Social media engagement: What motivates user participation and consumption on YouTube?

@article{Khan2017SocialME,
  title={Social media engagement: What motivates user participation and consumption on YouTube?},
  author={M. Laeeq Khan},
  journal={Comput. Hum. Behav.},
  year={2017},
  volume={66},
  pages={236-247}
}
  • M. Laeeq Khan
  • Published 2017
  • Psychology, Computer Science
  • Comput. Hum. Behav.
Abstract This study unearths the motives for YouTube user engagement that has been conceptualized as active participation and passive content consumption. In light of the Uses and Gratifications framework, a sample of 1143 registered YouTube users completed online surveys that helped gauge user behavior. Results showed that for participation on YouTube, the strongest predictor for liking and disliking videos was the relaxing entertainment motive; commenting and uploading being strongly… Expand
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