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2.3d Understanding YouTube Personality Communities: Conceptualization and Typologies
Abstract
YouTube personality channels have attracted great attention in the recent years given their values in marketing and advertising. However, what a YouTube personality channel is and how it operates have not been clearly demonstrated in a conceptual way. Adopting a community approach, this study addresses this issue by conceptually defining YouTube personality channels as participatory content communities and developing typologies of two major types of members of these communities – personalities and followers – respectively. As such, a conceptual framework is provided to advance our understanding of YouTube personality channels and to guide future empirical research in areas such as online communities and influencer marketing.
First & Corresponding Author
Rang Wang, University of Florida
Authors in the order to be printed.
Rang Wang, University of Florida