Table 3. Descriptive statistics for content expression characteristics (how).
| View count | Number of likes | Number of comments | |||||
|---|---|---|---|---|---|---|---|
| Category | N | Mean | SD | Mean | SD | Mean | SD |
| Advertisement O | 22 | 20,267 | 29,992 | 182 | 184 | 16 | 21 |
| Advertisement X | 78 | 4,509 | 11,199 | 86 | 262 | 18 | 76 |
| Graphic Expression | 20 | 17,360 | 30,586 | 192 | 235 | 22 | 25 |
| Verbal Expression | 29 | 3,355 | 6,475 | 113 | 380 | 30 | 120 |
| Textual Expression | 5 | 6,007 | 8,207 | 68 | 92 | 18 | 19 |
| None | 57 | 6,810 | 14,379 | 72 | 121 | 9 | 148 |
| Warning sign O | 10 | 4,681 | 6,204 | 99 | 108 | 15 | 19 |
| Warning sign in title | 1 | 1,130 | - | 58 | - | 6 | - |
| Warning sign in the description | 2 | 5,307 | 5,906 | 199 | 199 | 29 | 32 |
| Warning sign in the first-half of the video | 12 | 3,981 | 5,854 | 82 | 105 | 13 | 18 |
| YouTube Warning | 5 | 6,311 | 10,506 | 175 | 332 | 28 | 34 |
| Warning Sign X | 85 | 8,508 | 19,554 | 104 | 258 | 17 | 73 |
| Hotline O | 22 | 4,379 | 7,620 | 146 | 445 | 45 | 145 |
| Hotline in description | 13 | 6,539 | 9,187 | 237 | 581 | 68 | 181 |
| Hotline in the first half of the video | 4 | 1,457 | 2,138 | 20 | 25 | 16 | 28 |
| Hotline in second-half of the video | 15 | 3,874 | 8,142 | 179 | 546 | 62 | 183 |
| Hotline X | 78 | 8,988 | 20,116 | 97 | 97 | 11 | 17 |
| Entertainment | 20 | 15,058 | 31,373 | 156 | 227 | 18 | 23 |
| People & Blogs | 10 | 2,411 | 1,744 | 54 | 44 | 8 | 7 |
| News & Politics | 24 | 1,875 | 2,805 | 14 | 17 | 5 | 7 |
| Music | 10 | 24,119 | 25,094 | 225 | 204 | 18 | 26 |
| Science & Technology | 1 | 1,220 | - | 17 | - | 0 | - |
| Film & Animation | 8 | 14,778 | 12,885 | 204 | 150 | 19 | 15 |
| Gaming | 1 | 3,891 | - | 56 | - | 5 | - |
| Nonprofits &Activism | 14 | 3,041 | 8,021 | 167 | 549 | 47 | 171 |
| Education | 12 | 1,424 | 1,877 | 28 | 38 | 10 | 18 |
Unit: One thousand. Numbers below one thousand are marked as “-”.