Title: Investigating antecedents of consumers' video-sharing behaviour on social media

Authors: Sehwan Oh; Hyunmi Baek; Joong-Ho Ahn

Addresses: School of Business Administration, Kyungpook National University, 80 Daehak-ro, Buk-gu, Daegu, 41566, South Korea ' Department of Information Sociology, Hanyang University, 55 Hanyangdaehak-ro, Sangnok-gu, Ansan, Gyeonggi-do, 426-791, South Korea ' Graduate School of Business, Seoul National University, 1 Gwanak-ro, Gwanak-gu, Seoul, 151-916, South Korea

Abstract: With the development of information technology, video-sharing social media emerges as a multimedia consumption and distribution channel among consumers. As sharing and recommendation behaviour by consumers makes significant influence among consumers, academic researchers and practitioners pay attention to antecedents of consumers' sharing behaviour on social media. However, in spite of proliferation of social media, there has been limited research on motivations and antecedents of consumers' video-sharing behaviour. From the perspectives of both viewer engagement and video contents, this research analyses 841 videos in music, movie and education channels on YouTube, which were publicised from July to October 2014. In terms of viewer engagement, we find out that average watching time, the number of comments and the ratio of like counts are positively related with the number of sharing videos. Also, we reveal that in terms of video contents, hedonic videos are more likely to be shared than utilitarian videos.

Keywords: video; video-sharing social media; engagement; viewer engagement; video content; hedonic; utilitarian; antecedents of video-sharing behaviour; video-sharing behaviour; YouTube.

DOI: 10.1504/IJIMA.2017.084077

International Journal of Internet Marketing and Advertising, 2017 Vol.11 No.2, pp.83 - 102

Received: 02 Oct 2016
Accepted: 28 Nov 2016

Published online: 07 May 2017 *

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