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direct address (Pearson Correlation=.576, p=.000), there were ten videos that contained one but not that other property. Similarly, a visual direct address and call to action were found to be significantly correlated (Pearson Correlation=.321, p=.000), but the data had eighteen instances where the two categories differed. There were fourteen instances where language direct address and call to action did not provide the same result (Pearson Correlation=.406, p=.000). This information helped ensure that our data was accurate and recorded correctly. An introduction was found in 46% of the videos (n=230). A question to the audience was only found in 20% of videos (n=10), much less frequently than the other relationship building tactics. Table 3: Percentage of Videos with Relationship Building Tactics Present Relationship Building Tactic Language Direct Address Call to Action Appeal Percentage Deployed in Video 62% 62% Visual Direct Address 62% Question for Audience 20% Introduction 46% Since the YouTube platform allows for a variety of user participation actions, I also wanted to record what specific calls to these actions were present. A message for viewers to subscribe to the channel was found in over 42% of videos (n=21). On YouTube, subscribing to a show means that you are following the show and will likely be a regular audience member. Next, 26% of the videos had requests for people to comment about the video (n=13), followed by 24% of the videos (n=12) requesting a video like. 18% of the videos suggested that audience members watch a different video, usually on a similar topic or on their collaborator’s channel (n=9). Lastly, 12% of the videos (n=6) recommended using the description box to find more information or a URL. 25PDF Image | UNDERSTANDING AND ENGAGING YOUTUBE COMMUNITIES
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