Document Type

Dissertation

Abstract

The purpose of this research study is to get a closer look into the behavior of college students towards the video streaming website YouTube. The objective is to understand whether the benefits of publishing videos on the site are positive for business organizations. The study looks at many variables that would help companies better understand what exactly publishing a video on YouTube would do for them. These variables include gender, hours of television watched, hours of Internet used, hours spent reading and whether a video is made by a regular user or a professional company. It was found that males are more likely to use YouTube then females, despite using the Internet much less. It was also shown that there are both pros and cons for implementing user and corporate developed videos.

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