A STUDY ON CUSTOMER SATISFACTION OF AN USAGE OF

YOUTUBE

Submitted in partial fulfillment of the requirements for the award of

Bachelors of Business Administration

by

MALUGONDLA MAHESH
Register No. (38280005)

SCHOOL OF BUSINESS ADMINISTRATION

SATHYABAMA
INSTITUTE OF SCIENCE AND TECHNOLOGY
(DEEMED TO BE UNIVERSITY)
Accredited with Grade “A” by NAAC I 12B Status by UGC I Approved by AICTE
Jeppiaar Nagar, RAJIV GANDHI SALAI, CHENNAI - 600 119

April – 2021

i
 SATHYABAMA
INSTITUTE OF SCIENCE AND TECHNOLOGY
(DEEMED TO BE UNIVERSITY)
Accredited with “A” grade by NAAC I 12B Status by UGC I Approved by AICTE
Jeppiaar Nagar, Rajiv Gandhi Salai, Chennai – 600 119
www.sathyabama.ac.in

SCHOOL OF BUSINESS ADMINISTRATION

BONAFIDE CERTIFICATE

This is to certify that this Project Report is the bonafide work of MALUGONDLA
MAHESH (38280005)who have done the Project work entitled “A STUDY ON
CUSTOMER SATISFACTION OF AN USAGE OF YOUTUBE” under my supervision
from January 2021 to March 2021

Internal Guide

Dr. BHUVANESWARI G.
Dean – School of Business Administration

Submitted for Viva voce Examination held on _______________.

Internal Examiner External Examiner

ii
 DECLARATION

I MALUGONDLA MAHESH (38280005) hereby declare that the Project Report

entitled “A STUDY ON CUSTOMER SATISFACTTION OF AN USAGE OF YOUTUBE”

done by me under the guidance of Dr. M. THINESH KUMAR M.COM, M.B.A. M.Phil

P.h.D. is submitted in partial fulfillment of the requirements for the award of Bachelors of

Business Administration degree.

DATE:

PLACE: SIGNATURE OF THE CANDIDATE

iii
 ACKNOWLEDGEMENT

I am pleased to acknowledge my sincere thanks to Board of Management of

SATHYABAMA for their kind encouragement in doing this project and for completing it
successfully. I am grateful to them.

I convey my sincere thanks to Dr. BHUVANESWARI G., Dean, School of Business

Administration and Dr. PALANI A., Head, School of Business Administration for providing
me necessary support and details at the right time during the progressive reviews.

I would like to express my sincere and deep sense of gratitude to my Project Guide
Dr M. THINESH KUMAR M.COM MBA. M.PHIL PHD for his valuable guidance,
suggestions and constant encouragement paved way for the successful completion of my
project work.

I wish to express my thanks to all Teaching and Non-teaching staff members of the School
of Business Administration who were helpful in many ways for the completion of the
project.

(MALUGONDLA MAHESH)

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 ABSTRACT
This study will provide maximum information of the usage YouTube. YouTube is one
of the largest video sharing site in the world. . Google provide the accessibility sweet
which helps to speak whatever it is in the screen it will readout for us. Especially it is
useful for differently abled persons. So, this project capture the satisfaction toward
usage of youtube user in South India. Reviews of literature and research methodology
will teach you many experiences of the YouTube. Many authors suggested that
YouTube will make us productive. The study used has unknown population, so
convenience sampling technique has been used. Primary date has been used for the
project and the data collected through online with help of Google form. The total sample
size of the study was 140. This project found that the customers satisfaction toward
YouTube are satisfactory but still youtube user wants give preference about youtube
that are, features of the site unavailable, problems prevented channels from loading,
but the homepage and videos still work, issue also affected TV shows people purchase
through Google TV. The study found that YouTube overall youtube user are very much
satisfied about product, free to use, opportunity to earn money through your videos,
easy way to share information. Overall the project the found that study helps to change
your life or it can give you the money for doing work for it over.

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 TABLE OF CONTENTS

CHAPTER NO. TITLE PAGE NO

ABSTRACT v
INTRODUCTION 1-6
1 1.1 Introduction 1-2
1.2 Industry Profile 3-5
1.3 Need for Study 5
1.4 Scope and Significance of Study 5
1.5 Objectives of the Study 6
222

ssssssssssss
ss

2 REVIEWS OF LITRATURE 7-16

RESEARCH METHODOLOGY 17
3.1 Research Design 17
3.2 Sources of Data 17
3.3 Structure of Questionnaire 17
3.4 Sampling Technique 17
3.5 Period of Study 17
3 3.7 Limitations of the Study 17
DATA ANALYSIS AND INTERPRETATION 18-34
4
5.1 Findings 35
5 5.2 Suggestions 36
5.3 Conclusion 36
Annexure(Questionnaire)
REFERENCES

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 CHAPTER 1

INTRODUCTION
YouTube is one of the largest video sharing site in the world. Which founded by
Chad Hurley, Steve Chen and Jawed Karim. In the year of 2005 February 14. Later on
October 9 2006 google announced that it had acquired YouTube for $1.65 billion in
Google stock. The deal was finalized on November 13, 2006. Now it is belongs to
Google company. These founders are employees of PayPal. Hurley had studied at
Indiana university of Pennsylvania. Chen and Karim studied computer science
together in the university of Illinois. Karim said the inspiration for YouTube first came
from Janet Jackson's role in the 2004 super bowl incident and later from the 2004
Indian ocean tsunami. Karim could not easily find video clips of either event online,
which led to the idea of a video sharing site.Hurley and Chen said that the original idea
for YouTube was a video version of an online dating service. And these persons are
influenced by the website “Hot or not” In initial days YouTube has got less number of
views per day. After 2010 it has reached the another level. Which means it got million
views per a day. We can share our information easily in this site in the form of video
and audio. It is not only sharing and also for selling the data. Which means we can
earn the money through our content. We can learn new things with this YouTube. And
also we can improve our knowledge and skills as well as. We will become more
productive with this. Someone has made this YouTube as their career.
1.1 .1 FEATURES:
YouTube Studio is a dashboard that tracks the performance of your videos and
channel. It also will inform you of trends, news, and comments that are buzzing on the
YouTube platform. You can use this dashboard to learn which videos performed well,
which didn't, or how your channel is progressing. You can also use it to learn about
trends or news topics that can inform your content strategy.

