Search results

This study aims to understand social media users’ responses to the influencer-endorsed wine short videos on the most popular platform – Douyin, relying on message interpretation process (MIP) framework and identify segmentation differences from gender and the generational cohorts (Gen Z and Gen Y).

Topic modeling, content analysis and quantitative analysis were used to decipher the user-generated content (UGC) data retrieved from 81 wine videos posted by the top 30 social media influencers (SMI) who focused on wine products and consumption experience messages.

The results demonstrate social media users are most inclined to respond to product-related topics, followed by the influencer, emotional, alcohol drinking intent, behavioral and skepticism. Meanwhile, the findings also revealed that the female group was more likely to engage in influencer topics, whereas the male group contributed more to product subjects. Gen Z cohort involved more themes about alcohol drinking intent, whereas Gen Y contributed more to skepticism.

The findings provide hospitality and wine practitioners, SMI and brand sponsors valuable information to use this advanced tactic among various social networking services.

This study is the first to grasp the Douyin users’ perceptions of this newly emerged influencer marketing strategy via UGC data. Originality is established by investigating gender and generational cohorts’ differences underlined by MIP.

顾客在 TikTok（抖音）对网红葡萄酒营销短视频有何见解？探索性别和代际差异

本研究旨在了解社交媒体用户对最受欢迎的平台 - 抖音- 的网红认可的葡萄酒短视频的反应, 依靠消息解释过程 (MIP) 框架, 并识别性别和世代群组的细分差异（Z世代和 Y 世代）。

利用主题建模、内容分析和定量分析来破译从30 名社交媒体网红发布的 81 个葡萄酒视频中关注葡萄酒产品和消费体验信息检索到的 UGC 数据。

结果表明, 社交媒体用户最倾向于回应产品相关话题, 其次是影响者、情绪、饮酒意图、行为和怀疑态度。同时, 调查结果还显示, 女性群体更可能参与有社交媒体网红主题的话题, 而男性群体对产品主题的贡献更大。 Z 世代队列涉及更多关于饮酒意图的主题, 而 Y 世代则表现更多怀疑。

研究结果为酒店和葡萄酒从业者、社交媒体影响者和品牌赞助商提供了宝贵的信息, 以在各种社交网络服务中使用这种先进的策略。

这项研究首次通过 UGC 数据掌握了抖音用户对这种新兴的网红营销策略的看法。通过 MIP 体现性别和代际群体的差异从而体现本研究的原创价值。

User discontinuance on short-video platform has become increasingly prevalent in recent years. Short-video discontinuance refers to reduced use, controlled use or suspended use of the short-video platform. In this study, we examined factors associated with discontinuance behavior on short-video platform.

From the perspective of stressor–strain–outcome (SSO), we put forward a theoretical model integrating perceived information overload and perceived system feature overload (stressors), dissatisfaction (psychological strain), flow experience and regret to explain discontinuance behavior on short-video platform (behavioral outcome). We collected 482 survey data from Douyin users in China, and empirically examined the proposed research model via Partial least squares structural equation modeling (PLS-SEM) technique.

Our results demonstrated that perceived system feature overload exerts a positive effect on perceived information overload. Perceived system feature overload has a stronger influence on dissatisfaction than perceived information overload. Regret increases user dissatisfaction, while flow experience decreases user dissatisfaction. We also discovered that dissatisfaction and regret have significant positive effects on discontinuance behavior. Interestingly, flow exerts no significant influence on discontinuance behavior.

This study enriches the body of knowledge on social media discontinuance by revealing the interaction and effects of flow experience, dissatisfaction and regret on discontinuance. This study also extends the understanding on the complex role of flow experience in leading to social media discontinuance. Additionally, this study deepens the research on the interaction between perceived system feature overload and perceived information overload as well as their different influences on negative emotion.