The role of youtube in Malaysian university students’ media consumption: a focus on music and platform preferences
This research paper seeks to unveil the role of YouTube in the media consumption habits of Malaysian university students, mainly focusing on their music preferences and usage of the platform. Based on the university students’ responses and their preferences, this study utilizes SPSS-generated tables...
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| Format: | Final Year Project / Dissertation / Thesis |
| Published: |
2024
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| Online Access: | http://eprints.utar.edu.my/6720/1/Final_Dissertation_Amanda_Heng_Yan_Chwen_(clean).pdf http://eprints.utar.edu.my/6720/ |
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| _version_ | 1855616526609022976 |
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| author | Heng, Amanda Yan Chwen |
| author_facet | Heng, Amanda Yan Chwen |
| author_sort | Heng, Amanda Yan Chwen |
| building | UTAR Library |
| collection | Institutional Repository |
| content_provider | Universiti Tunku Abdul Rahman |
| content_source | UTAR Institutional Repository |
| continent | Asia |
| country | Malaysia |
| description | This research paper seeks to unveil the role of YouTube in the media consumption habits of Malaysian university students, mainly focusing on their music preferences and usage of the platform. Based on the university students’ responses and their preferences, this study utilizes SPSS-generated tables to elucidate the primary purposes of YouTube usage among students, factors influencing their preferences over other platforms and its impact on music listening behaviours. The basic design involves descriptive analysis of demographic factors, YouTube usage habits, music consumption habits, user attitudes, impact of YouTube and satisfaction levels. The results reveal that YouTube is the predominant platform for music among respondents, with frequent daily and weekly engagement. Different age groups show varied engagement levels. A positive correlation is found between the frequency of music consumption on YouTube and the algorithm’s effectiveness in understanding users' preferences. Furthermore, most respondents use the platform for music discovery, which significantly influences their purchasing decisions, like buying music or attending concerts of artists found on YouTube. Overall, the findings underscore YouTube's significance as a primary source of music consumption for Malaysian university students, strongly impacting their media consumption behaviours and the music industry. |
| format | Final Year Project / Dissertation / Thesis |
| id | my-utar-eprints.6720 |
| institution | Universiti Tunku Abdul Rahman |
| publishDate | 2024 |
| record_format | eprints |
| spelling | my-utar-eprints.67202026-01-13T07:28:42Z The role of youtube in Malaysian university students’ media consumption: a focus on music and platform preferences Heng, Amanda Yan Chwen HM Sociology PN Literature (General) This research paper seeks to unveil the role of YouTube in the media consumption habits of Malaysian university students, mainly focusing on their music preferences and usage of the platform. Based on the university students’ responses and their preferences, this study utilizes SPSS-generated tables to elucidate the primary purposes of YouTube usage among students, factors influencing their preferences over other platforms and its impact on music listening behaviours. The basic design involves descriptive analysis of demographic factors, YouTube usage habits, music consumption habits, user attitudes, impact of YouTube and satisfaction levels. The results reveal that YouTube is the predominant platform for music among respondents, with frequent daily and weekly engagement. Different age groups show varied engagement levels. A positive correlation is found between the frequency of music consumption on YouTube and the algorithm’s effectiveness in understanding users' preferences. Furthermore, most respondents use the platform for music discovery, which significantly influences their purchasing decisions, like buying music or attending concerts of artists found on YouTube. Overall, the findings underscore YouTube's significance as a primary source of music consumption for Malaysian university students, strongly impacting their media consumption behaviours and the music industry. 2024 Final Year Project / Dissertation / Thesis NonPeerReviewed application/pdf http://eprints.utar.edu.my/6720/1/Final_Dissertation_Amanda_Heng_Yan_Chwen_(clean).pdf Heng, Amanda Yan Chwen (2024) The role of youtube in Malaysian university students’ media consumption: a focus on music and platform preferences. Final Year Project, UTAR. http://eprints.utar.edu.my/6720/ |
| spellingShingle | HM Sociology PN Literature (General) Heng, Amanda Yan Chwen The role of youtube in Malaysian university students’ media consumption: a focus on music and platform preferences |
| title | The role of youtube in Malaysian university students’ media consumption: a focus on music and platform preferences
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| title_full | The role of youtube in Malaysian university students’ media consumption: a focus on music and platform preferences
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| title_fullStr | The role of youtube in Malaysian university students’ media consumption: a focus on music and platform preferences
|
| title_full_unstemmed | The role of youtube in Malaysian university students’ media consumption: a focus on music and platform preferences
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| title_short | The role of youtube in Malaysian university students’ media consumption: a focus on music and platform preferences
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| title_sort | role of youtube in malaysian university students’ media consumption: a focus on music and platform preferences |
| topic | HM Sociology PN Literature (General) |
| url | http://eprints.utar.edu.my/6720/1/Final_Dissertation_Amanda_Heng_Yan_Chwen_(clean).pdf http://eprints.utar.edu.my/6720/ |
| url_provider | http://eprints.utar.edu.my |