YouTube is a popular video-sharing platform where viewers can watch videos made by
media performers called YouTubers. YouTube is a social media site conducive to the�…

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�…

Purpose Drawing from social cognitive theory, the purpose of this study is to examine how
personal, environmental and behavioral factors can interplay to influence people's use of�…

This paper explores compulsive use of YouTube by university students and investigates how
the uses and gratifications perspective and the personality perspective work together to�…

This study seeks to analyze the relationships between content features, video attributes, and
parasocial attributes–the characteristics that could lead to the creation of parasocial�…

This study unearths the motives for YouTube user engagement that has been
conceptualized as active participation and passive content consumption. In light of the Uses�…

Purpose This study aims to investigate the relationship between the follower's engagement
with YouTubers and his/her intention of using a brand they advertise or use. Self-connection�…

Continuing research on the development of parasocial relationships, the present study
modernized a seminal study conducted by Rubin and McHugh (1987) investigating the�…

The aim of the present study is to investigate the mediating effects of attachment styles,
rejection sensitivity and the Dark Triad personality traits on the links between relationship�…

The purpose of this research is to test the uses and gratifications model (U&G) with respect
to addictive outcomes for young adult social media users. Two cross-sectional survey�…