1.1.2 UPLOADING:
All YouTube users can upload videos up to 15 minutes each in duration. Users can

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verify their accountnormally through a mobile phone to gain the ability to upload videos
up to 12 hours in length, as well as produce live streams. When YouTube was launched
in 2005, it was possible to upload longer videos, but a ten-minute limit was introduced
in March 2006 after YouTube found that the majority of videos exceeding this length
were unauthorized uploads of television shows and films. The 10-minute limit was
increased to 15 minutes in July In the 2010.

1.1.3 DOWNLOADING:
This feature helps the users to download the videos what they want. For
downloading we have few websites and apps which are related to YouTube. These
apps and websites provide video qualities like high quality (1080p) medium quality
(700p and 360p) low quality (240p and 140p)

1.1.4 ANNOTATIONS:
Users could add annotations to their videos in the form of pop- up text messages
and hyperlinks. From 2008 to 2017. In 2019. YouTube had introduced standardized
widgets intended to replace annotations in a cross-platform manner, including "end
screens" (a customizable array of thumbnails for specified.

1.1.5 YOUTUBE TV:

It is one of the most interesting feature in YouTube. It will work both android and
IOS operating systems. We will use our devices like mobile or PC or smart TV devices
through Chromecast. It is pay of cost monthly or more than that which means 3 months
or 6 months or yearly. This feature was officially launched in February 28 th 2017.
1.1.6 YOUTUBE PREMIUM:
It was launched in October 12th 2014. It is YouTube’s premium service. With this
we can watch ad free streaming and we can get playback option. And also we can
experience offline content through downloading.

1.1.7 YOUTUBE SHORTS:

In September 2020, YouTube announced that it would be launching a beta version

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of a new platform of 15–second videos, similar to TikTok, called YouTube Shorts. The
platform was first tested in India. Users has no need to install any app. Because it is
integrated with YouTube. You will find it easily.

YOUTUBE COMMUNITY:
On September 13th2016 YouTube launched a public beta of community. Which is
based on social media. It allows the users to post text images (gifs) live videos etc. the
YouTubers can tab separately on community of their channel. community of their
channel.

1.2 INDUSTRY PROFILE

Google is one of the largest industry in the world it include products and services,
web based services softwares and hardware services.
It starts in 1995 at Stanford University. Larry Page was considering Stanford for grad
school and Sergey Brin a student there was assigned to show him around. By some
accounts they disagreed about nearly everything during that first meeting but by the
following year they struck a partnership. Working from their dorm rooms, they built a
search engine that used links to determine the importance of individual pages on the
World Wide Web. They called this search engine Backrub. From the garage to the
Googleplex Over the next few years, Google caught the attention of Silicon Valley
investors. In 1998, Sun co-founder Andy Bechtolsheim wrote Larry and Sergey a check
for $100,000 and Google Inc. was officially born. With this investment, they opened
their first office: a garage in suburban Menlo Park, California, owned by Susan Wojcicki
(now CEO of YouTube). Clunky desktop computers, a ping pong table, and bright blue
carpet set the scene for those early days and late nights. (The tradition of keeping
things colorful continues to this day.
October 2, 2015 CEO: Larry Page President: Sergey Brin Revenue: 89.46 billion
USD Parent organization: Alphabet Inc. Headquarters: Mountain View, California,
United States. Alphabet Inc. is the parent company of Google, holding companies that
gives ambitious projects the resources, freedom, and focus to make their ideas happen.
Google Company Overview Google, Inc. is a titan in the technology industry. It has

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contributed to nearly every front of technology, and, since the Alphabet restructuring,
has become the single most valuable company in the world. It is an American
multinational technology company specializing in Internet-related services and
products. These include online advertising technologies, search, cloud computing,
software, and hardware. Founded: 1998 Founders: Larry Page and Sergey Brin CEO:
Sundar Pichai (2 Oct 2015–) Revenue: 89.46 billion USD Parent organization: Alphabet
Inc. Headquarters: Mountain View, California, United States.
Google’s both vision and mission statement is to provide world’s information in one
click. Its vision and mission is parallel to the company and also organize the information
in the words like information, organization, universal, accessibility and usefulness. It
focuses on the user and his usage. These are the core values of the google. If google
wants to create web browser it has made to faster and accessible for all the users. And
users time is more important for the google.
Products and Services (Get answers) Search Get instant answers on the web and
on your phone. Maps Get GPS navigation, traffic alerts, transit directions, and more.
Translate Speak, scan, type, or draw to translate in over 100 languages. Chrome A
fast, simple, and secure browser for the modern web.
Products and Services (Watch, listen, and play) YouTube Discover, watch, and
share your favorite videos and music. Google Play Music Subscribe to access millions
of songs, on demand and ad-free. Chromecast Cast movies, music, and more from
your phone to your TV. Google Play Movies The newest releases, plus all your
favorites, even on your TV.
Products and Services (Do more with devices made by Google) Pixel Phone by
Google. Google Home Hands-free help from the Google Assistant. Daydream View
High-quality mobile VR with a headset and controller.
Products and Services (Stay connected across screens) Android Phones All kinds
of devices for all kinds of folks. Android Wear Watches for every style. Chromebook
Easy-to-use laptops with long battery life. Android Auto Voice commands, navigation,
and music now in your car.
Products and Services (Work smarter) Docs All your docs, editable and shareable,
wherever you are. Sheets Make your data count with spreadsheets you can edit

