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The Drivers of Video Popularity on YouTube: An Empirical Investigation

In: Advances in Digital Marketing and eCommerce

Author

Listed:
  • Ana Cristina Munaro

    (Pontifical Catholic University of Parana (PUCPR))

  • Renato Hübner Barcelos

    (UQÀM)

  • Eliane Cristine Francisco Maffezzolli

    (Pontifical Catholic University of Parana (PUCPR))

  • João Pedro Santos Rodrigues

    (PUCPR)

  • Emerson Cabrera Paraiso

    (PUCPR)

Abstract

In this article, we present and test a model of drivers for video post popularity on YouTube. In this conceptual model, video characteristics such as linguistics style, subjectivity, emotion polarity and video category influence online video popularity on YouTube (i.e. the number of likes, dislikes, and comments). The results of the analysis of more than 11,000 videos from 150 digital influencers show that not all factors that help to boost the number of likes have a similar effect on the number of comments - or the number of dislikes. In summary, medium-length and long videos posted during non-business hours, using analytical/informative content and subjective language style, are more likely to receive likes and comments. Moreover, the use of negative or moderate emotion helps to promote a general interest in the video.

Suggested Citation

  • Ana Cristina Munaro & Renato Hübner Barcelos & Eliane Cristine Francisco Maffezzolli & João Pedro Santos Rodrigues & Emerson Cabrera Paraiso, 2020. "The Drivers of Video Popularity on YouTube: An Empirical Investigation," Springer Proceedings in Business and Economics, in: Francisco J. Martínez-López & Steven D'Alessandro (ed.), Advances in Digital Marketing and eCommerce, pages 70-79, Springer.
    • Handle: RePEc:spr:prbchp:978-3-030-47595-6_10
    DOI: 10.1007/978-3-030-47595-6_10
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