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Annual Conference 2019

March 28–31, 2019

Marriott City Center, Dallas, TX

Proposal authors of accepted papers can use the tool below (scroll down) to see where they have been placed in the agenda. Note: Special Topics sessions - Only the submitter's name is searchable, not panelists. [If you wish an overview of the conference please click here: Conference Overview Agenda.

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2.3d Understanding YouTube Personality Communities: Conceptualization and Typologies

Friday, March 29, 2019 at 1:00 PM–2:30 PM CDT

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

Additional Authors