scholarly journals Modeling view count dynamics for YouTube videos: a multimodal perspective

Kybernetes ◽  
2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Adarsh Anand ◽  
Mohammed Shahid Irshad ◽  
Yogesh K. Dwivedi
Keyword(s):  
Life Cycle ◽  
Growth Curve ◽  
Word Of Mouth ◽  
Data Sets ◽  
Content Type ◽  
Social Media Platforms ◽  
Youtube Videos ◽  
To Come ◽  
Shape Curve ◽  
The Impact

PurposeYouTube allows its users to upload and view videos on its platform. YouTube provides notification to the subscribers whenever a channel uploads a new video thereby making the channel subscribers the potential viewers of the video. And thus, they are the first to come to know about any new offering. But later on, the view count also increases due to virality, that is, mass sharing of the content by the users on different social media platforms similar to word-of-mouth in the field of marketing. Therefore, the purpose of this paper is to examine different diffusion patterns as they can help to inflate traffic and generate revenue.Design/methodology/approachYouTube's view count grows majorly through virality. The pattern of view count growth has generally been considered unimodal in most of the available research in the field of YouTube. In the present work, the growth process due to views through the subscribers and views due to word-of-mouth (virality) is presented. Considering that the impact of virality in view count growth comes later in the video life cycle; the viewing patterns of both the segments have been mathematically modeled; independently.FindingsDifferent models have been proposed to capture the view count growth pattern and how the impact of virality changes the view count growth curve and thereby results in a multimodal curve structure. The proposed models have been verified on various view count data sets of YouTube videos using SPSS (Statistical Package for the Social Sciences), and their ranks have been determined using a weighted criteria–based approach. The results obtained clearly depict the presence of many modes in the life cycle of view counts.Originality/valueTill now, the literature is evident of the video life cycle following a bell shape curve. This study claims that the initial thrust is by subscribers and then the contribution in the view count by people watching via word-of-mouth comes into picture and brings in another hump in the growth curve.

Examining consumer-brand relationships on social media platforms

2018 ◽  
Vol 36 (1) ◽  
pp. 63-78 ◽  
Author(s):  
Nikunj Kumar Jain ◽  
Shampy Kamboj ◽  
Vinod Kumar ◽  
Zillur Rahman
Keyword(s):  
Social Media ◽  
Conceptual Model ◽  
Brand Loyalty ◽  
Word Of Mouth ◽  
Equation Modeling ◽  
Brand Trust ◽  
Brand Relationships ◽  
Content Type ◽  
Social Media Platforms ◽  
The Impact

Purpose The purpose of this paper is to examine how consumer-brand relationships affect brand loyalty and word of mouth when mediated by brand trust considering online brand communities on social media platforms. Design/methodology/approach A conceptual model is developed, depicting the impact of customer-brand relationships on brand loyalty and word of mouth via brand trust. The conceptual model is validated using partial least squares structural equation modeling and data for which are collected online through a structured questionnaire from a sample of 131 brand community members in North Capital Region of India. Findings Findings of the present study revealed that brand trust partially mediated between the involvement and commitment variables of customer-brand relationships, and brand loyalty and word of mouth. However, the link between satisfaction variable of customer-brand relationships, and brand loyalty and word of mouth via brand trust was found insignificant. Originality/value The present study provides novel insight to understand consumer-brand relationships on social media platforms.

Impact of word-of-mouth, job attributes and relationship strength on employer attractiveness

2019 ◽  
Vol 42 (6) ◽  
pp. 721-739 ◽  
Author(s):  
Faiz Ahamad
Keyword(s):  
Social Media ◽  
Word Of Mouth ◽  
Information Source ◽  
Differential Impact ◽  
Content Type ◽  
Job Attributes ◽  
Relationship Strength ◽  
Job Information ◽  
Employer Attractiveness ◽  
The Impact

Purpose Job information through word-of-mouth (WOM) has a crucial impact on employer attractiveness. The phenomenal rise of social media offers alternate WOM platforms for sharing job information, which is quite different from traditional face-to-face WOM. The purpose of this paper is to examine the differential impact of traditional word-of-mouth (t-WOM) and social media word-of-mouth (s-WOM) on employer attractiveness along with the difference in the job attributes and relationship strength with the information source. Design/methodology/approach A 2 × 2 × 2 experiment was conducted to examine the impact of information source (t-WOM and s-WOM), job attributes (tangible and intangible) and relationship strength (strong and weak), on employer attractiveness. Source expertise and source trust were treated as the control variable. Findings The result shows the differential impact of t-WOM and s-WOM on employer attractiveness. Moreover, t-WOM from strong relation source found to have a high impact on employer attractiveness than s-WOM. No significant difference due to job attributes was found. Research limitations/implications Use of only positive WOM and not the negative one, student as the subjects, etc. Practical implications The present study suggests using t-WOM and s-WOM to attract talented job seekers. Originality/value This is the first study to analyze the differential impact of t-WOM and s-WOM on employer attractiveness.

