A study on users’ preference towards diabetes-related video clips on YouTube

BACKGROUND: Social media has arisen to be a new and important channel for information users for seeking and creating user-generated content. For health consumers, social media has long been regarded and employed as an important source to find health-related information and emotional support. This study investigated the characteristics of diabetes-related videos posted on YouTube, one of the most popular video-based social media platforms, and explored the factors influencing users’ preference towards the investigated videos. METHODS: A mixed research method including coding and negative binomial regression test was applied. Coding was utilized to identify the status of the diabetes-related video clips and the factors related to users’ attitude to them. Negative binomial regression approach was employed to detect significant relationships among the factors and users’ attitude. RESULTS: The researchers selected eight factors (e.g. number of views, post period, presenters’ gender, and subject) to represent the characteristics of the diabetes-related video clips. Eleven subjects were identified by examining the diabetes-related videos and three subjects, Treatment, Sign & Symptom, and Social & Culture, appeared the most frequently. Media type, presentation setting, post period, presenter role, and presenters’ gender affect the users’ positive attitude significantly. Post period, presenter role, and the Sign & Symptom subject and the Nutrient subject have significant influence on the users’ negative attitude. CONCLUSIONS: Treatment, Sign & Symptom, and Social & Culture are the most popular subjects of the investigated video clips. The users are less likely to show their attitude to old videos. They prefer journalists and patients on videos but dislike male presenters compared with other presenters, and show more negative attitude towards the videos about nutrients. The findings of this study can be used to enhance the content creation of diabetes-related video clips for video contributors, the design and organization of the diabetes-related content for multimedia-based social media Website designers, and the information seeking and communication among health information users.