study examines factors...

...Unji Byun; Moonkyoung Jang; Hyunmi Baek Purpose This study aims to reveal the effect of comment interactions on video engagement of users in video-sharing platforms. Design/methodology/approach The authors collected 87,232 comments on 647 videos of Korean beauty creators on YouTube...

... and providing various news services online on social media websites. The present study aims to study the type of news videos uploaded by the top five Hindi TV news channels on their YouTube channels with an aim to see which type of videos spark interest for YouTube viewers. Design/methodology/approach...

.... Carlos Flavián can be contacted at: cflavian@unizar.es To bridge this research gap, the present study undertakes comparative analyses of the brand recall of pre-roll non-skippable and skippable advertising formats in YouTube. Several premises underpin the need to understand this new setting...

...Chei Sian Lee; Hamzah Osop; Dion Hoe-Lian Goh; Gani Kelni Purpose Through the lens of self-directed theory, the purpose of this paper is to investigate if social technologies such as YouTube will be viable to disseminate educational instructions and in the process empowering learners to take...

...Weiai Wayne Xu; Ji Young Park; Han Woo Park Purpose – The purpose of this paper is to examine the diffusion of a popular Korean music video on the video-sharing web site YouTube. It applies a webometric approach in the diffusion of innovations framework to study three elements of diffusion...

...Enrique Bonsón; Michaela Bednarova; Tomás Escobar-Rodríguez Purpose – The current study extends the investigation into online relationship building by examining how Eurozone companies belonging to the EURO STOXX 600 index use the popular video platform YouTube to facilitate dialogic communication...