利用机器学习和生成式人工智能进行内容参与：探索YouTube视频成功的驱动因素

IF 10.5 1区管理学 Q1 BUSINESS

Journal of Business Research Pub Date : 2025-04-01 DOI:10.1016/j.jbusres.2025.115330

Arindra Nath Mishra , Pooja Sengupta , Baidyanath Biswas , Ajay Kumar , Kristof Coussement

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引用次数: 0

摘要

数字内容创作在过去十年中爆炸式增长，为品牌和内容创作者提供了巨大的机会。然而，需要对文本和音频内容进行更多的研究，以便使用视频分析来确定视频的成功。然而，在本研究背景下，数据收集和分析是劳动密集型的。本研究利用生成式人工智能（GenAI）模型自动提取视频文本并提取相关指标。我们研究了2021年至2023年间在三款流行智能手机上发布的1055个YouTube视频。我们从文字记录和评论中提取语义指标，建立模型来探索视频成功的驱动因素。我们比较了各种基于genai的测量方法，并将它们与传统方法进行了比较。本研究的结果证实了GPT4优于基准测试的性能。本研究对基于视频的内容管理领域的理论贡献以及对视频分析领域从业者的管理意义进行了讨论。

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Leveraging Machine learning and generative AI for content Engagement: An Exploration of drivers for the success of YouTube videos

Digital content creation has exploded in the last decade offering immense opportunities for brands and content creators. However, more research is needed on textual and aural content for determining video success using video analytics. Yet, data collection and analysis in this research context are labor-intensive. This study leveraged Generative AI (GenAI) models to automatically extract video transcripts and extract relevant metrics. We examined over 1055 YouTube videos released between 2021 and 2023 across three popular smartphones. We extracted semantic metrics from the transcript and comments to build models to explore the drivers of video success. We compared various GenAI-based measures and compared them to traditional methods. The results from this study confirm the superior performance of GPT4 over the benchmarks. The study’s theoretical contributions to the field of video-based content management and the managerial implications for practitioners in the field of video analytics are discussed.

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来源期刊

Journal of Business Research BUSINESS-

CiteScore

20.30

自引率

10.60%

发文量

956

期刊介绍： The Journal of Business Research aims to publish research that is rigorous, relevant, and potentially impactful. It examines a wide variety of business decision contexts, processes, and activities, developing insights that are meaningful for theory, practice, and/or society at large. The research is intended to generate meaningful debates in academia and practice, that are thought provoking and have the potential to make a difference to conceptual thinking and/or practice. The Journal is published for a broad range of stakeholders, including scholars, researchers, executives, and policy makers. It aids the application of its research to practical situations and theoretical findings to the reality of the business world as well as to society. The Journal is abstracted and indexed in several databases, including Social Sciences Citation Index, ANBAR, Current Contents, Management Contents, Management Literature in Brief, PsycINFO, Information Service, RePEc, Academic Journal Guide, ABI/Inform, INSPEC, etc.