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anywhere. Slides Tell stories with presentations you can create and take anywhere.
Drive A safe place for all your files. Where ever you go it will follows you… using
products for monetization Google AdSense which helps you to earn money by placing
it in your site. Google provide the accessibility sweet which helps to speak whatever it
is in the screen it will readout for us. Especially it is useful for differently abled persons.
Google photos it is one of the Google cloud storage application that allows the
users to store their photos with unlimited storage.
But recently Google has changed certain limit for it. Android An operating system
for a wide range of devices Android is an operating system and software stack created
for an array of devices with different form factors, including phones, tablets, wearables,
TV’s, automobiles, and connected devices. The primary purposes of Android is to
create an open platform available for carriers, OEMs, and developers to make their
ideas a reality and to provide a successful, real-world product that improves the mobile
experience of users.
Google chrome is one of the simple fast and secure web browser. It include
incognito mode. Google has create more privacy for the users.
Google always try to introduce new technology for the users through promoting
open source.

1.3 NEED FOR STUDY

Research methodology is mainly needed for the purpose of framing the research
process and the designs and tools that are to be used for the project purpose. Research
methodology helps to find the customer experience base for the product. This time
research methodology is framed for the purpose of finding the level of customer
satisfaction and changing trends of the customer expectations.

1.4 SCOPE OF THE STUDY

• The research measures the experiences of customers.
• Defines and analyses the experiences based on key deliverables.
• Gains insights into Customer expectations.

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• Customer experience is how customers engage with product and brand throughout
the entire arc of being a customer.
1.5 OBJECTIVES OF THE STUDY
This project is designed mainly to identify and evaluate the customer satisfaction
and perception towards the usage of YouTube.
1.5.1 Primary objective:
A STUDY ON CUSTOMER SATISFACTION OF AN USAGE OF YOUTUBE
1.5.2 Secondary objective:
 To analyze the customer satisfaction on usage of youtube users.
 To identify the factors which influence on youtube users satisfaction.

1.6 LIMITATIONS OF THE STUDY

1. The analysis of the data has been collected regarding the usage of YouTube.
2. Only 140 respondents were collected due to time constrict.
3. The results fully based on the given information.

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 CHAPTER 2
REVIEWS OF LITRATURE

2.1 INTRODUCTION
In this Chapter, the researcher has made an attempt to study and understand the
satisfaction towards usage of YouTube of Customer experience. This attempt includes,
understanding the basic concepts of Customer experience, analyzing research studies
made by earlier researchers in respect of Customer experience in Google industry. For
this, the researcher has used various books, research Journals and websites.. Through
this Literature Survey researcher wants to find out which are the important parameters
of Customer experience in respect of. YouTube usage.

2.2 LIST OF REVIEWS

1. Chareen Snelson (2011) Assistant Professor Boise State University Department of
Educational Technology Boise, Idaho 83725 USA [email protected] he states
that various disciplines that will effect on customer’s satisfaction. For example we have
lot of disciplines in YouTube like educational, academicals, technological etc.
Especially he focused on educational disciplines for that he researched analyzed all
the data for collecting the information. This literature review is particularly relevant to
those online educators who are interested in learning what scholars from their own
academic disciplines are writing about YouTube. An emphasis is placed on trends in
teaching and research discussed in the sampled literature.

2. Author: Evelyn Vingilis (2017) He is from the university of Western Ontario.

He states that driving is one of common thing in the world. For that we need to obey
all the rules and regulations. If accident will happened the entire family will collapsed
That’s why he thought that YouTube offers the perfect platform for influencing
cognitions and attitudes, and modelling high risk driving behaviors through social
learning theory. Viewers can choose to watch a myriad of uncensored, high risk driving
videos from around the world at any time. Videos can be replayed numerous times to
facilitate the learning and execution of a driving activity . Additionally, positive rewards

7
for producing and uploading risky driving videos could include financial rewards for
videos with high viewership,.

3. Author: Cowan (2011) From Malaya university. This literature provides research
trends content analysis studies in the field of YouTube that were published in 7 major
journals: Turkish Online Journal of Educational Technology (TOJET), Educational
Technology & Society (ET&S), Educational Technology Research & Development
(ETR&D), Computers & Education (C&E), Learning and Instruction (L&I), Australasian
Journal of Educational Technology (AJET) and British Journal of Educational
Technology (BJET). These articles were cross analyzed by published years. Content
analysis was implemented for further analysis based on their research topics, issues
category, research settings and sampling, research design, research method and data
analysis. The results of the analysis also provide insights for educators and
researchers into research trends and issues related to YouTube.

4. Stella (2010) This literature provides the information on the effect of YouTube
marketing. How the market was increased and what are the factors that influence the
marketing. These issues are discussed in this topic. We can learn the steps to increase
our marketing through this article.

