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Catching the video virus: Understanding individuals involved in diffusion of online videos through social networks

Guha, Trupti
http://rave.ohiolink.edu/etdc/view?acc_num=csu1210343957

Abstract Details

2008, Master of Applied Communication Theory and Methodology, Cleveland State University, College of Liberal Arts and Social Sciences.
In the process of computer-mediated exchange, some online videos travel from one person to another resulting in the process of diffusion of the video. However, there are very few empirical investigations of the audience involved in the process. This exploratory research employs Rogers' diffusion of innovations as a theoretical framework to study online video users. Theories from social networks on tie strength and homophily are applied to create an integrated diffusion model. Based on survey data from college students, online video audience was profiled in two ways: one based on individual characteristics and another on activities with video content. Participants in the viral transmission process were found to be novelty-seekers, highly connected to others and appreciative of entertaining videos. An integrated model exploring the antecedents of viral transmission of online videos identified age, sex, Internet usage, and network connectedness as significant predictors. Contrary to previous findings, strong and homophilous ties were found to significantly contribute toward the viral spread. The findings of this study will add to the body of knowledge on diffusion research by enhancing understanding of individuals involved in an evolving medium. A profile of online video users will help marketers identify and reach the right audience.
Gary Pettey, PhD (Advisor)
Cheryl Bracken, PhD (Committee Member)
Robert Whitbred, PhD (Committee Member)
162 p.
Communication
Viral videos; Diffusion of innovations; Strength of ties; Homophily

Recommended Citations

Citations

  • Guha, T. (2008). Catching the video virus: Understanding individuals involved in diffusion of online videos through social networks [Master's thesis, Cleveland State University]. OhioLINK Electronic Theses and Dissertations Center. http://rave.ohiolink.edu/etdc/view?acc_num=csu1210343957

    APA Style (7th edition)

  • Guha, Trupti. Catching the video virus: Understanding individuals involved in diffusion of online videos through social networks. 2008. Cleveland State University, Master's thesis. OhioLINK Electronic Theses and Dissertations Center, http://rave.ohiolink.edu/etdc/view?acc_num=csu1210343957.

    MLA Style (8th edition)

  • Guha, Trupti. "Catching the video virus: Understanding individuals involved in diffusion of online videos through social networks." Master's thesis, Cleveland State University, 2008. http://rave.ohiolink.edu/etdc/view?acc_num=csu1210343957

    Chicago Manual of Style (17th edition)

csu1210343957
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© 2008, all rights reserved.
This open access ETD is published by Cleveland State University and OhioLINK.