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YouTube’s metadata including comments (p=.005 for language, p=.000 for question), subscribers (both p=.000), channel views (both p=.000) and video views (both p=.000). One potential explanation for this result could be that there are varying degrees of production quality across YouTube. Channels that have invested in more advanced productions, like animation and scriptwriters, might be more likely to attract a larger audience. For smaller channels, it might be easier to quickly produce videos that just involve a creator speaking directly to the camera and represent the amateur YouTube aesthetic. Another potential explanation could be that as YouTube creators expands their audience base, they feel less pressure to interact with their community or introduce their channel. This study, however, did find that relationship building tactics influenced the qualitative nature of participation in the comments. For example, videos that used informal language to directly address their audience were significantly more likely to have viewers respond with General Conversation comments (p=.000). The sub-comment analysis also supports this theory, with direct language videos having a significantly larger percentage of Personal Story (p=.000) and Community comments (p=.002 for Creator Community, p=.037 for YouTube Community). Similarly, videos that asked a question were more likely to receive opinion comments (p=.000), specifically No Judgment Opinion comments (p=.000). Videos that contained a visual direct address were also more likely to garner comments requesting or offering advice from the creator (p=059). The hypothesis of video content influencing comment composition is also supported by the results of the programming vertical analysis. Most interestingly, if a 43PDF Image | UNDERSTANDING AND ENGAGING YOUTUBE COMMUNITIES
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