Social media addiction: what is the role of content in YouTube?

Balakrishnan, J. and Griffiths, M.D. ORCID: 0000-0001-8880-6524, 2017. Social media addiction: what is the role of content in YouTube? Journal of Behavioral Addictions, 6 (3), pp. 364-377. ISSN 2062-5871

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Background: YouTube, the online video creation and sharing site, supports both video content viewing and content creation activities. For a minority of people, the time spent engaging with YouTube can be excessive and potentially problematic.

Method: This study analyzed the relationship between content viewing, content creation, and YouTube addiction in a survey of 410 Indian-student YouTube users. It also examined the influence of content, social, technology, and process gratifications on user inclination toward YouTube content viewing and content creation.

Results: The results demonstrated that content creation in YouTube had a closer relationship with YouTube addiction than content viewing. Furthermore, social gratification was found to have a significant influence on both types of YouTube activities, whereas technology gratification did not significantly influence them. Among all perceived gratifications, content gratification had the highest relationship coefficient value with YouTube content creation inclination. The model fit and variance extracted by the endogenous constructs were good, which further validated the results of the analysis.

Conclusion: The study facilitates new ways to explore user gratification in using YouTube and how the channel responds to it.

Item Type: Journal article
Publication Title: Journal of Behavioral Addictions
Creators: Balakrishnan, J. and Griffiths, M.D.
Publisher: Akadémiai Kiadó
Date: September 2017
Volume: 6
Number: 3
ISSN: 2062-5871
Rights: © 2017 The Author(s). This is an open-access article distributed under the terms of the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium for non-commercial purposes, provided the original author and source are credited.
Divisions: Schools > School of Social Sciences
Record created by: Jill Tomkinson
Date Added: 26 Sep 2017 10:48
Last Modified: 03 May 2018 15:13

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