TY - GEN
T1 - Understanding Users' Social TV Content using Artificial Intelligence Approach
T2 - 2021 International Conference of Modern Trends in Information and Communication Technology Industry, MTICTI 2021
AU - Habes, Mohammed
AU - Ali, Sana
AU - Elareshi, Mokhtar
AU - Tahat, Khalaf M.
AU - Ziani, Abdulkrim
N1 - Publisher Copyright:
© 2021 IEEE.
PY - 2021
Y1 - 2021
N2 - Social networking sits with the rapid technological advancement have changed our concept of TV landscape, as a result of the increased use of artificial intelligence in choosing online content for users' interaction such as Social TV content in YouTube. With the conceptual of sociability, this paper analyzes the impact of artificial intelligence in choosing Social TV content for Jordanian YouTubers. It aims to understand how respondents interact and attitudes towards Social TV content and its sociability based on artificial intelligence tool. Methodologically, a cross-sectional design survey was used with a randomly selected of 300 Jordanian participants currently having YouTube accounts and prefer watching Social TV on YouTube. Data were analyzed using SmartPls approach. Results indicated a strong, positive relationship between interaction, elements, and digital content and artificial intelligence in Social TV content selection. However, the relationship between interaction and Social TV content selection, and artificial intelligence and Social TV content selection is strongly mediated by the YouTubers. Thus, respondents' customization of settings enabled artificial intelligence to choose the Social TV content for them.
AB - Social networking sits with the rapid technological advancement have changed our concept of TV landscape, as a result of the increased use of artificial intelligence in choosing online content for users' interaction such as Social TV content in YouTube. With the conceptual of sociability, this paper analyzes the impact of artificial intelligence in choosing Social TV content for Jordanian YouTubers. It aims to understand how respondents interact and attitudes towards Social TV content and its sociability based on artificial intelligence tool. Methodologically, a cross-sectional design survey was used with a randomly selected of 300 Jordanian participants currently having YouTube accounts and prefer watching Social TV on YouTube. Data were analyzed using SmartPls approach. Results indicated a strong, positive relationship between interaction, elements, and digital content and artificial intelligence in Social TV content selection. However, the relationship between interaction and Social TV content selection, and artificial intelligence and Social TV content selection is strongly mediated by the YouTubers. Thus, respondents' customization of settings enabled artificial intelligence to choose the Social TV content for them.
KW - Artificial Intelligence
KW - Jordan
KW - Social TV
KW - YouTube
KW - sociability
UR - https://www.scopus.com/pages/publications/85124994223
UR - https://www.scopus.com/pages/publications/85124994223#tab=citedBy
U2 - 10.1109/MTICTI53925.2021.9664762
DO - 10.1109/MTICTI53925.2021.9664762
M3 - Conference contribution
AN - SCOPUS:85124994223
T3 - International Conference of Modern Trends in ICT Industry: Towards the Excellence in the ICT Industries, MTICTI 2021
BT - International Conference of Modern Trends in ICT Industry
PB - Institute of Electrical and Electronics Engineers Inc.
Y2 - 4 December 2021 through 6 December 2021
ER -