Should I suggest this YouTube clip? The impact of UGC source credibility on eWOM and purchase intention

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Mazzini Muda ◽  
Muhammad Iskandar Hamzah
Keyword(s):  
Social Media ◽  
Structural Equation Modeling ◽  
Purchase Intention ◽  
Structural Equation ◽  
Word Of Mouth ◽  
Source Credibility ◽  
Equation Modeling ◽  
Content Type ◽  
The Social ◽  
The Impact

PurposeIn spite of the increasing organic and interactive marketing activities over social media, a general understanding of the source credibility of voluntary user-generated content (UGC) is still limited. In line with the social identity theory, this paper examines the effects of consumers' perceived source credibility of UGC in YouTube videos on their attitudes and behavioral intentions. Additionally, source homophily theory is included to predict the antecedent of source credibility.Design/methodology/approachThree hundred and seventy two Generation Y respondents were interviewed using snowball sampling. Data were analyzed with component-based structural equation modeling technique of partial least squares-structural equation modeling (PLS-SEM).FindingsFindings confirmed that perceived source credibility indirectly affects purchase intention (PI) and electronic word-of-mouth via attitude toward UGC. Besides, perceived source credibility mediates the effect of perceived source homophily on attitude toward UGC.Practical implicationsSince today's consumers have begun to trust and rely more on UGC than company-generated content on social media when making purchase decisions, companies may reconsider democratizing certain aspects of their branding strategies. Firms may fine-tune their marketing communication budgets – not only just by sponsoring public figures and celebrities but also by nurturing coproductive engagements with independent content creators who are ordinary consumers. Endowed with their imposing credibility, these micro-influencers and prosumers have high potentials to be uplifted to brand ambassadors.Originality/valueWhile consumers' purchase outcome can be measured easily using metrics and analytics, the roles of source homophily in stages leading up to the purchase is still elusive. Drawing on the rich theoretical basis of source homophily may help researchers to understand not only how credibility and attitude are related to PI but also how this nexus generates positive word of mouth among UGC followers within the social media circles.

Coaching skills for recovery a decade of providing coaching skills for recovery training at a healthcare NHS foundation trust

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Helen Kathryn Cyrus
Keyword(s):  
Work Practice ◽  
Clinical Approach ◽  
Personal Recovery ◽  
Content Type ◽  
Coaching Skills ◽  
The Difference ◽  
To Come ◽  
The Individual ◽  
The Impact ◽  
The Brain

Purpose Overview of coaching for recovery. The paper aims to show an overview of work that was carried out over 11 years with groups of mental health and physical staff. As the facilitator who had run this course for the duration in Nottingham, this was an excellent opportunity to be at the forefront of a brand new project. Design/methodology/approach The introduction of the skills are taught over two consecutive days followed by a further day a month later. The idea of coaching is to be enabled to find the answers in themselves by the use of powerful questions and using the technique of the grow model, combined with practice enables the brain to come up with its own answers. Using rapport and enabling effective communication to deliver the outcome. Findings Evidence from staff/clients and the purpose of the paper shows that when you step back it allows the individual patients/staff to allow the brain to process to create to come up with their solutions, which then helps them to buy into the process and creates ownership. Research limitations/implications The evidence suggests that the approach that was there prior to the course was very much a clinical approach to working with clients and treating the person, administering medication and not focussing on the inner person or personal recovery. The staff review has shown that in the clinical context change is happening from the inside out. Practical implications “Helps change culture”; “change of work practice”; “it changed staff focus – not so prescriptive”; “powerful questions let clients come to their own conclusions”; “coaching gives the ability to find half full. Helps to offer reassurance and to find one spark of hope”. Social implications This has shown that the approach is now person-centred/holistic. This has been the “difference that has made the difference”. When this paper looks at the issues from a different angle in this case a coaching approach, applying technique, knowledge and powerful questions the results have changed. The same clients, same staff and same problems but with the use of a different approach, there is the evidence of a different outcome, which speaks for itself. The coaching method is more facilitative, therefore it illicit’s a different response, and therefore, result. Originality/value The results/evidence starts with the individual attending and their commitment to the process over the two-day course. Then going away for the four weeks/six for managers and a commitment again to practice. Returning to share the impact if any with the group. This, in turn, helps to inspire and gain motivation from the feedback to go back to work invigorated to keep going.

