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highly significant difference across video vertical categories (p=.000). Additionally, since the Commenting and Subscribing sub-comment categories had very few data points, the Site Process category largely mimicked the Videos sub-comment category. In this case, Gaming and How To/ Style also had significantly more video comments than the rest of the vertical categories (p=.000). This is likely because viewers come to YouTube to watch Gaming and Style experts share their craft. As such, those audiences were prone to requesting specific video content from the experts. Table 7: Comment Categories by Video Vertical Comment Category dy Present Request 0% Information Advice 10% 10% Request 3% Opinion Negative 13% Opinion Offensive 13% Opinion Conversation/ 23% Joke Creator 7% Community YouTube 0% Community Site Process 10% 18% V ideos 10% Come Education Enterta inment 4% 4% 2% 2% 9% 18% 5% Film & Animati on Gaming 13% 3% 17% 10% 3% 6% 13% 10% 33% 30% 3% 0% How Music To/ Style 10% 7% 7% 6% People & Blogs 6% 14% Pets & Animals 0% 20% Science Signif- & Tech icance 13% .113 7% .606 5% .227 7% .080 0% .075 10% .011* 20% .094 20% .001* 5% .156 13% .000* 8% .000* 2% .312 3% .306 13% .108 Information 0% 22% 7% 7% 17% 10% 3% 7% 10% 23% .006* 16% 6% 12% 6% 4% 10% 4% 16% 2% 0% 6% 7% 6% 3% 3% 0% 3% 20% 0% 3% Offer Information 0% 4% 3% 0% 3% 0% 0% 1% 10% 10% .068 Opinion 63% 56% 55% 76% 47% 69% 76% 73% 80% 57% .028* Positive Opinion 13% 14% 28% 33% 10% 45% 56% 49% 70% 23% .000* Opinion No Judgment 30% 18% 18% 40% 7% 10% 13% 9% 20% 25% .003* General Conversation 10% 28% 46% 10% 26% 47% 40% 63% 10% 43% .001* Personal Story 7% 12% 19% 13% 0% 20% Commenting Subscribing Video Process 3% 0% 0% 8% 11% 9% 9% 7% 1% 3% 0% 0% 10% 3% 9% 6% 13% 13% 3% 0% 4% 1% 0% 9% 30% 16% 30% 10% 35% 3% 0% 12% 30% 13% 10% 0% 29% 3% 6% 0% 6% 4% 3% 6% 0% 22% 7% 13% 0% 0% 0% 0% 0% 10% 0% 0% 0% 0% 0% 7% 27% 31PDF Image | UNDERSTANDING AND ENGAGING YOUTUBE COMMUNITIES
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