YouTube marketing: how marketers' video optimization practices influence video views

2020 ◽  
Vol 30 (6) ◽  
pp. 1689-1707
Author(s):  
Wondwesen Tafesse
Keyword(s):  
Information Content ◽  
Design Methodology ◽  
Digital Marketing ◽  
Marketing Effort ◽  
Emotional Intensity ◽  
Data Set ◽  
Content Type ◽  
Engagement Behavior ◽  
Youtube Videos ◽  
The Relationship

PurposeYouTube's vast and engaged user base makes it central to firms' digital marketing effort. With extant studies focusing on viewers' post-view engagement behavior, however, research into what motivates viewers to click on and watch YouTube videos is scarce. This study investigates the implications of marketers' video optimization practices for video views on YouTube.Design/methodology/approachThe study employed a data set of videos (N = 4,398) gathered by scraping YouTube's trending list. Using a combination of text and sentiment analysis, the study measured four video optimization practices: information content of video titles, emotional intensity of video titles, information content of video descriptions and volume of video tags. It then analyzed the effect of these video optimization practices on video views.FindingsThe study finds that greater availability of information in video titles is negatively associated with video views, whereas intensity of negative emotional sentiment in video titles is positively associated with video views. Further, greater availability of information in video descriptions is positively associated with video views. Finally, an inverted U-shaped relationship is found between volume of video tags and video views. Up to 17 video tags can contribute to more video views; however, beyond 17 tags, the relationship turns negative.Originality/valueThis study investigates the effect of marketers' video optimization practices on video views. While extant studies mainly focus on viewers' post-view engagement behavior, such as liking, commenting on and sharing videos, this study examines video views. Similarly, extant studies investigate videos' internal content, while this study investigates elements of the video metadata.

scholarly journals Political connections: a threat to auditor independence?

2015 ◽  
Vol 5 (2) ◽  
pp. 222-246 ◽  
Author(s):  
Effiezal Aswadi Abdul Wahab ◽  
Mazlina Mat Zain ◽  
Rashidah Abdul Rahman
Keyword(s):  
Design Methodology ◽  
Institutional Environment ◽  
Audit Fees ◽  
Auditor Independence ◽  
Political Connections ◽  
Panel Regression ◽  
Data Set ◽  
Content Type ◽  
The Relationship

Purpose – The purpose of this paper is to examine whether political connections further impair auditor independence by investigating the relationship between non-audit fees and audit fees and as to whether political connections moderate such relationship. Design/methodology/approach – This study employs panel regression analysis. The panel data set consists of 379 firm-year observations for three years from year 2001 to 2003. Findings – Based on 379 firm-year observations for the period of 2001-2003, grounded on two proxies of political connections namely politically connected firms and the proportion of Bumiputras directors, the authors find a positive and significant relationship between non-audit fees and audit fees, and the relationship becomes weaker, only for Bumiputra-dominated firms connected firms. Originality/value – This study contributes to the extant literature by examining the role of political connections in the context of auditor independence. In addition, this study is conducted in Malaysia, which provides a unique institutional environment with the existence of political connections that is built on ethnic grounds.

Does CEO power moderate the relationship between board leadership and strategy involvement in private firms? Evidence from Kenya

2016 ◽  
Vol 16 (5) ◽  
pp. 906-922 ◽  
Author(s):  
Joel Kiplagat Tuwey ◽  
Daniel Kipkirong Tarus
Keyword(s):  
Design Methodology ◽  
Board Members ◽  
Private Firms ◽  
Ceo Power ◽  
Data Set ◽  
Leadership Efficacy ◽  
Content Type ◽  
Personal Motivation ◽  
Board Leadership ◽  
The Relationship

Purpose The purpose of this paper is to determine how board leadership affects the board strategic involvement in private firms in Kenya and how CEO power moderates this relationship. Design/methodology/approach The authors used a Kenyan data set to investigate what makes boards in private firms get involved in strategy. Survey data derived from a sample of 186 CEOs of private firms were used, and the hypotheses were tested using moderated regression analysis. Findings The results indicate that board members’ knowledge, board chairman’s leadership efficacy, board members’ personal motivation and board members’ background all have a positive and significant effect on board strategy involvement. The authors also found that CEO power moderates the relationship between board leadership and strategy involvement. The study concludes that when the CEO wields immense power, the board tends to become passive and to submit to the direction of the CEO. Originality/value The study adds value to the understanding of the effect of the board leadership on strategic involvement in private firms and how CEO power influences this relationship, particularly in a developing country like Kenya.