The impact of hedonic dining experiences on word of mouth, switching intentions and willingness to pay

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Anupama Sukhu ◽  
Anil Bilgihan
Keyword(s):  
Willingness To Pay ◽  
Word Of Mouth ◽  
Internal Validity ◽  
Service Encounters ◽  
Student Sample ◽  
Content Type ◽  
Hedonic Value ◽  
Restaurant Managers ◽  
Positive Word Of Mouth ◽  
The Impact

PurposeWhen customers decide to dine out, they choose a restaurant for both physiological and psychological reasons. The psychological reasons include the hedonic/enjoyment goal of the consumer. The purpose of this paper is to investigate whether dining experiences that provide a positive or negative hedonic value will influence positive word of mouth (PWOM), switching intentions (SI) and willingness to pay (WTP).Design/methodology/approachTwo survey-based experiments using student (N = 112) and general restaurant consumer samples (N = 270) were conducted to test the proposed theoretical model. The student sample provided internal validity, whereas the general consumer sample provided external validity for the study. Two types of manipulations were used to manipulate positive and negative restaurant service encounters. The second study randomly assigned participants into positive or negative scenarios.FindingsThe results suggest that positive (negative) service encounters lead to higher (lower) hedonic value. Higher hedonic value leads to PWOM, WTP and reduced SI. The findings of this study would assist restaurant managers and service scholars by bridging the gap between experiential and relationship marketing.Originality/valueThe current research investigates the dining out experience with a holistic lens.

scholarly journals Statistically, Does peer assisted learning make a difference on a UK engineering degree programme? HETL Scotland 2017

2019 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Anne Louise Nortcliffe ◽  
Sajhda Parveen ◽  
Cathy Pink-Keech
Keyword(s):  
Academic Performance ◽  
Statistical Analysis ◽  
Positive Impact ◽  
Data Sets ◽  
Social Categories ◽  
Peer Assisted Learning ◽  
Student Records ◽  
Content Type ◽  
Attainment Gap ◽  
The Impact

Purpose Black British minority ethnics (BME) students are nationally underachieving in comparison to their Ethnic Chinese and White peers, showing typically a 16 per cent graduate attainment gap in the UK. Previous research has suggested that the attainment gap could be explained by BME student disengagement, as the students typically commute from family home to University, and they work part time. However, peer-assisted learning (PAL) has been shown to have a positive impact on addressing and resolving student alienation and disengagement. However, a question still remains regarding whether student perceptions hold up to statistical analysis when scrutinised in comparison to similar cohorts without PAL interventions. The paper aims to discuss these issues. Design/methodology/approach This paper presents the results of a statistical study for two cohorts of students on engineering courses with a disproportionately high representation of BME students. The research method involved a statistical analysis of student records for the two cohorts to ascertain any effect of correlation between: PAL; student ethnicity; and student parental employment on student academic performance and placement attainment. Findings The results indicate that PAL has no significant impact on the academic performance; however, PAL has a positive impact on the placement/internship attainment for BME students and students from parental households with parents in non-managerial/professional employment. Research limitations/implications The research limitations are that the cohorts are small, but more equal diverse mix of different social categories than any other courses. However, as the cohorts are less than 30 students, comparing social categories the data sets are small to have absolute confidence in the statistical results of academic performance. Even the t-test has its limitations as the subjects are human, and there are multiple personal factors that can impact an individual academic performance; therefore, the data sets are heterostatic. Practical implications The results highlight that there is need for pedagogy interventions to support: ideally all BME students from all social categery to secure placements; BME students who are unable to go on placement to gain supplementary learning that has the same impact on their personal development and learning as placement/internship experience; and White students from managerial/professional family households to engage more in their studies. Social implications Not addressing and providing appropriate pedagogy interventions, in the wider context not addressing/resolving the BME academic and placement attainment gap, a set of students are being disadvantaged to their peers through no fault of their own, and compounding their academic attainment. As academics we have a duty to provide every opportunity to develop our student attainment, and as student entry is generally homogeneous, all students should attain it. Originality/value Previous research evaluation of PAL programmes has focused on quantitative students surveys and qualitative semi-structured research interviews with students on their student engagement and learning experience. On the other hand, this paper evaluates the intervention through conducting a quantitative statistical analysis of the student records to evaluate the impact of PAL on a cohort’s performance on different social categories (classifications) and compares the results to a cohort of another group with a similar student profile, but without PAL intervention implementation.

