TY - GEN
T1 - The Theory of Planned Behavior Regarding Artificial Intelligence in Recommendations and Selection of YouTube News Content
AU - Habes, Mohammed
AU - Tahat, Khalaf
AU - Tahat, Dina
AU - Attar, Razaz Waheeb
AU - Mansoori, Ahmed
AU - Ketbi, Najia
N1 - Publisher Copyright:
© 2023 IEEE.
PY - 2023
Y1 - 2023
N2 - Increased accessibility to YouTube-based news content is further accelerated by the incorporation of artificial intelligence (AI). Notably, the AI in the recommendations and selection of YouTube videos contains specific omnipresent algorithms. This study focuses on the increasing popularity of YouTube-based news collection and on AI in further facilitating and making the content appealing to the audience. The study applied an experimental approach and collected data from 280 respondents in Jordan. Mainly supported by the theory of planned behavior, we found that attitudes and subjective norms (p > 0.000) are strongly associated with the selection process of YouTube content. Moreover, AI is a strong mediator of the attitudes, subjective norms, and content selection of users of YouTube-based news (p > 0.000). Thus, we conclude that AI is a potential variable in further strengthening the intention to use YouTube in searching, selecting, and watching news content. Additionally, we have highlighted the limitations of the study.
AB - Increased accessibility to YouTube-based news content is further accelerated by the incorporation of artificial intelligence (AI). Notably, the AI in the recommendations and selection of YouTube videos contains specific omnipresent algorithms. This study focuses on the increasing popularity of YouTube-based news collection and on AI in further facilitating and making the content appealing to the audience. The study applied an experimental approach and collected data from 280 respondents in Jordan. Mainly supported by the theory of planned behavior, we found that attitudes and subjective norms (p > 0.000) are strongly associated with the selection process of YouTube content. Moreover, AI is a strong mediator of the attitudes, subjective norms, and content selection of users of YouTube-based news (p > 0.000). Thus, we conclude that AI is a potential variable in further strengthening the intention to use YouTube in searching, selecting, and watching news content. Additionally, we have highlighted the limitations of the study.
KW - artificial intelligence
KW - Jordan
KW - structural equation modeling
KW - Theory of Planned Behavior
KW - YouTube
UR - http://www.scopus.com/inward/record.url?scp=85167790965&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=85167790965&partnerID=8YFLogxK
U2 - 10.1109/MCNA59361.2023.10185878
DO - 10.1109/MCNA59361.2023.10185878
M3 - Conference contribution
AN - SCOPUS:85167790965
T3 - 2023 International Conference on Multimedia Computing, Networking and Applications, MCNA 2023
SP - 42
EP - 47
BT - 2023 International Conference on Multimedia Computing, Networking and Applications, MCNA 2023
A2 - Alsmirat, Mohammad
A2 - Jararweh, Yaser
A2 - Lloret, Jaime
A2 - Aloqaily, Moayad
PB - Institute of Electrical and Electronics Engineers Inc.
T2 - 2023 International Conference on Multimedia Computing, Networking and Applications, MCNA 2023
Y2 - 19 June 2023 through 22 June 2023
ER -