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Research Question 3: After better understanding how the relationship building tactics were deployed on YouTube (Research Question 1), I wanted to research whether the tactics translated into audience engagement. Overall, the channels in this study averaged 3.2 million subscribers and 590 million channel views. The videos in this study had a mean of 1.2 million views with almost 2,900 comments per video. On average, the channels were started over six years ago and produced 450 videos. Using difference of means tests, I researched whether the tactics resulted in more comments, subscribers, channel views and video views. Interestingly, I found that having a call to action present was the only tactic that resulted in significantly higher audience engagement figures. Conversely, having a visual direct address, language direct address, introduction or question to the audience present in the video often correlated with lower audience engagement results than videos that did not contain those elements. For videos that contained calls to action (n=31), an average of 3,266 comments were left on the video. Videos that contained calls to action also averaged 3.6 million subscribers with 771 million channel views. Videos that did not contain calls to action had a mean of 2.4 million subscribers with 295 million channel views and 2,291 comments on their videos. The difference in comments between videos that contained this relationship building characteristic and those that did not is highly significant (p=.003). Similarly, videos that contained calls to action also reported a significantly large number of subscribers (p=.009) and channel views (p=.000). The average video 32PDF Image | UNDERSTANDING AND ENGAGING YOUTUBE COMMUNITIES
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