US SEC approves sweeping amendments to rules governing money market funds

2015 ◽  
Vol 16 (1) ◽  
pp. 25-39
Author(s):  
Jack Murphy ◽  
Stephen Cohen ◽  
Brenden Carroll ◽  
Aline A. Smith ◽  
Matthew Virag ◽  
...  
Keyword(s):  
Financial Services ◽  
Boards Of Directors ◽  
Financial Stability ◽  
Money Market ◽  
Content Type ◽  
Fund Managers ◽  
Money Market Funds ◽  
The Usa ◽  
To Come ◽  
The Impact

Purpose – To explain the background and details and to discuss the implications of the USA Securities and Exchange Commission’s (SEC’s) July 23, 2014 amendments to Rule 2a-7 and other rules that govern money market funds under the Investment Company Act of 1940. Design/methodology/approach – Explains the background, including problems during the financial crisis, the USA Treasury’s temporary guarantee program in 2008, earlier SEC proposals, and the USA Financial Stability Oversight Council’s recommendations. Details the amendments to Rule 2a-7, including the authorization to impose liquidity fees and redemption gates, the floating net asset value (NAV) requirement, the impact of the amendments on unregistered money funds operating under Rule 12d1-1, guidance on fund valuation methods, disclosure requirements, requirements for money fund portfolios to be diversified as to issuers of securities and guarantors, stress testing requirements, and compliance dates. Findings – The Amendments set forth sweeping changes to money fund regulation and will have a profound effect on the money fund industry. Although the most significant provisions of the Amendments – the floating NAV requirement and the imposition of liquidity fees and redemption gates – will not go into effect for two years, the changes to the industry will be apparent almost immediately. Practical implications – Money fund managers and boards of directors should begin assessing the potential impact of the Amendments and develop a schedule to come into compliance. Originality/value – Practical guidance from experienced financial services lawyers.

The impact of open government data on accountability and transparency

2018 ◽  
Vol 34 (3) ◽  
pp. 204-216 ◽  
Author(s):  
Stuti Saxena ◽  
Irfan Muhammad
Keyword(s):  
Private Sector ◽  
Citizen Participation ◽  
Open Government ◽  
Data Sets ◽  
Structured Interviews ◽  
Content Type ◽  
Open Government Data ◽  
Government Data ◽  
The Government ◽  
The Impact

Purpose Accountability, citizen participation and transparency are the three pillars on which open government data (OGD) is based. As such, OGD implies that the government shall provide data freely via the internet so that the same may be re-used for diverse purposes. It is hoped that by re-using government data, public value shall be co-created and government services might be improved upon with the involvement of different stakeholders. The purpose of this paper is to underline the impact of OGD on accountability and transparency in the context of Pakistan where OGD initiative is taking roots for quite some time now. In the present study, the authors seek to investigate the challenges being faced by the professionals in the private sector and nongovernment organizations (NGOs) in Pakistan. Besides, the authors also seek inputs from the respondents in the manner in which OGD initiative of Pakistan has impact on ensuring accountability and transparency. Design/methodology/approach For conducting the review of the national OGD portal of Pakistan, the authors invoke documentary analysis wherein the authors investigate the features of the national OGD portal of Pakistan. Furthermore, the authors conducted structured interviews with 49 senior management representatives from private sector and NGOs in order to gauge the challenges encountered by them in tapping OGD from diverse online public sources. Findings Respondents aver that robust statistical analysis is not feasible via the data sets being shared by the online sources. More initiatives are required on the part of the government bodies to release the data sets which have remained confined in silos. Government should institutionalize an OGD policy and promote the re-use of OGD by the professionals from diverse backgrounds. At present, only educational data are being shared by the OGD portal of Pakistan and it is important that more data sets are being released in the public domain. Furthermore, the respondents perceive that in a bid to be more accountable and transparent, the government bodies should release data sets via the online channels which are user-friendly. Research limitations/implications The present study conducted a qualitative research where the number of respondents was relatively less. Further research is required by adopting quantitative approach in order to accommodate more respondents and lend reliability to the study. Nevertheless, the study holds implications for academicians and practitioners in the sense that while it is needed that further research be conducted on the OGD initiative of Pakistan, it is imperative that policy makers get involved in institutionalizing the OGD initiative of Pakistan at national and local levels. Social implications Professionals might be better involved in creating and co-creating products and services by tapping OGD. Originality/value Given that OGD initiative in Pakistan is in a nascent stage and research is wanting in exploring the nature and scope of Pakistan’s OGD, the present study seeks to contribute toward the existing OGD literature.

