拓展情感动力和观众参与方面的知识：旅游影响者在 youtube 上的作用

IF 15.6 1区管理学 Q1 BUSINESS

Journal of Innovation & Knowledge Pub Date : 2024-10-01 DOI:10.1016/j.jik.2024.100616

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引用次数: 0

摘要

本研究通过区分宏观影响者和微观影响者，探讨了旅游影响者在 YouTube 上表达的离散情绪如何影响观众的参与度。利用文本挖掘和机器学习技术，对 6,061 个与旅游相关的视频进行了分析。结果表明，愤怒和厌恶等高唤醒度负面情绪会提高宏观影响者的参与度，但会降低微观影响者的参与度。相反，低唤醒度的负面情绪，如恐惧和悲伤，会提高微观影响者的参与度，而降低宏观影响者的参与度。积极情绪会提高参与度，尤其是微观影响者的参与度。这些见解可以为影响者营销中的情感策略提供参考。

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Expanding knowledge on emotional dynamics and viewer engagement: The role of travel influencers on youtube

This study investigates how the discrete emotions expressed by travel influencers on YouTube influence viewer engagement, distinguishing between macro- and micro- influencers. Using text mining and machine learning techniques, 6,061 travel-related videos were analyzed. The results indicate that high-arousal negative emotions such as anger and disgust enhance engagement for macro-influencers but reduce engagement for micro- influencers. Conversely, low-arousal negative emotions, such as fear and sadness, increase engagement levels for micro-influencers, while decreasing them for macro-influencers. Positive emotions enhance engagement, particularly among micro-influencers. These insights can inform emotional strategies in influencer marketing.

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来源期刊

Journal of Innovation & Knowledge Multiple-

CiteScore

16.10

自引率

12.70%

发文量

118

审稿时长

37 days

期刊介绍： The Journal of Innovation and Knowledge (JIK) explores how innovation drives knowledge creation and vice versa, emphasizing that not all innovation leads to knowledge, but enduring innovation across diverse fields fosters theory and knowledge. JIK invites papers on innovations enhancing or generating knowledge, covering innovation processes, structures, outcomes, and behaviors at various levels. Articles in JIK examine knowledge-related changes promoting innovation for societal best practices. JIK serves as a platform for high-quality studies undergoing double-blind peer review, ensuring global dissemination to scholars, practitioners, and policymakers who recognize innovation and knowledge as economic drivers. It publishes theoretical articles, empirical studies, case studies, reviews, and other content, addressing current trends and emerging topics in innovation and knowledge. The journal welcomes suggestions for special issues and encourages articles to showcase contextual differences and lessons for a broad audience. In essence, JIK is an interdisciplinary journal dedicated to advancing theoretical and practical innovations and knowledge across multiple fields, including Economics, Business and Management, Engineering, Science, and Education.