Y VE Z KUŞAĞI’NIN YOUTUBE KULLANIM ALIŞKANLIKLARI

Abstract

Günümüzde sosyal medya hayatımızın merkezinde yer almaya başlamış, her yaştan ve her kesimden bireyi kapsamına almıştır. Etkileşimli web adı verilen Web 2.0 teknolojisi sanal ortamda daha katılımcı yapının oluşmasını sağlamıştır. Bu katılımcı yapı farklı sosyal paylaşım ağlarında farklı içeriklerin oluşturulmasını ortaya koymuştur. Özellikle dünyada YouTube, bu noktada gittikçe popüler hale gelen video paylaşım sitesi haline gelmiştir. Hatta popüler bir hâle gelen YouTube’da kuşakların video izleme alışkanlıkları giderek değişmeye başlamış böylece içeriklerde bir dönüşüm yaşanmıştır. Çünkü YouTube içeriklerinin kullanım düzeyi kuşaktan kuşağa farklılık gösterir hâle gelmiştir. Bu çalışmada Y ve Z kuşaklarının YouTube’da video izleme alışkanları tespit edilmeye çalışılmış ve bu alışkanların değişiklik gösterip göstermediğinin saptanması hedeflenmiştir. Araştırmaya katılan 308 bireyin konu hakkındaki düşünceleri nicel araştırma yöntemlerinden anket tekniği ile saptanmaya çalışılmıştır. Özellikle “play” tuşunun bireylerde hissettirdiği anlam kuşaklara göre farklılık göstermekle birlikte, sosyal medya platformlarında yapılan yorumlardan etkilenme düzeylerinde anlamlı farklılık saptanmamıştır. Bu kapsamda, Y ve Z kuşağının takip ettiği kanallarda önemli farklılık söz konusudur. Y kuşağı dizi, film ve program kanallarını tercih ederken, Z kuşağı Influencer kanallarına daha yoğun ilgi göstermektedir. Kuşakların YouTube kullanım alışkanlıkları göz önünde bulundurulduğunda içeriklerin bu alışkanlara göre oluşturulması özellikle firmalara ışık tutarak, firmaların verecekleri kararların uygulamalarında hedef kitleye daha hızlı ve etkili bir şekilde ulaşılması öngörülmektedir.

Keywords

• Y Kuşağı,Youtube,Z Kuşağı,Kullanım Alışkanları,Sosyal Medya

YOUTUBE USAGE HABITS OF Y AND Z GENERATION

Abstract

Today, social media is at the center of our lives, covering someone of all ages and all walks of life. Web 2.0 technology called interactive web has enabled more participatory structure in the virtual environment. This participatory structure revealed the creation of different content in different social networks. Especially around the world, YouTube has become an increasingly popular video sharing site at this point. Even on YouTube, which has become popular, the video viewing habits of generations have started to change and thus the content has transformed. This is because the level of use of YouTube content varies from generation to generation. This study aims are to determine the habit of watching videos on YouTube of Y and Z generations to determine whether these habits have changed. The thoughts of 308 individuals involved in the study were determined by a quantitative survey technique. In particular, the meaning felt by the “play” button in individuals was different over generations, but no meaningful difference was found in the levels of influence in comments. There are significant differences in the channels that are followed by the Y and Z generations. While the Y generation prefers series, film and program channels, the Z generation is more interested in influencer channels. Taking into account the YouTube usage habits of generations, it is envisaged that the creation of content according to these habits will be achieved more quickly and effectively in the implementation of the decisions that companies will make, especially by shining a light on companies.

Keywords

• Youtube,Y Generation,Z Generation,Usage Habits,Social Media

References

1. Adıgüzel, O., Batur, Z. H., Ekşili, N. (2014) “Kuşakların Değişen Yüzü ve Y Kuşağı İle Ortaya Çıkan Yeni Çalışma Tarzı: Mobil Yakalılar, Süleyman Demirel Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, (19): 165-182.
2. Başol, O., Çetin G. A. (2014) “X ve Y Kuşağı: Çalışmanın Anlamında Bir Değişme Var Mı?”, Electronic Journal of Vocational Colleges, 3(4): 1-15.
3. Blackshaw, P., Nazzaro, M. (2004) Consumer-Generated Media (CGM) 101: Word-of-Mouth in The Age of The Webfortified Consumer, http://www.nielsenbuzzmetrics.com/whitepapers.
4. Boone, L. E., Kurtz, D. L. (2007). Contemporary Marketing (13th ed.). Mason, OH: Thomson/South-Western.
5. Canali, C., Colajanni, M. & Lancellotti, R. (2010) “Characteristics and evolution of content popularity and user relations in social networks”, IEEE Symposium on Computers and Communications., pp. 750-756.
6. Chatzopoulou, G., Sheng, C. & Faloutsos, M. (2010) “A First Step Towards Understanding Popularity in YouTube”, INFOCOM IEEE Conference on Computer Communications Workshops -San Diego, CA, pp. 1-6.
7. Cheng, X., Dale, C. and Liu, J. (2008), “Statistics and Social Network of YouTube Videos”, 16th International Workshop on Quality of Service (IWQoS), pp. 229-238.
8. Coons, J., Chen, S. L. (2014) “Social Network Analysis For Facebook: Locating Cliques And Visualizing Sociability”, Symbolic Interaction And New Social Media, (Studies in Symbolic Interaction), 43: 43-61.

