对有影响力的人毫不动摇的兴趣：社交媒体上以有影响力的人为中心的产品评论视频

IF 13.1 1区管理学 Q1 BUSINESS

Journal of Retailing and Consumer Services Pub Date : 2025-08-22 DOI:10.1016/j.jretconser.2025.104485

Yanli Pei , Juntao Wu , Fang Wang , Shan Wang

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引用次数: 0

摘要

视频界面上显示的实时文本评论是有价值的观众贡献的内容。本研究考察了对影响者的评论（以影响者为中心的评论）及其对产品评论视频有效性的影响。研究人员分析了Bilibili上295个受欢迎的网红制作的产品评论视频中的257650个片段。结果表明，弹幕量对视频的有效性有积极的影响，可以通过点赞和收集的次数来衡量。重要的是，以影响者为中心的弹幕虽然只占弹幕总量的一小部分，但却产生了额外的积极影响。此外，这种效果在不同时长的视频和不同性别的网红之间也有所不同。与较短的视频和男性影响者的视频相比，较长视频和女性影响者的视频更明显。一项内容分析进一步揭示了针对男性和女性影响者的弹幕内容的差异。另一项实验研究进一步证实了以网红为中心的弹幕体积对视频效果的影响。本研究增强了对弹幕内容及其对网红视频影响的理论和实践理解，为研究人员、企业和网红提供了新的视角和有用的见解。

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Unwavering interests in influencers: Influencer-focused barrages in social media product review videos

Barrages, or live text comments displayed on the video interface, are valuable audience-contributed content. This research examines barrages commenting on influencers (influencer-focused barrages) and their effect on the effectiveness of product review videos. A dataset comprising 257,650 barrages in 295 popular influencer-created product review videos on Bilibili was analyzed. The results show that barrage volume positively affects the effectiveness of videos, as measured by the counts of likes and collects. Importantly, influencer-focused barrages, although comprising a small portion of the total barrage volume, exert an additional positive impact. Moreover, this effect differs across videos of various durations and influencer genders. It is more pronounced in longer videos and those featuring female influencers compared to shorter videos and those by male influencers. A content analysis further reveals differences in barrage content directed at male and female influencers. An additional experimental study further confirms the effect of influencer-focused barrage volume on video effectiveness. This research enhances both theoretical and practical understandings of barrage content and its impact on influencer videos, providing researchers, businesses, and influencers with a novel perspective and useful insights.

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来源期刊

Journal of Retailing and Consumer Services BUSINESS-

CiteScore

20.40

自引率

14.40%

发文量

340

审稿时长

20 days

期刊介绍： The Journal of Retailing and Consumer Services is a prominent publication that serves as a platform for international and interdisciplinary research and discussions in the constantly evolving fields of retailing and services studies. With a specific emphasis on consumer behavior and policy and managerial decisions, the journal aims to foster contributions from academics encompassing diverse disciplines. The primary areas covered by the journal are: Retailing and the sale of goods The provision of consumer services, including transportation, tourism, and leisure.