Post M&A innovation in family firms

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Abdul-Basit Issah
Keyword(s):  
Design Methodology ◽  
Family Firms ◽  
Empirical Support ◽  
Data Set ◽  
Resource Based View ◽  
Content Type ◽  
External Resources ◽  
Merger Wave ◽  
The Relationship ◽  
Better Than

PurposeThe paper empirically investigates how family firms appropriate acquired resources to become more innovative in the context of merger waves. It draws on resource-based view and the theory of first mover (dis)advantages to examine the implications of the timing of acquisitions on innovation in family firms.Design/methodology/approachThe paper uses a panel data set of Standard & Poor's (S&P) 500 manufacturing firms followed over a period of 31 years.FindingsThe study finds empirical support for the predictions that family firms are more able to utilize acquired resources better than nonfamily firms. Furthermore, targets acquired during the upswing of a merger wave are more valuable to family firms and associated with more innovation than for nonfamily firms.Originality/valueThe paper establishes that resources acquired during the upswing of a merger wave are more valuable, provide better resource synergies and impact innovation positively in family firms than nonfamily firms. Second, the paper makes an empirical contribution that family firms absorb external resources markedly differently and more efficiently than nonfamily firms. Third, the paper enhances a better understanding of the influence of family ownership on the relationship between acquisitions and innovation outputs.

scholarly journals Conceptualizing negatively valenced influencing behavior: forms and triggers

2018 ◽  
Vol 29 (3) ◽  
pp. 468-490 ◽  
Author(s):  
Jaylan Azer ◽  
Matthew J. Alexander
Keyword(s):  
Design Methodology ◽  
Recent Literature ◽  
Service Failure ◽  
Online Reviews ◽  
Customer Engagement ◽  
Content Type ◽  
Engagement Behavior ◽  
The Relationship ◽  
Service Managers ◽  
Practical Implications

Purpose The purpose of this paper is to show how customers engage in negatively valenced influencing behavior (NVIB) and what triggers customers to use different forms of NVIB in an online context. Design/methodology/approach A qualitative study is conducted using an unobtrusive netnography. Data collected comprise of 954 negatively valenced online reviews posted on TripAdvisor to hotels, restaurants, and “things to do” in 12 different destinations worldwide. Findings Drawing on the recent literature relating to customer engagement behavior (CEB), this paper identifies and conceptualizes the relationship between five cognitive (service failure, overpricing, deception) and emotional (disappointment and insecurity) triggers of six forms of direct (dissuading, warning, and endorsing competitors) and indirect (discrediting, expressing regret, and deriding) NVIB. Research limitations/implications The unobtrusive netnography has inherent limitations that lend itself to inductive rich insights rather than generalization. The study only focuses on NVIB within a specific online context, namely, TripAdvisor. Practical implications This paper provides managers with knowledge of the specific triggers of NVIB. Additionally, the paper conceptualizes the various forms of NVIB, how customers use them, and what triggers them to use each form. Moreover, the paper offers relevant data-inferred recommendations to service managers on how to manage each form of NVIB. Originality/value This research is the first to identify the forms and triggers of NVIB, classify direct and indirect forms, and conceptualize the relationships between forms and triggers.

Tax evasion, firm’s value and governance: evidence from Tunisian Stock Exchange

2020 ◽  
Vol 27 (3) ◽  
pp. 781-799
Author(s):  
Olfa Nafti ◽  
Ines Kateb ◽  
Oumaima Masghouni
Keyword(s):  
Tax Evasion ◽  
Design Methodology ◽  
Stock Exchange ◽  
Moderating Effect ◽  
Family Management ◽  
Data Set ◽  
Content Type ◽  
The Relationship ◽  
Moderating Role

