Coactive Vicarious Learning in Danmaku Contexts: A New Perspective of Informal Learning

ABSTRACT Vicarious learning (VL), a concept widely explored in organizational behavior, has also received attention in social media research in recent years. Compared to live streaming e‐commerce and online communities, less VL has been studied based on danmaku, an instant commentary in video sites. We consider the characteristics of human information interaction in danmaku contexts and focus on exploring the core elements of coactive vicarious learning (CVL), where five core elements are identified. We will explore the influencing factors through content analysis and semi‐structured interviews. And a preliminary conceptual framework of CVL experience in danmaku contexts will try to be brought out for future empirical investigation.