5. Author: Zaitceva Elizaveta (2014) The purpose of thisliterature was to understand

how to create successful video advertising on YouTube platform, as well as implement
the key tools into practice. At first, advertising techniques were created for traditional
media and explained by fundamental marketing theories. Due to the rapid growth of
technologies, chronic advertising channels are switching broadcast direction to the
Internet. Nowadays, significant advertising flow is held by Social Media, where
YouTube keeps one of the highest positions. Previous studies cannot be rationally used

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in a new school of marketing thinking. That is why, the main objective of the research
was to understand features of the platform and form the guide based on previous
researchers. The information for literature review was gathered from books, articles,
newspapers, magazines and reports. For these studies, the combination of quantitative
and qualitative research method was chosen. An online survey was utilized for
quantitative data collection and included

6. author: Jia Shizhen (2019) he states that YouTube is one of the greatest
opportunity to teach for everyone in many ways. This literature conducts a literature
review of journal articles and conference proceedings to understand the benefits and
limitations of using YouTube in teaching and how educators apply this technology in
their teaching activities. A search of various databases including ACM Digital Library,
Springer and Science Direct identified 30 unique articles on this topic. We analyzed
these articles using a taxonomy for teaching. This literature review should be of interest
to educators who want to apply YouTube in their teaching activity.

7. Authors: Nicole buzzetto - more (2015) He was the professor of Department of

Business, Management, and Accounting University of Maryland Eastern Shore
Princess Anne, Maryland, 21853, USA. He discussed about the impact of student’s
attitudes towards the integration of YouTube and the benefits of the use of YouTube
in the instructional process consistent with the Cognitive Theory of Multimedia
Learning. based on gender and course modality will be presented. According to the
findings, incorporation of YouTube into course instruction enhances student’s
perception of learning efficacy and increases engagement, gender has no impact on
the perceived value of YouTube in the teaching and learning process, and course
delivery method impacts student opinion whereas students who favor fully online
instruction.

8. Author: Gbolahan Olasina (2017) University of KwaZulu-Natal, South Africa.

The author mainly discussed about the educational values of YouTube videos for
academic writing. For that the author has researched many articles. in that articles we

9
have more information available to improve our skills in writing. This literature is mainly
useful for the persons who interested in writing.

9. Authors: Al-zyoud Khalid (Corresponding author) (2012) School of Educational

studies, University Science Malaysia This paper explores the use of YouTube as a
supplementary resource in teaching English novel at Al-Majma'ah Community
College/Al-Majma'ah University. This study conducted on the second semester
2009/2010, At Al-Majma’ah community college/English language and literature
Department. The researchers find that the use of YouTube in studying English is an
interesting; beneficial, and give students the chance to get more understanding of the
novel and its events. The effect of the YouTube program was measured by using an
achievement test, which comprises 10 questions based on the novel comprehension.
The sample of the study consists of 10 students. The present study aims at
investigating the effect of method of teaching English novel on the students’
achievement, and examining whether YouTube program improves students’
achievement. The results showed that students wrote positive comments regarding
the use of YouTube in a literature course, and use this learning tool effectively. This
study recommends the use of YouTube as a supplementary source for teaching
literature.

10. Authors: Stephen (2019) present study is an endeavour to broaden the research
on the use of social media websites in political campaigns beyond the ambit of
developed countries. This article focuses on scrutinizing the role of YouTube during
2014 Indian Parliamentary elections—the first ‘social media’-based elections in India.
The methodology of data collection incorporates the content analysis of 147 YouTube-
based audio–visual political advertisements, associating the message characteristics
(natures, types and appeals) with message reach (number of views) and viewer
engagement (types of comments). The results reveal the failure of the viewers to
recognize the association between

11. authors: Brandy Drozd (2011) In today’s world, the internet and social media are

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a part of everyday life. Within seconds, a handheld device can provide more information
than one can possibly read. The ease and simplicity of finding information on the
internet translates directly to answering health questions and concerns. By 2011, 59%
of adults were looking up health information online, and internet access has expanded
exponentially since then [1]. One of the most frequently used social media sites is
YouTube, which was created in 2005 and now has over one billion users, allowing for
hundreds of millions of hours This literature aims to provides to determine and compare
the various methods used when analyzing YouTube videos for patient education
efficacy, information accuracy, and quality.

12. author: Margaret Holland (2010) From Elon university He states that how
YouTube developed into successful platform. For that the YouTube what are the
challenges were took to compete other websites. All this kind of issues are discussed
in this literature. The author has researched a lot of articles to do this research. Since
its development, YouTube, the world’s third most popular online destination, has
transformed from a video-sharing site into a job opportunity for content creators in both
new and mainstream media. Based on content analysis, the study examined how three
prominent YouTubers have created a successful personal brand. Analysis revealed the
common characteristics that these online celebrities shared, the appeal of their content
to viewers, and their use of traditional media to strengthen their branding. The study
also found that younger viewers prefer watching YouTube videos because they were
able to relate to the authenticity of user-generated content.

13. authors: Bethany K.B. Fleck1a, Lisa M. Beckmana, Jillian L. Sternsa, and
Heather D. Husseyb a Metropolitan State University of Denver, Denver, CO 80204
bNorthcentral University, Prescott Valley, AZ 86314 (2014) YouTube in the Classroom:
Helpful Tips and Student Perceptions. This literature states that The rise in popularity
of YouTube has made the use of short video clips during college classroom instruction
a common learning tool. However, questions still remain on how to best implement this
learning tool as well as students’ perceptions of its use. Blended Learning Theory and

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Information Processing Theory provide insights into successful integration of
technology into the classroom. Literature on multimedia and discussions is also
reviewed to shed light on their potential value as teaching techniques. As an example
of successful integration, a method of presenting YouTube clips is described in a
psychology course. Immediately after the videos, the class participated in structured
discussions. Students’
perceptions of the YouTube videos were positive; however, students perceived
certain videos as more helpful than others. In addition, class quiz scores are reflected
on as indices of learning.

