DEPARTMENT OF MANAGEMENT ENEGINEERING Master degree in Management Engineering in Digital Business and Market Innovation Brand-generated and User- generated content videos on YouTube: characteristics, behavior and user perception Supervisor: prof. Susan Chen Nicholas Beccari 899301 Nicola Valerio 905960 Academic Year 2018/2019 2 List of Contents ACKNOWLEDGMENTS .............................................................................................. 7 EXECUTIVE SUMMARY ........................................................................................... 10 1. INTRODUCTION .................................................................................................... 16 2. LITERATURE REVIEW ......................................................................................... 20 2.1 INTRODUCTION ......................................................................................................... 20 2.2 SOCIAL MEDIA MARKETING .................................................................................. 20 2.3 YOUTUBE .................................................................................................................... 23 2.4 SOCIAL MEDIA ENGAGEMENT .............................................................................. 24 2.4.1 Numerical measures of engagement .............................................................................................. 26 2.4.2 Language engagement ................................................................................................................... 27 2.4.3 Network engagement ..................................................................................................................... 27 2.5 BRAND-GENERATED CONTENT VS. USER GENERATED CONTENT ............... 29 2.5.1 Authenticity and credibility – Brand ............................................................................................. 30 2.5.2 Authenticity and credibility – User ................................................................................................ 31 2.6 BRAND GENERATED CONTENT ............................................................................. 32 2.7 USER GENERATED CONTENT ................................................................................ 34 2.8 AUTHENTICITY ......................................................................................................... 39 2.8.1 Brand authenticity ......................................................................................................................... 40 2.9 CREDIBILITY ............................................................................................................. 42 2.9.1 People credibility .......................................................................................................................... 42 2.9.2 Source credibility .......................................................................................................................... 43 3. DATA COLLECTION AND METHODOLOGY ....................................................... 46 3.1 DATA COLLECTION .................................................................................................. 46 3.2 DATA ON VIDEO LEVEL ........................................................................................... 47 3.2.1 Video & Channel characteristics .................................................................................................. 47 3.2.2 Numerical measures of engagement .............................................................................................. 47 3.2.3 Language measures of engagement ............................................................................................... 48 3.3 DATA ON BRAND LEVEL .......................................................................................... 49 3.3.1 Network engagement ..................................................................................................................... 49 3.3.2 Semantic Brand Score ................................................................................................................... 50 3.4 SURVEY ....................................................................................................................... 50 3.5 METHODOLOGY FOR THE ANALYSIS .................................................................. 51 3.5.1 Descriptive analysis ...................................................................................................................... 52 3.5.2 Discriminant analysis .................................................................................................................... 52 3.5.3 Correlation analysis ...................................................................................................................... 52 4. RESULTS AND DISCUSSION ................................................................................ 54 4.1 VIDEO LEVEL ............................................................................................................. 54 4.1.1 Video & channel characteristics ................................................................................................... 54 4.1.2 Numerical measure of engagement ............................................................................................... 55 4.1.3 Language measure of engagement ................................................................................................ 56 3 4.1.4 Numerical measure vs. Language measure ................................................................................... 59 4.1.5 Discussion ..................................................................................................................................... 60 4.2 BRAND LEVEL ............................................................................................................ 63 4.2.1 Network & semantic brand score .................................................................................................. 63 4.2.2 Network & sentiment brand score vs. Numerical measure ........................................................... 65 4.2.3 Network & sentiment brand score vs. Language measure ............................................................ 67 4.2.4 Discussion ..................................................................................................................................... 67 4.3 SURVEY ....................................................................................................................... 69 4.3.1 Discussion ..................................................................................................................................... 73 5. CONCLUSION ........................................................................................................ 75 5.1 MANAGERIAL IMPLICATIONS ............................................................................... 77 5.2 LIMITATIONS ............................................................................................................. 78 5.3 FUTURE DEVELOPMENT ......................................................................................... 79 6. BIBLIOGRAPHY ..................................................................................................... 81 7. APPENDIX .............................................................................................................. 90 7.1 SURVEY ....................................................................................................................... 90 7.2 CORRELATION MATRIXES ..................................................................................... 92 7.2.1 Numerical engagement p-value matrixes ...................................................................................... 92 7.2.2 Language engagement p-value matrixes ....................................................................................... 92 7.2.3 Numerical vs. language colleration and p-value matrixes ............................................................ 92 7.2.4 Network & SBS p-value matrixes .................................................................................................. 93 7.2.5 Network vs. Numerical correlation and p-value matrixes ............................................................. 93 7.2.6 Network vs. Language correlation and p-value matrixes .............................................................. 94 7.2.7 Ferrari correlation and p-value matrixes with numerical engagement measures ........................ 95 7.2.8 Tiffany correlation and p-value matrixes with numerical engagement measures ......................... 95 7.2.9 Ferrari correlation and p-value matrixes with language engagement measures .......................... 96 7.2.10 Tiffany correlation and p-value matrixes with language engagement measures ........................ 96 7.3 T-TEST ......................................................................................................................... 97 4 List of TabLes Table 1 Numerical engagement measures correlation matrix UGC .................................... 56 Table 2 Numerical engagement measures correlation matrix BGC .................................... 56 Table 3 Language engagement measures correlation matrix UGC ..................................... 58 Table 4 Language engagement measures correlation matrix BGC ..................................... 58 Table 5 views and language measure correlation matrix UGC ........................................... 59