Consumer responses to the failure of self-service banking technology: moderating role of failure stability

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Nedra Bahri Ammari ◽  
Abir Hsouna ◽  
Mounia Benabdallah ◽  
Anish Yousaf ◽  
Abhishek Mishra
Keyword(s):  
Word Of Mouth ◽  
Positive Impact ◽  
Negative Word ◽  
The Self ◽  
Content Type ◽  
Consumer Dissatisfaction ◽  
Self Service ◽  
The Stability ◽  
Self Service Technology ◽  
The Impact

PurposeThe purpose of this study is to investigate the impact of dissatisfaction and anger, driven by the failure of the self-service technology of banks, on customers' post-purchase behavioural reactions, such as complaints, negative word-of-mouth (NWOM) and supplier change. The stability of the failure is proposed to moderate these relationships.Design/methodology/approachThe proposed research model was tested through data collected from an online survey of a Tunisian sample of 300 respondents, using the scenario method.FindingsThe study validates the positive impact of dissatisfaction on anger and negative word-of-mouth, as well as that of anger on complaint behaviour and negative word-of-mouth. The relation between dissatisfaction and negative word-of-mouth is mediated by anger. When the failure is stable, dissatisfied users of the self-service technology seek to enhance their negative word-of-mouth and supplier change. The results also show that the stability of the failure enhances the effect of anger on complaint behaviour.Practical implicationsBanks should invest efforts to accelerate the recovery of services to reduce consumer dissatisfaction and anger and prevent adverse behavioural outcomes. Further, they need to ensure that failures are not repeated, as failure stability activates some otherwise non-significant behavioural outcomes, like supplier change.Originality/valuePrevious works have focused on the impact of dissatisfaction and negative emotions for interpersonal services, but very few works have come to associate dissatisfaction, anger, complaint, negative word-of-mouth and supplier change in an integrative framework for an self-service technology failure.

Investigating the effects of consistent visual identity on social media

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Harsandaldeep Kaur ◽  
Kanwal Roop Kaur
Keyword(s):  
Social Media ◽  
Online Marketing ◽  
Media Environment ◽  
Content Type ◽  
Visual Identity ◽  
Company Reputation ◽  
Social Media Platforms ◽  
Sphere Of Influence ◽  
The Impact ◽  
Practical Implications

Purpose Although the prominence of social media for companies is widely acknowledged, a close examination of the literature reveals a lack of empirical research pertaining to the effect of consistency specifically on social media. Therefore, the purpose of this paper is to fill the gap in social media communication concerning the effect of consistent visual identity on social media users. Design/methodology/approach The study executed an experiment 2 (corporate visual identity condition) × 2 (organization type) between subjects design to map the effects of consistent visual identity on social media users appreciation of the visual identity, attitude toward the company, reputation and intention to commit to a company on social media. Findings The results of the study indicated the significant effects of consistent visual identity on social media users over the inconsistent conditions of visual identity on all dependent variables. Furthermore, there were insignificant main effects of organization type on general judgment, credibility, distinctiveness and reputation of the company. Practical implications This study presents the effects of consistent visual identity on social media platforms. The research will help marketing academicians, graphic designers and social media practitioners in online marketing by using its practical implications to strategically positioning their corporate brand in a social media environment. Originality/value This study provides novel insights on the impact of consistency on social media users. This is the first study to determine the role of consistent visual identity in the social media environment. It thereby adds to the literature of visual identity by developing the sphere of influence of consistency and its effects toward the user’s attitude.

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