Purpose The purpose of this study is to analyze the relationship between tax evasion and firm’s value while determining the moderating role of family management and the ownership’s concentration in this relationship. Design/methodology/approach The empirical study employs a Panel Data set of 34 firms listed on the Tunisian Stock Exchange (TSE) for the period 2007 to 2014. Regression analysis is used to estimate the relationships proposed in the hypotheses. Findings The results show that tax evasion has no direct effect on a firm’s value. This study highlighted the presence of a moderating effect of family management on the relationship between tax evasion and firm’s value. However, no moderating effect of the concentration of property on the mentioned relationship was detected. Originality/value This study represents a first empirical essay focusing on the relationship between tax evasion and firm’s value. Furthermore, it analyzes the moderating effect of some aspects of governance, such as family management and ownership’s structure, on this relationship in a Tunisian context.

scholarly journals The influence of risk on the equity share of build-operate-transfer projects

2017 ◽  
Vol 7 (1) ◽  
pp. 45-58 ◽  
Author(s):  
Alberto De Marco ◽  
Giulio Mangano ◽  
Timur Narbaev
Keyword(s):  
Risk Factors ◽  
Capital Structure ◽  
Design Methodology ◽  
Data Set ◽  
Content Type ◽  
Special Purpose Vehicle ◽  
Main Factors ◽  
The Relationship ◽  
Improved Methods ◽  
The Capital Structure

Purpose The purpose of this paper is to contribute to the understanding of the crucial influence of risks on the capital structure of build-operate-transfer (BOT) projects. Design/methodology/approach The equity portion of capital injected in a BOT investment is selected as the response variable and its relation with select identified risk factors is examined using a regression analysis on a data set of BOT projects. Findings Results have pointed out that the level of equity is significantly influenced by several sources of risk. Country, revenue, project and special purpose vehicle-related risks have been shown to have an impact on the size of the equity share of a BOT investment. Research limitations/implications The results could support both investors and lenders to better define the financial leverage of BOT projects. In particular, the study could help to have a better understanding of the main factors that influence the equity apportion of capital in BOT investments. Originality/value This paper contributes to fulfilling the lack of works addressing the relationship between risk factors and capital structure in BOT projects. In this way, this research leads to a better understanding of the risk factors that influence the capital structure of BOT project and they have therefore been proposed as a base for the establishment of improved methods to design refined capital structures in BOT projects.

scholarly journals The relationship between self-employment and unemployment in the long-run

2016 ◽  
Vol 43 (3) ◽  
pp. 358-379 ◽  
Author(s):  
George Saridakis ◽  
Miguel Angel Mendoza ◽  
Rebeca I. Muñoz Torres ◽  
Jane Glover
Keyword(s):  
Design Methodology ◽  
Structural Breaks ◽  
Panel Cointegration ◽  
Data Set ◽  
Content Type ◽  
Self Employment ◽  
Long Run ◽  
Wide Range ◽  
Short Run ◽  
The Relationship

Purpose – Although a lot of research has been done on the link between self-employment and unemployment, often focusing on the short-run of the relationship, the long-run association between the two variables has not received adequate attention. The paper aims to discuss these issues. Design/methodology/approach – In this paper the authors examine the long-run relationship between self-employment and unemployment using panel cointegration methods allowing for structural breaks and covering a wide range of European OECD countries using the COMPENDIA data set over the period 1990-2011. Findings – The findings indicate that a long-run relationship between self-employment and unemployment exist in the panel, but the cointegrating coefficients are unstable. Originality/value – The estimates finds positive and statistically significant long-run association between self-employment and unemployment exists for more than 50 per cent of the countries included in the sample after the break. For the rest of the countries the authors find either negative or statistically insignificant association.

The effect of foreign firms’ population density on exit likelihood in a host country

2019 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Yuping Zeng ◽  
Dean Xu
Keyword(s):  
Population Density ◽  
Host Country ◽  
Design Methodology ◽  
Foreign Firm ◽  
Foreign Firms ◽  
Data Set ◽  
Content Type ◽  
History Of ◽  
The Impact ◽  
The Relationship

