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Spearman correlations between channel differences: high you proportion video subtract low you proportion video (n=117)_
| Spearman's rho* | Eye contact | Head and shoulders | Alone | Influencer focus | Friendly, realistic | Personal issues | sPSI potential |
|---|---|---|---|---|---|---|---|
| Faces camera | .537** | .482** | .328** | .365** | .235* | 0.166 | .224* |
| Eye contact | 1 | .457** | .513** | .487** | .342** | .286** | .405** |
| Head & shoulders | 1 | .460** | .274** | .231* | 0.054 | .262** | |
| Alone | 1 | .395** | .191* | 0.159 | .302** | ||
| Influencer focus | 1 | .449** | .760** | .657** | |||
| Friendly, realistic | 1 | .450** | .506** | ||||
| Personal issues | 1 | .712** |
Median Spearman correlation between video age and you pronoun proportion within a channel for different thresholds_
| Spearman's rho | ≥ 10 videos | ≥ 50 videos | ≥ 100 videos |
|---|---|---|---|
| ≥ 100 comments per video | −0.033 (n=118) | −0.041 (n=148) | −0.021 (n=194) |
| ≥ 50 comments per video | −0.037* (n=151) | −0.028 (n=185) | −0.030 (n=236) |
| ≥ 10 comments per video | −0.049** (n=211) | −0.029 (n=247) | −0.021 (n=275) |
Inter-coder consistency scores for facets of UK female influencer videos Krippendorff's alpha at the difference between high you and low you videos within a channel level (n=117)_ Interval alpha is used for the middle six and ordinal alpha for the other two_
| Facet | 1 | 2,3,4 | 5 | Alpha |
|---|---|---|---|---|
| H1 High sPSI potential | None | ….*** | Very high | 0.716 |
| H2 Faces camera | Almost never | ….* | Virtually all the time | 0.730 |
| H2 Eye contact with camera lens | Almost never | ….* | Virtually all the time | 0.684 |
| H2 Head and shoulders mainly in shot | Almost never | ….* | Virtually all the time | 0.722 |
| H2 Alone (no other talking people) | Almost never | ….* | Virtually all the time | 0.936 |
| H2 Main focus is vlogger | Almost never | ….* | Virtually all the time | 0.842 |
| H3 Friendly, realistic chat style | Almost never | ….* | Virtually all the time | 0.552 |
| H4 Personal issues disclosed | Never | ….** | Very personal focus | 0.887 |
| Qual1 Reason for high or low PSI | Free text |
Average coder scores for the attributes classified (n=234)_
| Factor | Min. | Max. | Mean | Std. dev. |
|---|---|---|---|---|
| Faces camera | 1 | 5 | 4.4 | 0.80 |
| Eye contact with camera lens | 1 | 5 | 3.2 | 0.87 |
| Head and shoulders mainly in shot | 1 | 5 | 3.4 | 1.51 |
| Alone | 1 | 5 | 3.7 | 1.54 |
| Main focus | 1 | 5 | 3.4 | 1.11 |
| Friendly, realistic chat style | 1 | 5 | 3.4 | 0.78 |
| Personal issues disclosed | 1 | 5 | 2.8 | 1.29 |
| High parasocial interaction potential | 1 | 5 | 3.1 | 0.89 |
Spearman correlations between the median proportion of you-related pronouns in comments on videos and the total number of subscribers or video views, for different minimum numbers of qualifying videos_ One channel with hidden channel subscription counts was excluded_
| Qualification | Total channel views | Channel subscribers | No. of channels |
|---|---|---|---|
| ≥ 100 videos with ≥ 100 comments | −0.260** | −0.229* | 117 |
| ≥ 50 videos with ≥ 100 comments | −0.216** | −0.193* | 147 |
| ≥ 10 videos with ≥ 100 comments | −0.252** | −0.250** | 192 |