实时评论和广告对社交媒体参与度的影响:在短视频中的应用

IF 9.6 2区管理学 Q1 BUSINESS

Journal of Research in Interactive Marketing Pub Date : 2023-07-06 DOI:10.1108/jrim-02-2023-0069

Xiaodan Zhang, Zhanbo Zhao, Kui Wang

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引用次数: 0

摘要

目的本研究旨在检验消费中动态评论对消费者对数字参与的反应的即时效应及其潜在机制，以及嵌入在线短视频中的广告的互动作用。设计/方法/方法本研究使用了从中国著名在线直播平台哔哩哔哩上发布的2081个视频中提取的数据。使用回归模型和自然语言处理对这些假设进行了检验。结果表明，一开始实时评论的强度对用户的数字参与度产生了负面影响，而最后实时评论的相应增加则产生了积极影响。实时评论强度的线性趋势和峰值差异对数字参与度产生积极影响，而实时评论强度变化则产生负面影响。这些MTM效应是由现场评论的情绪驱动的。此外，视频广告可能会放大用户数字参与度的负面开端效应，并减轻直播评论的负面可变性。原创性/价值本研究首次从在线时间序列的角度考察MTM评论的直接影响，区分了基于过程和基于绩效的参与。指出了视频广告的作用机制和互动作用。这些发现有助于互动营销的文献，并为影响者营销提供有价值的指导。

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The effects of live comments and advertisements on social media engagement: application to short-form online video

PurposeThis study aims to examine the moment-to-moment (MTM) effects of in-consumption dynamic comments on consumers' responses to digital engagement and the underlying mechanisms involved, as well as the interactive role of advertisements embedded in short-form online video.Design/methodology/approachThis study uses data extracted from 2,081 videos posted on the prominent Chinese online live platform, Bilibili. The hypotheses are tested using regression models and natural language processing.FindingsThe results indicate that the intensity of live comments at the beginning negatively affects users' digital engagement, while a corresponding increase in live comments at the end elicits a positive effect. A linear trend and peak difference in live comments intensity positively affect digital engagement, while the variability of live comment intensity exerts a negative effect. These MTM effects were driven by sentiments of live comments. Furthermore, in-video advertisements are likely to amplify the negative beginning effect on users' digital engagement and mitigate the negative variability of live comments.Originality/valueThis study is the first to examine the direct effects of MTM comments from the online temporal sequence perspective, differentiating the process- and performance-based engagement. The mechanism and interactive role of in-video advertisements were identified. These findings contribute to literature on interactive marketing and provide valuable guidance for influencer marketing.

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来源期刊

Journal of Research in Interactive Marketing BUSINESS-

CiteScore

17.80

自引率

17.10%

发文量

期刊介绍： The mission of the Journal of Research in Interactive Marketing is to address substantive issues in interactive, relationship, electronic, direct and multi-channel marketing and marketing management. ISSN: 2040-7122 eISSN: 2040-7122 With its origins in the discipline and practice of direct marketing, the Journal of Research in Interactive Marketing (JRIM) aims to publish progressive, innovative and rigorous scholarly research for marketing academics and practitioners.