Aim/Purpose: This study aims to identify the characteristics of YouTube video reviews that consumers utilize to evaluate review helpfulness and explores how they process such information. This study aims to investigate the effect of argument quality, review popularity, number of likes, and source credibility on consumers’ perception of YouTube’s video review helpfulness. Background: Video reviews posted on YouTube are an emerging form of online reviews, which have the potential to be more helpful than textual reviews due to their visual and audible cues that deliver more vivid information about product features and specifications. With the availability of an enormous number of video reviews with unpredictable quality, it becomes challenging for consumers to find helpful reviews without consuming significant time and effort. In addition, YouTube does not provide a specific feature that indicates a review helpfulness similar to the one found on e-commerce websites. Consequently, consumers have to examine the characteristics of video reviews that are readily available on YouTube, evaluate them, and form a perception of whether a review is helpful or not. Despite the increasing popularity of YouTube’s video reviews, video reviews’ helpfulness received inadequate attention in the literature. The antecedents of the helpfulness of online video reviews are still underinvestigated, and more research is needed to identify the characteristics that consumers depend upon to assess video review helpfulness. Furthermore, it is important to understand how consumers process the information they gain from these characteristics to form a perception of their helpfulness. Methodology: Following an extended investigation of the relevant literature, we identified four key video characteristics that consumers presumably utilize to evaluate review helpfulness on YouTube (i.e., review popularity, number of likes, source credibility, and argument quality). By employing the Elaboration Likelihood Model (ELM), we classified these characteristics along the central and peripheral routes. The central route characteristics require a high cognitive effort by consumers to process the review’s message and reach a logical decision. In contrast, the peripheral route assumes that consumers judge the review’s message based on superficial qualities without substantial cognitive effort. A research model is introduced to investigate the effect of central and peripheral cues and their corresponding video review characteristics on review helpfulness. Accordingly, argument quality is proposed in the central route of the model, while review popularity, number of likes, and source credibility are proposed in the peripheral route. Furthermore, the study investigates how consumers process the information they obtain from these routes jointly or independently. To empirically test the proposed model, a convenient sample of 361 YouTube users was obtained through an online survey. The partial least squares method was used to investigate the effect of the proposed characteristics on video review helpfulness. Contribution: This study contributes to the literature in several ways. First, it is one of the few studies that investigate online video reviews’ helpfulness. Second, this study identifies several unique characteristics of YouTube’s video reviews that span peripheral and central routes, which potentially contribute to review helpfulness. Third, this study proposes a conceptual model based on the ELM to explore the effect of central and peripheral cues and their corresponding review characteristics on review helpfulness. Fourth, the research findings provide implications for research and practice that advance the theoretical understanding of video reviews’ helpfulness and serve as guidelines to create more helpful video reviews by better understanding the consumer’s cognitive processes. Findings: The results show that among the four characteristics proposed in the research model, argument quality in the central route is the strongest determinant factor affecting video review helpfulness. Results also show that review popularity, source credibility, and the number of likes in the peripheral route have significant effects on video review helpfulness. Altogether, our results show that the effect of the peripheral route adds up to 0.463 compared to 0.430, which is the impact magnitude of the argument quality construct in the central route. Based on the comparable effect magnitude of the central and peripheral routes of the model on video review helpfulness, our results indicate that both peripheral and central cues significantly affect consumers’ perception of video review helpfulness. The two routes are not mutually exclusive, and their cues can be processed in parallel or consecutive ways. Recommendations for Practitioners: The study recommends creating a dedicated category for reviews on YouTube with a specific feature for consumers to indicate the helpfulness of a video review, similar to the helpful vote button in textual reviews. The study also recommends that reviewers deliver more appealing and convincing argument quality, work toward improving their credibility, and understand the factors that contribute to video popularity. Impact on Society: Identifying the characteristics that affect video review helpfulness on YouTube helps consumers access helpful reviews more efficiently and improves their purchase decisions. Future Research: Future research could look into different types of data that could be extracted from YouTube to investigate the helpfulness of online video reviews. Future studies could employ machine learning and sentiment analysis techniques to reach more insights. Future research could also investigate the effect of product types in the context of online video reviews.

