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      The science of YouTube: What factors influence user engagement with online science videos?

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          Abstract

          As the reach of science content in traditional media declines, many institutions and scientists are turning to YouTube as a powerful tool for communicating directly with non-expert publics. They do so with little empirical social science research guiding their efforts. This study explores how video characteristics and social endorsement cues provided by audience members might influence user engagement with online science videos. Shorter videos are more likely to be viewed. Social endorsement cues significantly relate to variations in user engagement, with likes having a consistent positive association with all types of engagement. Implications for science communication through YouTube are discussed.

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          Most cited references51

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          Consumer engagement in a virtual brand community: An exploratory analysis

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            Experimental study of inequality and unpredictability in an artificial cultural market.

            Hit songs, books, and movies are many times more successful than average, suggesting that "the best" alternatives are qualitatively different from "the rest"; yet experts routinely fail to predict which products will succeed. We investigated this paradox experimentally, by creating an artificial "music market" in which 14,341 participants downloaded previously unknown songs either with or without knowledge of previous participants' choices. Increasing the strength of social influence increased both inequality and unpredictability of success. Success was also only partly determined by quality: The best songs rarely did poorly, and the worst rarely did well, but any other result was possible.
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              Selective Exposure in the Age of Social Media

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                Author and article information

                Contributors
                Role: ConceptualizationRole: Data curationRole: Formal analysisRole: MethodologyRole: Project administrationRole: VisualizationRole: Writing – original draftRole: Writing – review & editing
                Role: ConceptualizationRole: InvestigationRole: MethodologyRole: Project administrationRole: ResourcesRole: SupervisionRole: Writing – review & editing
                Role: ConceptualizationRole: Data curationRole: InvestigationRole: MethodologyRole: Project administrationRole: ResourcesRole: SupervisionRole: Writing – review & editing
                Role: ConceptualizationRole: MethodologyRole: ResourcesRole: SupervisionRole: Writing – review & editing
                Role: Editor
                Journal
                PLoS One
                PLoS One
                plos
                PLoS ONE
                Public Library of Science (San Francisco, CA USA )
                1932-6203
                25 May 2022
                2022
                : 17
                : 5
                : e0267697
                Affiliations
                [1 ] Department of Life Sciences Communication, University of Wisconsin-Madison, Madison, Wisconsin, United States of America
                [2 ] Morgridge Institute for Research, Madison, Wisconsin, United States of America
                Ca’ Foscari University of Venice, ITALY
                Author notes

                Competing Interests: The authors have declared that no competing interests exist.

                Author information
                https://orcid.org/0000-0002-6222-0389
                https://orcid.org/0000-0002-9914-5407
                Article
                PONE-D-21-23874
                10.1371/journal.pone.0267697
                9132274
                35613095
                d09215bd-3b39-4d28-9bb2-953e66ce5438
                © 2022 Yang et al

                This is an open access article distributed under the terms of the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited.

                History
                : 23 July 2021
                : 13 April 2022
                Page count
                Figures: 0, Tables: 6, Pages: 19
                Funding
                Funded by: National Science Foundation
                Award ID: 1612482
                Award Recipient :
                Funded by: National Science Foundation
                Award ID: 1612482
                Award Recipient :
                This material is based upon work supported by the Morgridge Institute for Research, awarded to DB, DAS; the National Science Foundation under Grant No. 1612482. URL: https://www.nsf.gov/awardsearch/showAward?AWD_ID=1612482&HistoricalAwards=false The funders had no role in study design, data collection and analysis, decision to publish, or preparation of the manuscript. Any opinions, findings, and conclusions or recommendations expressed in this material are those of the authors and do not necessarily reflect the views of the Morgridge Institute for Research and the National Science Foundation.
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