Viewer quality of experience of student produced agriculturist videos

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2017-05

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Abstract

With the increased popularity of online videos, and the use of videos by agriculture and communications professionals to engage online audiences, it has become important to understand what drives user engagement for these videos. This study focused on videos produced by students enrolled in Texas Tech University’s Agricultural Education and Communications magazine production course and Facebook users’ and currently enrolled Texas Tech students’ evaluation of videos created in support of the magazine’s stories. The nine videos for this study were selected from the online library of videos created during previous semesters. The videos with the highest views, the median views and the lowest views were chosen, and a questionnaire was created using the online program Qualtrics. Results of the study showed that video quality was more important to viewers than video length. Participants also indicated that videos pertaining to important animals had the highest likelihood of being viewed longer than other videos.

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Keywords

Agriculturist, Facebook videos, Agricultural communications

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