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YOUTUBER VIDEOS: WHO, WHERE, WHEN, HOW, WHY WATCHES

Year 2018, Volume: 5 Issue: 7, 151 - 162, 31.07.2018

Mesut Çiçek

Abstract

Social Media provides unique opportunities for the companies. In order to take the advantage of these opportunities, managers should analyze the new media elaborately. YouTube has been one of the most effective social media tools and Youtuber videos have become the new trends on YouTube. In the literature, there are limited number of studies on this topic. In this context, the aim of this study is to reveal what are the motivations to watch Youtuber videos, when they prefer to watch Youtuber videos, and the impact of Youtuber’s gender and follower number on view count. In this study a triangulation approach was conducted and the data retrieved through survey method, focus group study and secondary data. The results indicated that user mostly prefer Youtuber videos for entertainment and information gathering, they mostly watch Youtuber videos on weekends, and gender and the number of followers affect the view count of the Youtuber videos.

Keywords

Youtuber YouTube Social Media

References

  • Burgess, J. E., & Green, J. B. (2009). The entrepreneurial vlogger: Participatory culture beyond the professional-amateur divide (pp. 89-107). National Library of Sweden/Wallflower Press.
  • Chau, C. (2010). YouTube as a participatory culture. New Directions for Student Leadership, 2010(128), 65-74.
  • Haridakis, P., & Hanson, G. (2009). Social interaction and co-viewing with YouTube: Blending mass communication reception and social connection. Journal of Broadcasting & Electronic Media, 53(2), 317-335.
  • Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business horizons, 53(1), 59-68. Katz, E., Haas, H., & Gurevitch, M. (1973). On the use of the mass media for important things. American sociological review, 164-181.
  • Khan, M. L. (2017). Social media engagement: What motivates user participation and consumption on YouTube?. Computers in Human Behavior, 66, 236-247.
  • Luo, X. (2002). Uses and gratifications theory and e-consumer behaviors: a structural equation modeling study. Journal of Interactive advertising, 2(2), 34-41.
  • Mediakix (2015), Most Popular Types of Youtube Makeup Videos, http://mediak ix.com/2015/12/youtube-makeup-videos-most-populartypes/#gs.4QMjMEc
  • Mediakix (2017), The Most Popular Types of YouTube Videos, http://mediakix.com/2016/02/most-popular-youtube-videos/#gs.GOKKEY0
  • Newhagen, J. E., & Rafaeli, S. (1996). Why communication researchers should study the Internet: A dialogue. Journal of Computer-Mediated Communication, 1(4), JCMC145.
  • Rubin, A. (2002). The Uses-and-Gratifications perspective of media effects. In J. Bryant, & D. Zillman (Eds.), Media Effects: Advances in theory and research (2nd ed., pp. 525e548). Mahwah, NJ: Erlbaum.
  • Rubin, A.M. (1994). Media uses and effects: A uses and gratifications perspective. In J. Bryant & D. Zillmann (Eds.), Media effects: Advances in theory and research pp. 417–456.
  • SOCIALBLADE (2018), Enes Batur, https://socialblade.com/youtube/ user/newdaynewgame
  • SOCIALBLADE (2018), Pewdiepie, https://socialblade.com/youtube/user/ pewdiepie
  • YOUTUBE (2018), Rakamlarla Youtube, https://www.youtube.com/yt/about/ press