14. authors: Daniel Zimmermann, (2020) Influencers on YouTube: a quantitative

study on young people’s use and perception of videos about political and societal
topics. This research tells us The roles of YouTube videos and YouTubers for getting
information about political and societal topics are becoming gradually more important
to young people. Quantitative research about young people’s use and perception of
YouTube-videos and their potential effects on opinion formation is sparse though. This
cross-sectional quantitative study addresses this empirical gap. We examined young
people’s analytic-critical evaluations of YouTubers and their videos about political and
societal topics (YTPS-videos), and how these are affected by the young people’s age
and gender. We analyzed questionnaire data of 562 participants and divided them into
three different age groups. Overall, the participants reported a moderate watching
frequency of YTPS-videos. They also rated YTPS-videos as moderately credible and
considered specific characteristics of YTPS-videos and their producers as being
moderately indicative for fake news. When comparing to traditional TV news, YTPS-
videos were perceived as more entertaining, emotional, funny, exciting, modern, and
motivating but also as more subjective and manipulating. Regarding YouTubers, the
participants ascribed them an important role model function, but criticized them for
handling it rather irresponsibly. Concerning opinion formation processes, the
participants reported of a rather unimportant role of YTPS-videos for their learning
about political and societal topics. They also perceived themselves as less
influenceable than other peers and younger people. Still, they prefer talking with friends

12
instead of teachers about YTPS-videos. Age and gender also had effects on various
scales. These results deliver essential data for future research and educational
measures and opened up unexplored areas in this research field.

15. authors: Kayvan Kousha The role of online videos in research communication: A
content analysis of YouTube videos cited in academic publications1 The objective of
this investigation is to assess how YouTube videos are cited in academic publications
and to seek disciplinary differences in their use. In particular, the focus is on scholarly
uses of online videos by categorising the common topics of the videos cited in academic
publications across the sciences, medicine and health sciences, social sciences, and
arts and humanities. As appropriate for the first study of its kind, the following questions
address basic aspects of using online videos in research communication.
1. How frequently are YouTube videos cited in academic publications? And has
frequency of use
declined at any stage since the birth of YouTube (2005-2011)?
2. What types of YouTube videos are commonly cited in research articles?
3. Are there significant broad disciplinary differences in citing online videos?
Methods To address the research questions, we extracted URL citations to YouTube
videos from academic publications indexed by Scopus from 2005-2011 across four
broad disciplines: the sciences, medicine and health sciences, social sciences, and
arts and humanities. We then viewed a sample of the cited videos and classified their
contents using the specially designed classification scheme described below.
Scopus Citation Search for Online Videos We used Elsevier’s Scopus citation
database to locate academic publications citing YouTube videos. We selected Scopus
instead of the Thomson Reuters Web of Science (WoS) because Scopus indexes more
peer-reviewed journals (about 18,500 vs. about 11,000) (see Scopus content coverage
guide, 2011) and the databases have a large overlap (see Gavel & Iselid, 2008).
Moreover, our initial tests revealed that it was not possible to extract URL citations to
YouTube videos (e.g., youtube.com/watch*) from the references of publications
indexed by WoS through the ‘Cited Reference Search’ option. WoS did not index the
full bibliographic information of references (including URL citations) and therefore we

13
could not retrieve any URL citations to YouTube videos from WoS. For Scopus
YouTube citation searches, we entered the common part of the URLs of YouTube
videos (youtube.com/watch) in the “References” field (REF) in the main Scopus search
interface. All URLs for YouTube videos begin with “youtube.com/watch?v=”, followed
by a unique 11-character ID, such as “fuMNRFTxyVA”. Thus, for the above video a
valid URL would be “youtube.com/watch?v=fuMNRFTxyVA”. However, we couldn’t
use the full common part of the YouTube URLs for videos in the search process
because “?” is a predefined proximity search operator in Scopus and replaces a single
character anywhere in a word. Consequently, we used the query “youtube.com/watch*”
(an asterisk replaces 0 or more characters) instead of “youtube.com/watch?v=”

16. author: Gunadevi K. Jeevi Subramaniam (2013) He tells us A new creative

classroom technique to promote learning environment in English oral communication
lesson is important. Integrating and adopting multimedia and web technologies can
motivate and engage the new generation learners. YouTube usage in the English oral
communication classroom is one of the strategies which will have more flexible,
effective instructional materials to the learners in making the students involve in active
communication. The inclusion of multimedia technologie s into the classroom has
changed the educational landscape. It had introduced important changes in the
educational system and impact the way learners communicate information with each
other. Hence, the purpose of this paper was to investigate students perceptions of
YouTube as an effective teaching tool as to prompt oral communication in classrooms.
A set of questionnaire was distributed to 120 students regarding their perceptions of
YouTube as a learning tool and a face to face interview was carried out with 12
students. The results of this study show that students have positive attitudes towards
this learning environment using YouTube.

17. author: Holly Paquette (2013) The author wants to give information about the
impact of social media. In today’s technology driven world, social networking sites have
become an avenue where retailers can extend their marketing campaigns to a wider
range of consumers. Chi (2011, 46) defines social media marketing as a “connection

14
between brands and consumers, [while] offering a personal channel and currency for
user centered networking and social interaction.” The tools and approaches for
communicating with customers have changed greatly with the emergence of social
media; therefore, businesses must learn how to use social media in a way that is
consistent with their business plan (Mangold and Faulds 2099). This is especially true
for companies striving to gain a competitive advantage. This review examines current
literature that focuses on a retailer’s development and use of social media as an
extension of their marketing strategy. This phenomenon has only developed within the
last decade, thus social media research has largely focused on (1) defining what it is
through the explanation of new terminology and concepts that makeup its foundations,
and (2) exploring the impact of a social media. company’s integration of social media
on consumer behavior.