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Tags: blackboard

Tags: blackboard

YouTube said that this new goal can be used in ads displayed on Shorts and to drive more traffic towards websites

YouTuber Mrwhosetheboss reveals a 2-meter iPhone replica, celebrating surpassing Apple on YouTube.

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Adrian Stevenson, Internet Services, The University of Manchester will be uploading extracts of video taken during IWMW, at the same time exploring the ease of use, advantages and pitfalls of the service. He will consider the benefits of sharing video via YouTube and aim to encourage delegates to upload their own video snippets during the conference.

Washington, D.C.— With tens of millions of individuals worldwide engaged in the growing creator economy, NAB Show emerges as the central hub for networking, exploration and education within the evolving creator market. The 2024 NAB Show, slated for April 13 – 17 (Exhibits April 14 – 17) at the Las Vegas Convention Center, promises to empower creators with invaluable insights and opportunities. Leading the charge is renowned YouTube star, digital creator, filmmaker extraordinaire and multi-media innovator Casey Neistat, who will inspire creators to think outside the box and redefine their creative potential when he takes the Main Stage. Known for his signature "Do What You Can't" motto, Neistat will share his career journey, the unconventional choices that propelled him to success and offer actionable lessons on innovation and creativity.

This is a near impossible task to narrow down all of the youtube videos I have seen to pick only my top 3. So I am going to break this into sections.

Today - Top 3 Youtube Videos I Have Uploaded of my Daughter Macy.

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The forgotten technology that made YouTube possible  Popular Science

YouTube turned 12 this week and is marking the milestone with a redesign of its desktop site.

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YouTube reveals significant upgrades across desktop and mobile app, including a sleek new logo.

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El popular youtuber lanzó un reto que provocó varios casos de ahogamientos fingidos en las playas del Postiguet y San Juan Leer

Just like YouTube Shorts, a swipe down could soon play the next long-form video.

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In the first released video, the Duchess of Cambridge adorably corrects her husband's pronunciation when he spoke the Irish language for their 2021 St. Patrick's Day greeting.

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Big fines by regulators on tech companies are nothing new, but the scale of one imposed by a Russian court on Google is astronomical. For removing Russian state-run channels and pro-government accounts from YouTube in the wake of the country's invasion of Ukraine in 2022, Russia is demanding that Alphabet pay up 20 undecillion rubles ($2.5 decillion USD) or face its being blocked from doing business in the country indefinitely.

granny shots - grny

YouTuber Jake Paul and boxing heavyweight legend Mike Tyson are finally set to battle in their much-anticipated match at AT&T Stadium in Dallas on Friday night.

The post ‘I’m a Natural-Born Killer’: Mike Tyson Highlights the Difference Between Him and YouTuber Jake Paul appeared first on Breitbart.

He's the guy behind the Radio Disney versions of metal songs we all love.

[Written by Patrick Bean] The advantage available to Wesley and George Bryan as trick shot artists on video are staged scenes that allow for multiple takes to be edited into a single, flawlessly constructed final image of perfection. However, there’s a reason why those prone to attempting crazy stunts belying convention rarely make it to […]

YouTube has featured Bermudian B. Dylan Hollis – who also has millions of followers – in its official newsletter as one of the platform’s “top creators.” The YouTube newsletter highlights Hollis for earning more than 200,000 channel subscriptions in the first 90 days of publishing his first short, and says, “Known for his cooking videos, […]

Bernews posted more than 1,000 videos on YouTube during 2023, with the top twenty most viewed videos on our channel including coverage of Hurricane Lee, interviews with Bermuda Day spectators, BermudAir Aircraft, post-Tropical Cyclone Idalia coverage, Bermuda Day Parade highlights, Bacchanal Run Party event, crane in Pembroke, Boston TV with Glenn Jones celebrating Bermuda Day […]

YouTube added a capability for select creators in the U.S. to create AI-generated songs via prompts using the vocals of artists like Charlie Puth, Charli XCX, Demi Lovato, John Legend, Sia, T-Pain, and Troye Sivan last year. Now, the company is adding a feature for select creators to remix a track…