YOUTUBER VİDEOLARI: KİM, NEREDE, NE ZAMAN, NASIL, NEDEN İZLER

Year 2018, Volume: 5 Issue: 7, 151 - 162, 31.07.2018

Mesut Çiçek

Abstract

Sosyal Medya pazarlama açısından firmalara eşsiz fırsatlar sunmaktadır. Bu fırsatların doğru ve etkin bir şekilde değerlendirilebilmesi için bu yeni dijital dünyanın iyi analiz edilmesi ve anlaşılması gerekmektedir. Sosyal medyadaki en etkili araçlardan birisi Youtuber videoları ve Youtube videoları içerisinde de en yeni ve etkili trendlerden birisi de Yotuber videoalarıdır. Ancak Youtuber videoları konusunda yapılmış son derece sınırlı sayıda çalışma vardır. Bu bağlamda çalışmanın amacı Youtuber videolarının kimler tarafından ne zaman, hangi amaçla, izlendiklerini ortaya çıkarmak, ayrıca vidoların hangi gün daha çok izlendiğini, takipçi sayısının, Youtuber’ın cinsiyetinin izlenme sayısı üzerindeki etkisini belirlemektir. Çalışmada veri üçgenleme (Triangulation) yöntemi uygulanmış ve veriler yüz yüze anket yöntemi, odak gurup çalışması ve ikinci verilerden elde edilmiştir. Sonuçlar kullanıcıların en çok bilgi edinme ve eğlence amaçlı videoları tercih ettiklerini, Youtuber videolarının daha çok hafta sonları izlendiğini, takipçi sayısının ve Youtuber cinsiyetinin izlenme sayısı üzerinde etkili olduğunu ortaya çıkarıştır.

Keywords

Youtuber YouTube Sosyal Medya

References

  • Burgess, J. E., & Green, J. B. (2009). The entrepreneurial vlogger: Participatory culture beyond the professional-amateur divide (pp. 89-107). National Library of Sweden/Wallflower Press.
  • Chau, C. (2010). YouTube as a participatory culture. New Directions for Student Leadership, 2010(128), 65-74.
  • Haridakis, P., & Hanson, G. (2009). Social interaction and co-viewing with YouTube: Blending mass communication reception and social connection. Journal of Broadcasting & Electronic Media, 53(2), 317-335.
  • Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business horizons, 53(1), 59-68. Katz, E., Haas, H., & Gurevitch, M. (1973). On the use of the mass media for important things. American sociological review, 164-181.
  • Khan, M. L. (2017). Social media engagement: What motivates user participation and consumption on YouTube?. Computers in Human Behavior, 66, 236-247.
  • Luo, X. (2002). Uses and gratifications theory and e-consumer behaviors: a structural equation modeling study. Journal of Interactive advertising, 2(2), 34-41.
  • Mediakix (2015), Most Popular Types of Youtube Makeup Videos, http://mediak ix.com/2015/12/youtube-makeup-videos-most-populartypes/#gs.4QMjMEc
  • Mediakix (2017), The Most Popular Types of YouTube Videos, http://mediakix.com/2016/02/most-popular-youtube-videos/#gs.GOKKEY0
  • Newhagen, J. E., & Rafaeli, S. (1996). Why communication researchers should study the Internet: A dialogue. Journal of Computer-Mediated Communication, 1(4), JCMC145.
  • Rubin, A. (2002). The Uses-and-Gratifications perspective of media effects. In J. Bryant, & D. Zillman (Eds.), Media Effects: Advances in theory and research (2nd ed., pp. 525e548). Mahwah, NJ: Erlbaum.
  • Rubin, A.M. (1994). Media uses and effects: A uses and gratifications perspective. In J. Bryant & D. Zillmann (Eds.), Media effects: Advances in theory and research pp. 417–456.
  • SOCIALBLADE (2018), Enes Batur, https://socialblade.com/youtube/ user/newdaynewgame
  • SOCIALBLADE (2018), Pewdiepie, https://socialblade.com/youtube/user/ pewdiepie
  • YOUTUBE (2018), Rakamlarla Youtube, https://www.youtube.com/yt/about/ press
There are 14 citations in total.

Details

Primary Language Turkish
Journal Section Makaleler
Authors

Mesut Çiçek

Publication Date July 31, 2018
Published in Issue Year 2018 Volume: 5 Issue: 7

Cite

APA Çiçek, M. (2018). YOUTUBER VİDEOLARI: KİM, NEREDE, NE ZAMAN, NASIL, NEDEN İZLER. Avrasya Sosyal Ve Ekonomi Araştırmaları Dergisi, 5(7), 151-162.