18. author: Margaret Macintyre Latta University of Nebraska-Lincoln, U.S.A.

(2006)
How YouTube Has Provided New Ways to Consume, Create, and Share Music
This literature provides us. This case study about a teenage musician, Wade Johnston,
suggests how YouTube has affected music consumption, creation, and sharing. A
literature review connects education, technology, and media. Informal learning, digital
literacy, and twenty-first century technology are also connected in the review. Data
reveals how Wade started his channel, gained popularity, interacted with others, and
promoted his musical career through YouTube. Original songs, covers, collaborations,
documentaries, self interviews, video blogs (vlogs), and live performances are
observed by the researcher. Interviews with the subject, key actors in his life, fans, and
first time listeners were transcribed and results were used to triangulate. Previous
musical media research is expanded upon to include YouTube and video sharing. The
idea of amateur and professional musician, musical venue, and audience member are
being changed through YouTube. Current practices of how YouTube is used in the
classroom are discussed, and future research is suggested. IJEA Vol. 12
No.http://www.ijea.org/v12n6/ 2 Background Teens evidently don’t see computers as
technology. It’s as if they have developed an innate ability for text-messaging, iPodding,

15
gaming, and multitasking on multiple platforms. They can share their life story on
Facebook, entertain each other on YouTube, muse philosophically in the blogosphere,
contribute to knowledge on Wikipedia, create cutting-edge art on Flickr, and compile
archives on Del.icio.us.

16
 CHAPTER 3 RESEARCH METHODOLOGY

3.1 RESEARCH DESIGN

3.1.1 Descriptive research design
Descriptive research is a study designed to represent the participants in an
accurate way. More simply Put. descriptive research is all about describing people
who take part in the study.

3.2 SAMPLING TECHNIQUE

3.2.1 Convenience sampling method
A convenience sample is one of the main types of non-probability sampling
methods. A convenience sample is made up of people who are easy to reach.

3.3 SOURCES OF DATA

Data collection is the term used to describe a process of preparing and collecting
data.
Primary Data – Questionnaire given to 140 respondents
Secondary Data -Websites and online journals, Published reports & Review of
literature from published articles

3.4 STRUCTURE OF QUESTIONNAIRE

Questionnaire was divided into two parts First part was designed to know the
general information about customers and the second part contained the respondent‘s
opinions about customer‘s experience

3.5 SAMPLE SIZE

The sample of the study is 140 responses.
3.6 PERIOD OF STUDY
The duration of study is from January 2021 to March 2021 which is a three months
of study.

17
 CHAPTER - 4
DATA ANALYSIS AND INTERPRETATION
4.1 PERCENTAGE ANALYSIS
Table 4.1.1: age of the respondents
NO. of
S. No. Particulars respondents Percentage
1 10 to 15 18 13.2%
2 15 to 20 62 47.1%
3 And above 60 44.1%
Total 140 104.4%
Source: primary data

Chart 4.1.1: age of respondents

Interpretation
From the above table it is interpreted that the number of responses 10 to 15 is 18 and
13.2% 15 to 20 is 64 and 47.1% and above is 60 and 44.1%

Majority 47.1% of the respondents are 15 to 20.

18
Table 4.1.2: gender of the respondents
NO. of
S. Particulars respondents Percentage
No.
1 Male 100 28.6%
2 Female 40 71.4%
Total 140 100%
Source: primary data

Chart 4.1.2: gender of the respondents

Interpretation
From the above table it is interpreted that the number of respondents male is 100
and 28.6 female is 40 71.4%
Inference
Majority 71.4% of the respondents are females.

19
Table 4.1.3: watching content of the respondents
NO. of
S. No. Particulars respondents Percentage
1 Tutorial / education 69 48.8%
2 Blogs 29 20.9%
3 Music play list videos 21 15.1%
4 Reruns of TV shows 8
5 Comedy (shorts, skits standup 12 8.6%
Total 140
Source: primary data

Chart 4.1.3: watching content of the respondents

Interpretation
From the above table it is interpreted that the number of respondents tutorial /
educational videos 69 % and 48.8%, Blogs 29 and 20.9%, music playlist 21 (15.1%)
and Reruns of TV shows 8 comedy (shorts skits standup)) 12 and 8.6%.
Inference
Majority 48.8% of the respondents are tutorial / educational videos.

20
 Table 4.1.4: Add relevance of the respondents
NO. of
S. No. Particulars respondents Percentage
1 Relevant 100 73.5%
2 Irrelevant 36 26.5%
Total 136 100%
Source: primary data

Chart 4.1.4: Add relevance of the respondents

Interpretation
From the above table it is interpreted that the number of respondents relevant is 100
and 73.5% irrelevant is 36 and 26.5%
Inference
Majority 73.5% of the respondents are relevant.

21
Table 4.1.5: notifications of the respondents
NO. of
S. No. Particulars respondents Percentage
1 To be received 115 82.1%
2 Not received regularly 29 20.7%
Total 140 102.8%
Source: primary data

chart4.1.5: notifications of the respondents

Interpretation
From the above table it is interpreted that the number of respondents to be received
regularly is 115 and 82.1% not received regularly 29 and 20.7%
Inference
Majority 82.1% of the respondents are to be received regularly.