9. Demirkaya, H, Akdemir, A., Karaman, E., Atan, Ö. (2015) “Kuşakların Yönetim Politikası Beklentilerinin Araştırılması”, İşletme Araştırmaları Dergisi, 7(1): 186-204.
10. Feyerherm, A., Vick, Y. (2005) "Generation X Women in High Technology", Career Development International, 10(3): 216-227.
11. Fraone, J. S., Hartmann, D., McNally, K. (2008). “The Multi-Generational Workforce: Management Implications And Strategies For Collaboration”, Boston, MA, available at: www.bc.edu/ content/dam/files/centers/cwf/research/publications/pdf/MultiGen_EBS.pdf.
12. Gill, P., Arlitt, M., Li, Z. and Mahanti, A. (2007). Youtube Traffic Characterization: A View From The Edge, Proceedings of the 7th ACM SIGCOMM Conference on Internet Measurement-San Diego, pp. 15-28.
13. Gohar, F. K., Sokha, V. (2014) "Virality Over Youtube: An Empirical Analysis", Internet Research, 24(5): 629-647.
14. Howe, N., Strauss, W. (2000). Millennials Rising: The Next Great Generation, New York: Vintage Books.
15. Igel, C., Urquhort, V. (2012) “Generation Z, Meet Cooperative Learning”, Middle School Journal, 43(4): 16-21.
16. Johnson C. L., Gutter, M., XU, Y., Cho S. H., Devaney S. (2016) “Perceived Value of College as an Investment in Human and Social Capital: Views of Generations X and Y”, Family and Consumer Sciences Research Journal, 45(2): 193-207.
17. Kaplan, A.M. & Haenlein, M. (2010), “Users of The World, Unite! The Challenges And Opportunities of Social Media”, Business Horizons, 53(1): 59-68.
18. Kousha Kayvan, Thelwall, M. and Abdoli, M. (2012) “The Role of Online Videos in Research Communication: A Content Analysis of Youtube Videos Cited in
19. Academic Publications”, Journal of the American Society for Information Science and Technology, 63(9): 1710-1727.
20. Lange, P.G. (2007) “Publicly Private And Privately Public: Social Networking on YouTube”, Journal of Computer-Mediated Communication, 13(1): 361-380.
21. Lanier, K. (2017) “5 Things HR Professionals Need to Know About Generation Z”, Strategic HR Review, 16(6): 288-290.
22. Mangold, W.G. and Faulds, D. J. (2009) “Social Media: The New Hybrid Element of the Promotion Mix”, Business Horizons, 52(4): 357-365.
23. Mills, A. J. (2012) “Virality in Social Media: The SPIN Framework”, Journal of Public Affairs, 12(2): 162-169.
24. Mishra R. K., Shulagna Sarkar, Punam Singh, (2012). “Today’s HR for a Sustainable Tomorrow” in Patranabis C. I., The Future of Workforce Management: Perspectives and Way Ahead, New Delhi: Allied Publishers, 2012.
25. Mukundan, S., Dhanya M., Saraswathyamma K. P. (2013). “A Study on The Conflict Resolution Styles of Generation Y Students in Indian Context”, International Journal of Global Business, 6(1): 81-90.
26. Paolillo, J. C. (2008) “Structure and Network in the YouTube Core”, Proceedings of the 41st Annual International Conference on System Sciences - Waikoloa, Hawaii, pp. 156-165.
27. Robinson, V. M., Schänzel, H. A. (2019). “A Tourism Inflex: Generation Z Travel Experiences”, Journal of Tourism Futures, DOI: https://0211dswjk-y-https-doi-org.proxy.uludag.deep-knowledge.net/10.1108/JTF-01-2019-0014.
28. Schneider C. J. (2016) "Music Videos on YouTube: Exploring Participatory Culture on Social Media", Symbolic Interactionist Takes on Music, (Studies in Symbolic Interaction), 47: 97-117.
29. Shao, G. (2009) “Understanding The Appeal of User-Generated Media: A Uses And Gratification Perspective”, Internet Research, 19(1): 7-25.
30. Shepherda, H., Lane, J. (2019) “In The Mix: Social Integration And Social Media Adoption”, Social Science Research, 82: 1-55.
31. Tuten, T.L., Solomon, M.R. (2017). Social Media Marketing, London: Sage Publications Ltd.
32. Vanmeter, R. A., Douglas, B., Grisaffe, L., Chonko, B., Roberts J. A. (2013) “Generation Y's Ethical Ideology and Its Potential Workplace Implications”, Journal of Business Ethics, 117(1): 93-109.
33. Vinicius Monteiro de Lira, Craig Macdonald, Iadh Ounis, Raffaele Perego, Chiara Renso, Valeria Cesario Times (2019) “Event Attendance Classification in Social Media”, Information Processing and Management, 56(3): 687-703.
34. Wan-Jiun Paul Chiou, Heather S. Knewtson, John R. Nofsinger (2019) “Paying Attention to Social Media Stocks”, International Review of Economics and Finance, 59: 106-119.
35. Wei Wang, Renee Rui Chen, Carol Xiaojuan Ou , Steven Jifan Ren (2019) “Media or Message, Which is The King in Social Commerce?: An Empirical Study of Participants' Intention to Repost Marketing Messages on Social Media”, Computers in Human Behavior, 93: 176-191.
36. YouTube (2011). Facts and Figures. http://www.youtube.com/watch?v=hYKhVHXW2MU adresinden erişildi.
37. Yrle, A., Hartman, S., Payne, D. (2005) "Generation X: Acceptance of Others And Teamwork Implications", Team Performance Management, 11(5/6): 188-199.