Connected audiences in digital media markets: The dynamics of university online video impact
Dublin Core
Title
Connected audiences in digital media markets: The dynamics of university online video impact
Subject
Digital media markets
Online video
Granger causality networks
World-class universities
Time series
Online video
Granger causality networks
World-class universities
Time series
Description
This paper analyses whether the audience dynamics of one content provider can explain the audience dynamics of a different content provider, and the resulting network of connections among providers. The type of connections in this network determines whether the audience of one creator influences or is susceptible to other creators’ audience. Granger causality networks are applied to prestigious universities that provide online videos on YouTube and the structure of the Audience Dynamics Network is described. This
network presents an unbalanced degree distribution and a core-periphery structure. The centrality of the universities in the network is discussed and universities with influential and susceptible roles are identified. We find that audience connection is determined by the differences in the online video impact between each pair of universities. Centrality in the network is associated with university prestige, but this relation is mediated by online video impact.
network presents an unbalanced degree distribution and a core-periphery structure. The centrality of the universities in the network is discussed and universities with influential and susceptible roles are identified. We find that audience connection is determined by the differences in the online video impact between each pair of universities. Centrality in the network is associated with university prestige, but this relation is mediated by online video impact.
Creator
German Lopez-Buenache, Angel Meseguer-Martínez, Alejandro Ros-Galvez, Alfonso Rosa-García
Source
https://www.sciencedirect.com/journal/european-research-on-management-and-business-economics/vol/28/issue/1
Publisher
Elsevier Espana, S.L.U
Date
22 December 2021
Contributor
Sri Wahyuni
Rights
ISSN: 2444-8834
Format
PDF
Language
English
Type
Text
Coverage
Jurnal Internasional European Research on Management and Business Economics 2022
Files
Collection
Citation
German Lopez-Buenache, Angel Meseguer-Martínez, Alejandro Ros-Galvez, Alfonso Rosa-García, “Connected audiences in digital media markets: The dynamics of university online video impact,” Repository Horizon University Indonesia, accessed March 14, 2025, https://repository.horizon.ac.id/items/show/6778.