Amity School of Communication, Amity University, Lucknow, Uttar Pradesh, India. Corresponding e-mail: vivek_mishra2012@rediffmail.com
Abstract: This research delved into the dynamics of knowledge-sharing on YouTube within the context of mango cultivation. Analyzing a diverse dataset of 153 videos, the impact of video originality, channel categories, and geographical locations on viewership and subscriber counts was investigated. While descriptive statistics suggested that, on average, original videos received more views, an ANOVA revealed a non-significant difference in viewership between original and non-original videos, indicating additional factors at play. Geographical locations demonstrated significant variations in subscriber counts, emphasizing the influence of location on mean views. Correlation analysis underscored strong positive associations between subscriber counts and views/likes, highlighting the key role of subscribers in measuring audience engagement. Utilizing Principal Components Analysis (PCA), we identified six components explaining 100% of the dataset variance. Component 1 represented overall video popularity, while Component 2 captured nuances of content quality and appreciation. In conclusion, this study offers valuable insights for content creators and researchers navigating YouTube's landscape for knowledge-sharing in mango cultivation. While originality and channel categories may not be the primary drivers of viewership, geographical location and subscriber counts emerged as crucial influencers. The PCA and correlation analyses reveal intricate aspects that contribute to video performance, enabling stakeholders to enhance content strategies for efficient knowledge dissemination on YouTube.