22
Table 4.1.6: recommendations of the respondents
NO. of
S. No. Particulars respondents Percentage
1 Good 97 70.3%
2 Excelant 31 22.5%
3 Neutral 13 9.4%
4 Poor 2 1.4%
Total 138 103.6%
Source: primary data

Chart 4.1.6: recommendations of the respondents

Interpretation
From the above table it is interpreted that the number of respondents good 97 70.3%
excellent 31 22.5%, neutral 13 9.4% and poor 2 1.4%

Inference
Majority 70.3% of the respondents are good.

23
Table 4.1.7: usage of verson of the respondents
NO. of
S. No. Particulars respondents Percentage
1 Premium version 89 64%
2 Trail 59 36%
Total 139 100%
Source: primary data

Chart 4.1.7: usage of version of the respondents

Interpretation
From the above table it is interpreted that the number of respondents premium
version is 89 and 64% trail version 59 and 36%
Inference
Majority 64% of the respondents are premium version.

24
Table 4.1.8: YouTube encouragement of the respondents
NO. of
S. No. Particulars respondents Percentage
1 Better quality content 101 72.1%
2 Face book comment integration 16 11.4%
3 Wide variety of content 17 12.1%
4 Others 8 5.7%
Total 140 101.3%
Source: primary data

Chart 4.1.8: YouTube encouragement of the respondents

Interpretation
From the above table it is interpreted that the number of respondents are better
quality content 101 and 72.1%
face book comment integration is 16 and 11.4%
wide variety of content is 17 and 12.1%
other is 8 5.7%
Inference
Majority 72.1% of the respondents are better quality content.

25
Table 4.1.9: considered of things to subscribe a chennal in you tube by
the users
NO. of
S. No. Particulars respondents Percentage
1 Number of subscribers 69 49.6%
2 Content 58 41.7%
3 Option 3 7 5%
4 Number of likes 3 2.2%
5 Number of views 9 6.5%
6 Others 12 0.7%
Total 139 102.2%

Chart 4.1.9: considered of things to subscribe a chennal in you tube by the

users

Interpretation
From the above table it is that the number of respondents number of subscribers is 69
and 49.6%, content 58 and 41.7%, number of likes is 3 2.2%, number of views 9 and
6.5% and other is 12 and 4.7%
Inference
Majority 49.6% of the respondents are number of subscribers.

26
Table 4.1.10: Device usage for you tube of the respondents
NO. of
S. No. Particulars respondents Percentage
1 Option 1 69 49.6%
2 Mobile 47 33.8%
3 Laptop 17 12.2%
4 TV 6 0%
Total 139 100%

Chart 4.1.10: Device usage for you tube of the respondents

Interpretation
From the above table it is interpreted that the number of respondents mobile 47 and
33.8%, laptop 17 and 12.2%, TV 6 0%
Inference
Majority 33.6% of the respondents are the mobiles.

27
Table 4.1.11: watching quality of the respondents
NO. of
S. No. Particulars respondents Percentage
1 High quality 21 43.8%
2 Medium quality 12 25%
3 Low quality 15 31.3%
Total 48 100%
Source: primary data

Chart 4.1.11: watching quality of the respondents

Interpretation
From the above table it is interpreted that the number of respondents are high quality
21 and 43.8%
medium quality 12 25%
low quality 15 and 33.1%
Inference
Majority 43.6% of the respondent are the high quality.

28
Table 4.1.11: watching quality of the respondents
NO. of
S. No. Particulars respondents Percentage
1 Satisfied 111 80.4%
2 Highly satisfied 24 17.4%
3 Dissatisfied 5 3.6%
Total 138 100%
Source: primary data

Chart 4.1.11: watching quality of the respondents

Interpretation
From the above table it is interpreted that the number of respondents satisfied-- 111
80.4%
highly satisfied 24 17.4%
dissatisfied 5 and 3.6%
Inference
Majority 80.4% of the respondents are satisfied.

29
Table 4.1.12: YouTube interface of the respondents
NO. of
S. No. Particulars respondents Percentage
1 Easy to use 118 84.9%
2 Hard 12 8.6%
3 Quite difficult 10 7.2%
Total 139 100%
Source: primary data 6

Chart 4.1.12: YouTube interface of the respondents

Interpretation
From the above table
It is interpreted that the number of respondents easy to use 118 and 84.9%, hard 12
and8.6%, quite difficult 10 and 7.2%.
Inference
Majority 84.9% of the respondents are easy to use.

30
Table 4.1.13: SEO of the respondents
NO. of
S. No. Particulars respondents Percentage
1 Relevant 114 82.6%
2 Irrelevant 26 17.4%
Total 140 100%
Source: primary data 6

Chart 4.1.13: SEO of the respondents

Interpretation
From the above table it is interpreted that the number of respondents relevant 114
82.6% irrelevant is 26 17.4%
Inference
Majority 82.4% of the respondents are relevant.

31
Table 4.1.14: Watching time of you tube of the respondents
NO. of
S. No. Particulars respondents Percentage
1 Several times a day 93 66.9%
2 Once or twice a day 35 25.5%
3 Every other day 9
4 Never 2
Total 139
Source: primary data 6

Chart 4.1.14: Watching time of you tube of the respondents

Interpretation
From the above table it is interpreted that the number of respondents several times a
day 93 and 66.9%, once or twice in a day 35 and 25.5%, every other day 9 and never
2
Inference
Majority 66.9% of the respondents are several times a day.