Purpose The purpose of this paper is to examine the relationship between a foreign firm’s likelihood to exit a host country and the population density of foreign firms in its industry in that county, as well as the moderating influences of this relationship. The authors hypothesize that a foreign firm’s likelihood to exit has a U-shaped relationship with foreign firms’ population density in the industry and this relationship will be weakened when: the foreign firm is located in a region where foreign firm presence is high; the foreign firm is in an industry that has a longer history of foreign direct investment; the firm has a longer tenure in the host country; and the firm is more adapted to the market and institutional environments of the host country. Design/methodology/approach The authors test the hypotheses using a data set containing over 45,000 foreign firms in China between 1998 and 2007. Findings The results show that the exit likelihood of a foreign firm has a U-shaped relationship with foreign firms’ population density in the firm’s industry in the host country. Furthermore, this relationship is moderated by the population density of foreign firms in the region where the firm resides, the length of time since the first foreign entrant in the industry and the extent of the focal firm’s local adaptation. Originality/value The study contributes to organizational ecology theory and the international business literature by extending the density-dependence model to the study of foreign firm survival/exit. Whereas a foreign firm’s fate in the host country is heavily influenced by the population density of foreign firms in its industry, it can borrow legitimacy from other sources, or try to create legitimacy through its own actions, to reduce the impact of such density effects.

scholarly journals Kaizen and continuous improvement – trends and patterns over 30 years

2018 ◽  
Vol 30 (4) ◽  
pp. 371-390 ◽  
Author(s):  
Daniel Carnerud ◽  
Carmen Jaca ◽  
Ingela Bäckström
Keyword(s):  
Continuous Improvement ◽  
Design Methodology ◽  
Scientific Journals ◽  
Data Set ◽  
Content Type ◽  
Mixed Methods Approach ◽  
The One ◽  
The Relationship ◽  
Theoretical Issues ◽  
Practical Implications

PurposeThe purpose of this paper is to depict how Kaizen and continuous improvement (CI) are represented in scientific journals focusing on quality management (QM) from the 1980s until 2017. Additionally, the study aims to examine how Kaizen is studied and described and how the relationship between Kaizen and CI is portrayed.Design/methodology/approachThe study applies a mixed methods approach to search for tendencies and outlines concerning Kaizen and CI in four scientific journals focusing on QM and two focusing on OM. The data set contains entries from 1980 until 2017, which makes it possible to depict how Kaizen has evolved over more than 30 years.FindingsThe findings show that Kaizen and CI attained special interest in the mid-1990s, after which interest appears to have decreased. However, the findings imply that a regenerated interest for the areas spiked post 2010. In addition, the results indicate that Kaizen is on the one hand accepted by one part of the management community but on the other hand completely ignored by the rest. Finally, the data illuminate a need to strengthen and clarify Kaizen’s theoretical basis and its relationship to CI.Practical implicationsIf an aspiration exists to increase the success rate of Kaizen implementation, the results from the study highlight the need to address and clarify epistemological, terminological and theoretical issues.Originality/valuePrior data mining studies pinpointing how Kaizen and CI have evolved over the last 30 years appear not to exist.

Perceptions of time at work

2016 ◽  
Vol 45 (1) ◽  
pp. 29-50 ◽  
Author(s):  
Aristides Isidoro Ferreira ◽  
Joana Diniz Esteves
Keyword(s):  
Gender Differences ◽  
Design Methodology ◽  
Internet Use ◽  
The Internet ◽  
Content Type ◽  
Future Studies ◽  
Work Related ◽  
Phone Calls ◽  
Working Day ◽  
The Relationship

Purpose – Activities such as making personal phone calls, surfing on the internet, booking personal appointments or chatting with colleagues may or may not deviate attentions from work. With this in mind, the purpose of this paper is to examine gender differences and motivations behind personal activities employees do at work, as well as individuals’ perception of the time they spend doing these activities. Design/methodology/approach – Data were obtained from 35 individuals (M age=37.06 years; SD=7.80) from a Portuguese information technology company through an ethnographic method including a five-day non-participant direct observation (n=175 observations) and a questionnaire with open-ended questions. Findings – Results revealed that during a five-working-day period of eight hours per day, individuals spent around 58 minutes doing personal activities. During this time, individuals engaged mainly in socializing through conversation, internet use, smoking and taking coffee breaks. Results revealed that employees did not perceive the time they spent on non-work realted activities accurately, as the values of these perceptions were lower than the actual time. Moreover, through HLM, the findings showed that the time spent on conversation and internet use was moderated by the relationship between gender and the leisure vs home-related motivations associated with each personal activity developed at work. Originality/value – This study contributes to the literature on human resource management because it reveals how employees often perceive the time they spend on non-work related activities performed at work inaccurately. This study highlights the importance of including individual motivations when studying gender differences and personal activities performed at work. The current research discusses implications for practitioners and outlines suggestions for future studies.

Sign in / Sign up

Export Citation Format

Share Document