The Audience and Business of YouTube and Online Videos

Herausgeber: Ha, Louisa

• Gebundenes Buch

Produktbeschreibung

This book examines the underexplored business side of YouTube and YouTube audiences' responses to product review videos, sponsored videos, and online video advertising as well as the creators' role in the video content.

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Produktdetails

• Verlag: Lexington Books
• Seitenzahl: 232
• Erscheinungstermin: 6. Juni 2018
• Englisch
• Abmessung: 235mm x 157mm x 18mm
• Gewicht: 533g
• ISBN-13: 9781498576482
• ISBN-10: 1498576486
• Artikelnr.: 51785269

Autorenporträt

Louisa Ha is professor in the School of Media and Communication at Bowling Green State University and editor of Journalism and Mass Communication Quarterly.

Inhaltsangabe

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