Page 116 - PPW (Paper Proposal Writing)

2. Content creators use production attributes such as resolution, tone of voice, lighting, and sound

to attract a large number of followers that respond to the video through metrics such as views,
likes, dislikes, shares, comments, and subscriptions. Much research has been conducted on
quantifying the views, subscription, and comments (in isolation) generated through a more

generic set of videos. But no research has been conducted to quantify the correlation between

video attributes used by content creators and the video metrics/reaction of the audience to
these videos. Studying this correlation may help brand managers understand the technique of
leveraging the services of content creators to improve the promotion of their brand.

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3. The rest of this chapter is organized as follows. First, we explain our method to gather review attributes
on YouTube.com and Yelp.com. Second, we present our method to visually understand the correlation

and interaction between various interesting attributes of reviews. Some interesting interactions
between review attributes that arise in this step suggest potential for trivial as well as non-trivial
correlations. Third, we present our attempt to formally quantify these correlations using the well-

known method of Linear Regression. Finally, we present our method for applying the same method to
quantify the performance of reviews on Yelp.com.

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108 Paper Proposal Writing