The Differential Impacts of Positive and Negative Emotions on Travel-Related YouTube Video Engagement유튜브 여행 동영상의 긍정적 감정과 부정적 감정이 사용자 참여에 미치는 영향
- Other Titles
- 유튜브 여행 동영상의 긍정적 감정과 부정적 감정이 사용자 참여에 미치는 영향
- Authors
- 김희진; 송하연; 유진영; 최성철
- Issue Date
- Sep-2023
- Publisher
- 서비스사이언스학회
- Keywords
- 유튜브; 관광; 감정가; 시청자 참여; 소셜 미디어 마케팅; 여행 마케팅; YouTube; tourism; emotional valence; viewer engagement; social media marketing; travel marketing
- Citation
- 서비스 연구, v.13, no.03, pp.1 - 19
- Journal Title
- 서비스 연구
- Volume
- 13
- Number
- 03
- Start Page
- 1
- End Page
- 19
- URI
- https://scholarworks.bwise.kr/gachon/handle/2020.sw.gachon/89228
- DOI
- 10.18807/jsrs.2023.13.3.001
- ISSN
- 2234-2850
- Abstract
- Despite the growing importance of video-based social media content, such as vlogs, as a marketing tool in the travel industry, there is limited research on the characteristics that enhance engagement among potential travelers. This study explores the influence of emotional valence in YouTube travel content on viewer engagement, specifically likes and comments. We analyzed 4,619 travel-related YouTube videos from eight popular tourist cities. Using negative binomial regression analysis, we found that both positive and negative emotions significantly influence the number of likes received. Videos with higher positive emotions as well as negative emotions receive more likes. However, when it comes to the number of comments, only negative emotions showed a significant positive influence, while positive emotions had no significant impact. These findings offer valuable insights for marketers seeking to optimize engagement strategies on YouTube, considering the unique nature of travel products. Further research into the effects of specific emotions on engagement is warranted to improve marketing strategies. This study highlights the powerful impact of emotions on viewer engagement in the context of social media, particularly on YouTube.
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