基于视频的eom在在线数字环境中的双重作用

IF 9.8 1区管理学 Q1 BUSINESS

Journal of Business Research Pub Date : 2025-09-23 DOI:10.1016/j.jbusres.2025.115734

Keeyeon Ki-cheon Park , Jong Min Kim , Marcello Mariani

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引用次数: 0

摘要

YouTube等平台的大幅增长凸显了基于视频的eom所提供的高度的个人互动。本研究探讨了基于视频的eWOM在数字时代的双重角色，并将其与传统的基于文本的评论进行了对比。在现有文献主要关注基于文本的eom的基础上，本研究分析了基于视频的eom在评论生成和消费背景下对特征和感知价值的影响。利用相对匿名和社会存在理论，我们探讨了平台身份政策如何影响评论内容。通过使用人工智能语音识别、文本分析和实证分析，我们的研究结果挑战了基于视频的eom作为意见领袖在生成信息评论方面的预期有效性。该研究为数字营销领域中eom的发展动态提供了理论见解，为营销策略和消费者行为分析提供了有价值的指导。

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The dual role of video-based eWOM in an online digital environment

The substantial growth of platforms like YouTube highlights the heightened personal interaction offered by video-based eWOM. This study investigates the dual role of video-based eWOM in the digital era, contrasting it with traditional text based reviews. Expanding on the existing literature predominantly focused on text-based eWOM, this study analyzes the impact of video-based eWOM on characteristics and perceived value in the context of review generation and consumption. Leveraging relative anonymity and social presence theory, we explore how platform identity policies influence review content. Employing AI speech recognition, text analysis, and empirical analysis, our findings challenge the expected effectiveness of video-based eWOM as opinion leaders in generating informative reviews. The study provides theoretical insights into the evolving dynamics of eWOM in the digital marketing landscape, offering valuable guidance for marketing strategies and consumer behavior analysis.

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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.