Impacts of message sensation value and message appeal on viewer responses to YouTube anti-bullying videos
Abstract This study explored the impact of message sensation value (MSV) and message appeal on viewers’ responses to anti-bullying videos on YouTube from various sources. Through quantitative content analysis, 1431 videos were coded by trained coders based on predefined coding schemes. The results r...
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Nature Portfolio
2025-03-01
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| Series: | Scientific Reports |
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| Online Access: | https://doi.org/10.1038/s41598-025-92462-2 |
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| author | Wen-Chi Wu Meng-Jung Lee Hsi-Ping Nieh |
| author_facet | Wen-Chi Wu Meng-Jung Lee Hsi-Ping Nieh |
| author_sort | Wen-Chi Wu |
| collection | DOAJ |
| description | Abstract This study explored the impact of message sensation value (MSV) and message appeal on viewers’ responses to anti-bullying videos on YouTube from various sources. Through quantitative content analysis, 1431 videos were coded by trained coders based on predefined coding schemes. The results revealed that anti-bullying videos employed relatively low MSV levels (mean = 4.33, score range: 0–15). Most videos utilized positive emotional appeal (70.6%), about half employed rational appeal (54.9% self-efficacy appeal, 49.1% response efficacy appeal), and less than half incorporated negative emotional appeal (45.1%). Significant variations were observed in MSV and message appeal across different sources. Videos by YouTubers, amateurs, and recreational channels exhibited higher MSV levels than those by governments, non-profit organizations, and news channels. Videos uploaded by YouTubers received the highest number of views, likes, and comments, higher than those uploaded by governments and other sources. Videos employing higher levels of MSV received significantly more views, while message appeal had no significant effects after sources, languages, and numbers of subscribers were considered. The findings suggest that combining YouTubers’ broad reach with the credibility of government sources may offer an optimal strategy for effectively delivering accurate anti-bullying messages to a broader audience. |
| format | Article |
| id | doaj-art-a38e1c469a6549b38cce3c40c82f751f |
| institution | Kabale University |
| issn | 2045-2322 |
| language | English |
| publishDate | 2025-03-01 |
| publisher | Nature Portfolio |
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| series | Scientific Reports |
| spelling | doaj-art-a38e1c469a6549b38cce3c40c82f751f2025-08-20T03:40:44ZengNature PortfolioScientific Reports2045-23222025-03-0115111310.1038/s41598-025-92462-2Impacts of message sensation value and message appeal on viewer responses to YouTube anti-bullying videosWen-Chi Wu0Meng-Jung Lee1Hsi-Ping Nieh2Department of Health Promotion and Health Education, National Taiwan Normal UniversityDepartment of Social Work, Soochow UniversityDepartment of Child and Family Science, National Taiwan Normal UniversityAbstract This study explored the impact of message sensation value (MSV) and message appeal on viewers’ responses to anti-bullying videos on YouTube from various sources. Through quantitative content analysis, 1431 videos were coded by trained coders based on predefined coding schemes. The results revealed that anti-bullying videos employed relatively low MSV levels (mean = 4.33, score range: 0–15). Most videos utilized positive emotional appeal (70.6%), about half employed rational appeal (54.9% self-efficacy appeal, 49.1% response efficacy appeal), and less than half incorporated negative emotional appeal (45.1%). Significant variations were observed in MSV and message appeal across different sources. Videos by YouTubers, amateurs, and recreational channels exhibited higher MSV levels than those by governments, non-profit organizations, and news channels. Videos uploaded by YouTubers received the highest number of views, likes, and comments, higher than those uploaded by governments and other sources. Videos employing higher levels of MSV received significantly more views, while message appeal had no significant effects after sources, languages, and numbers of subscribers were considered. The findings suggest that combining YouTubers’ broad reach with the credibility of government sources may offer an optimal strategy for effectively delivering accurate anti-bullying messages to a broader audience.https://doi.org/10.1038/s41598-025-92462-2Bullying preventionYouTubeMessage sensation valueRational appealsEmotional appeals |
| spellingShingle | Wen-Chi Wu Meng-Jung Lee Hsi-Ping Nieh Impacts of message sensation value and message appeal on viewer responses to YouTube anti-bullying videos Scientific Reports Bullying prevention YouTube Message sensation value Rational appeals Emotional appeals |
| title | Impacts of message sensation value and message appeal on viewer responses to YouTube anti-bullying videos |
| title_full | Impacts of message sensation value and message appeal on viewer responses to YouTube anti-bullying videos |
| title_fullStr | Impacts of message sensation value and message appeal on viewer responses to YouTube anti-bullying videos |
| title_full_unstemmed | Impacts of message sensation value and message appeal on viewer responses to YouTube anti-bullying videos |
| title_short | Impacts of message sensation value and message appeal on viewer responses to YouTube anti-bullying videos |
| title_sort | impacts of message sensation value and message appeal on viewer responses to youtube anti bullying videos |
| topic | Bullying prevention YouTube Message sensation value Rational appeals Emotional appeals |
| url | https://doi.org/10.1038/s41598-025-92462-2 |
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