32
Table 4.1.15: impact of you tube of the respondents
NO. of
S. No. Particulars respondents Percentage
1 Improving the skills 92 65.7%
2 Learning something new 43 30.7%
3 Improvement of knowledge 15 10.7%
4 Other 2 1.4%
total 140 100%
Source: primary data

Chart 4.1.15: impact of you tube of the respondents

Interpretation
From the above table it is interpreted that the number of respondents improving the
skills 92 and 65.7%, learning something new 43 and 30.7%, increment of knowledge
15 and 10.7% other 2 and 1.4%
Inference
Majority 65.7% of the respondents are improvement of the skills.

33
Table 4.1.16: overall rating of the respondents
NO. of
S. No. Particulars respondents Percentage
1 1 23 16.4%
2 2 25 17.9%
3 3 40 28.6%
4 4 21 15%
5 5 31 22.1%
Total 140 100%
Source: primary data 6

Chart 4.1.16: overall rating of the respondents

Interpretation
From the above table it is interpreted that the number of respondents rank 1 is 16.4%,
rank 2 is 17.9%, rank 3 is 28.6% rank 4 is 15% and rank 5 is 22.1%
Inference
Majority 28.6% of the respondents are rating 3 out of 5 .

34
 CHAPTER 5
5.1 FINDINGS

 Majority 47.1% of the respondents are 15 to 20.

 Majority 71.4% of the respondents are females.
 Majority 48.8% of the respondents are tutorial / educational videos.
 Majority 73.5% of the respondents are relevant.
 Majority 82.1% of the respondents are to be received regularly.
 Majority 70.3% of the respondents are good.
 Majority 64% of the respondents are premium version.
 Majority 72.1% of the respondents are better quality content
 Majority 49.6% of the respondents are number of subscribers.
 Majority 33.6% of the respondents are the mobiles.
 Majority 43.6% of the respondent are the high quality.
 Majority 80.4% of the respondents are satisfied.
 Majority 84.9% of the respondents are easy to use.
 Majority 82.4% of the respondents are relevant.
 Majority 66.9% of the respondents are several times a day.
 Majority 65.7%% of the respondents are improvement of the skills.
 Majority 28.6% of the respondents are rating 3 out of 5.

35
5.2 SUGGESTIONS
The overall experience index from the study reveals that the product is Processing
very well and customers using and getting experience with the service given to them.
Some of the customers have complained about the interface of the YouTube because
as per it regular updates it will changed automatically. What I’m suggest is use premium
version or you can wait for its another update.

5.3 CONCLUSION
YouTube is the one of largest video sharing website in the world. We can get
information in the form video. Now a day’s YouTube is playing a crucial role in social
media. We will find all the solution at one place. This project found that the customers
satisfaction toward YouTube are satisfactory but still youtube user wants give
preference about youtube that are, features of the site unavailable, problems prevented
channels from loading, but the homepage and videos still work, issue also affected TV
shows people purchase through Google TV. The study found that YouTube overall
youtube user are very much satisfied about product, free to use, opportunity to earn
money through your videos, easy way to share information. Overall the project the
found that study helps to change your life or it can give you the money for doing work
for it over.

36
 REFERENCES:
These are referred by following websites.
1. Microsoft Word - snelson_0311_corrections.doc (merlot.org)
2. [PDF] Literature Review of YouTube in Teaching Activities | Semantic Scholar
3. 06_Margaret_Holland.indd (elon.edu)
4. [PDF] Literature Review of YouTube in Teaching Activities | Semantic Scholar
5. JMIR Medical Education - Medical YouTube Videos and Methods of Evaluation:
Literature Review
6. Influencers on YouTube: a quantitative study on young people’s use and perception of
videos about political and societal topics | SpringerLink
7. Microsoft Word - MTRP.doc (utoronto.ca)
8. Exploring High School Students' Educational Use of YouTube | The International
Review of Research in Open and Distributed Learning (irrodl.org)

APPENDIX (questionnaire)
1. Name
2. Age
a. 10 to 15
b. 15 to 20
c. Above
3. Gender
a. Male
b. Female
4. Which content you prefer to watch in YouTube?
a. Tutorials/educational videos
b. Music playlist /videos
c. Vlogs
d. Comedy (shorts, skits, standup)
e. News and re-runs of TV shows
5. How ads are related to you?
a. Relevant
b. Irrelevant

37
6. How did you received notifications?
a. to be received regularly
b. not received regularly
7. how YouTube recommendations are useful to you?
a. good
b. excellant
c. neutral
d. poor
8. Which kind of YouTube version is better to use?
a. Premium
b. free trial
9. which of the following would you encourage to use YouTube?
a. better quality content
b. Facebook comment integration
c. Wide variety of content
d. other
10. Which things are you considered to subscribe a channel?
a. Subscribers
b. Content
c. likes
d. other
11. Which device do you prefer to experience the YouTube?
a. Mobile
b. Laptop
c. TV
12. . Which quality do you prefer to watch in YouTube?
a. High quality
b. medium quality
c. low quality
13. How did you satisfied with regular updates of YouTube?
a. satisfied

38
b. highly satisfied
c. dissatisfied

14. How YouTube interface is to use?

a. easy to use
b. hard
c. Quite difficult
15. How YouTube search engine obtimizationis reliable to you?
a. relevant
b. irrelevant
16. How often do you watch YouTube?
a. Several times a day
b. Once or twice in a day
c. every other day also
d. never
17. How YouTube impact on you?
a. Improving the skills
b. Learning something new
c. increment of knowledge
18. Please rate overall usage of YouTube.
a. 1*
b. 2*
c. 3*
d. 4*
e. 5*

39