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The science of YouTube: What factors influence user engagement with online science videos?
Shiyu Yang1, Dominique Brossard1,2, Dietram A Scheufele1,2
1Department of Life Sciences Communication, University of Wisconsin-Madison, Madison, Wisconsin, United States of America.
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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