Let the Customers Speak Their Hearts Out: The Role of Verbosity and Emotions in Online Viewer-to-Viewer Engagement

IF 4.3 Q1 PSYCHOLOGY, MULTIDISCIPLINARY

Human Behavior and Emerging Technologies Pub Date : 2025-01-28 DOI:10.1155/hbe2/6282833

Fahad Mansoor Pasha, Fatima Habib, Komal Kamran, Akbar Azam, Zeeshan Ali, Dildar Hussain

{"title":"Let the Customers Speak Their Hearts Out: The Role of Verbosity and Emotions in Online Viewer-to-Viewer Engagement","authors":"Fahad Mansoor Pasha, Fatima Habib, Komal Kamran, Akbar Azam, Zeeshan Ali, Dildar Hussain","doi":"10.1155/hbe2/6282833","DOIUrl":null,"url":null,"abstract":"<p>This study examines the combined impact of emotions, emojis, and verbosity on online viewer-to-viewer engagement, focusing on their interaction in shaping engagement behaviors. Using sentiment analysis with the Syuzhet package in R Studio and logistic regression on over 15,000 YouTube comments from the “YouTube Ads Leaderboard: 2021 Cannes Edition,” this research identifies key drivers of replies to initial comments. Results reveal that verbosity significantly enhances engagement, while emojis generally diminish it. Arousal-inducing emotions, such as anticipation and anger, positively influence engagement but are moderated by comment length. These findings extend the understanding of digital engagement by integrating textual, emotional, and stylistic elements into a unified framework. The study provides actionable insights for marketers to optimize user interaction and opens avenues for further exploration of engagement strategies across digital platforms.</p>","PeriodicalId":36408,"journal":{"name":"Human Behavior and Emerging Technologies","volume":"2025 1","pages":""},"PeriodicalIF":4.3000,"publicationDate":"2025-01-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://onlinelibrary.wiley.com/doi/epdf/10.1155/hbe2/6282833","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Human Behavior and Emerging Technologies","FirstCategoryId":"1085","ListUrlMain":"https://onlinelibrary.wiley.com/doi/10.1155/hbe2/6282833","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"PSYCHOLOGY, MULTIDISCIPLINARY","Score":null,"Total":0}

引用次数: 0

Abstract

This study examines the combined impact of emotions, emojis, and verbosity on online viewer-to-viewer engagement, focusing on their interaction in shaping engagement behaviors. Using sentiment analysis with the Syuzhet package in R Studio and logistic regression on over 15,000 YouTube comments from the “YouTube Ads Leaderboard: 2021 Cannes Edition,” this research identifies key drivers of replies to initial comments. Results reveal that verbosity significantly enhances engagement, while emojis generally diminish it. Arousal-inducing emotions, such as anticipation and anger, positively influence engagement but are moderated by comment length. These findings extend the understanding of digital engagement by integrating textual, emotional, and stylistic elements into a unified framework. The study provides actionable insights for marketers to optimize user interaction and opens avenues for further exploration of engagement strategies across digital platforms.

Abstract Image

查看原文本刊更多论文

让顾客说出他们的心声：冗长和情感在在线观众对观众互动中的作用

本研究考察了情绪、表情符号和冗长对在线观众与观众互动的综合影响，重点关注它们在塑造互动行为方面的互动。通过使用R Studio中的Syuzhet软件包进行情感分析，并对来自“YouTube广告排行榜：2021年戛纳版”的15,000多条YouTube评论进行逻辑回归，该研究确定了对初始评论进行回复的关键驱动因素。研究结果显示，冗长会显著提高参与度，而表情符号通常会降低参与度。引起兴奋的情绪，如期待和愤怒，对参与度有积极影响，但会受到评论长度的调节。这些发现通过将文本、情感和风格元素整合到一个统一的框架中，扩展了对数字参与的理解。该研究为营销人员优化用户互动提供了可行的见解，并为进一步探索跨数字平台的参与策略开辟了道路。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

求助全文

约1分钟内获得全文求助全文

来源期刊

Human Behavior and Emerging Technologies Social Sciences-Social Sciences (all)

CiteScore

17.20

自引率

8.70%

发文量

期刊介绍： Human Behavior and Emerging Technologies is an interdisciplinary journal dedicated to publishing high-impact research that enhances understanding of the complex interactions between diverse human behavior and emerging digital technologies.