Abstract

This study conducted a comprehensive analysis and evaluation of library services using YouTube through content analysis of YouTube content and emotional response analysis of user comments. This study analyzed 2,169 YouTube contents and 6,487 comments of users from 61 university libraries. The results showed that the number of ‘data’ content was the largest among 4 categories, followed by ‘communication’ and ‘education’ content, and ‘promotion’ content. Among the sub-classifications, the number of ‘information services’ contents was the largest. In the analysis of users’ emotional responses to YouTube content, the major categories of users’ emotional responses were ‘data’ content and ‘communication’ content. Most of the user’s emotional responses were positive in all categories of content, and the most frequent user emotional expression was ‘good’. In addition, the vocabulary used in the user’s emotional response was more about the person appearing in the video than the expression of the content of YouTube contents.