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that did not request an action only had 9% of comments mention site process (n=18). The cross tabulation test reveals a significance level of .007. Table 13: Comment Category by Call to Action Presence Comment Category Advice General Conversation Video Process Call to Action Present 10% 40% 9% Call to Action Not Present Significance Information 11% 9% .469 6% .099 47% .106 12% .295 Opinion 60% 68% .065 Site Process 18% 9% .007* Next, I found that videos that included a visual direct address were significantly more likely to spur advice comments from viewers (p=.021). Videos that had a visual direct address had 11% of their comments offer or request advice (n=33), while videos that did not have a visual direct address only had 5% of their comments related to advice. More specifically, visual direct address videos had 9% of comments offering advice (n=29) and 1% requesting advice (n=3). Videos without a visual direct address had 5% of comments offering advice (n=9) and 0% requesting advice (n=0). Neither of these sub- comment categories were significant, although the offering advice comments were largely skewed towards videos that contained a visual direct address (p=.059). The rest of the comment categories did not significantly differ based on whether a visual direct address was present in the video. 36PDF Image | UNDERSTANDING AND ENGAGING YOUTUBE COMMUNITIES
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