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The Audience and Business of YouTube and Online Videos

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The Audience and Business of YouTube and Online Videos is a thorough analysis of YouTube audiences and creators of online videos that considers how the coexistence of user-generated and professional media content on YouTube makes the site a unique platform in the ever-expanding online video industry. Using a mixed method approach, the authors examine the underexplored business side of YouTube with a focus on product review videos, brand videos, sponsored videos, and online video advertising. This book also addresses recent developments such as YouTube Red subscription, pay TV, and movie services and discusses the future of online video audience research. Recommended for scholars interested in media studies, communication, marketing, and popular culture.
List of Tables and Figures Preface Acknowledgments Chapter 1. YouTube as a Global Online Video Portal and an Alternative to TV Louisa Ha Chapter 2. Users and Non-users of YouTube and Online Video Services Mohammad Abuljadail Chapter 3. What Do Digital Natives Watch on YouTube? Alyssa Fisher and Louisa Ha Chapter 4. How Digital Natives Watch Online Videos: Digital Divide and Media Devices Louisa Ha Chapter 5. YouTube Product Review Videos as eWOM Nicky Chang Bi Chapter 6. Comments on YouTube Product Review Videos Xiaoli Wen Chapter 7. YouTube and Other Social Media Fiouna Ruonan Zhang and Nicky Chang Bi Chapter 8. Brand Videos on YouTube Alyssa Fisher Chapter 9. Sponsored Videos on YouTube Fiouna Ruonan Zhang Chapter 10. Online Video Advertising Viewership and Avoidance on YouTube Kisun Kim and Claire Youngnyo Joa Chapter 11. Most Popular YouTube Channels Louisa Ha Chapter 12. Is YouTube Red the Ultimate Viewing Experience and the Future of Online Video Audience Research Louisa Ha Appendix A. Survey Questionnaire Appendix B. In-depth Interview Protocol Index About the Editor About the Contributors
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