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1 – 10 of over 28000Xiaoxu Tian, Xinhua Bi and Hao Chen
Considering the popularity and addictive attributes of short-form videos, this study aims to determine mechanisms by which short-form video features affect addiction.
Abstract
Purpose
Considering the popularity and addictive attributes of short-form videos, this study aims to determine mechanisms by which short-form video features affect addiction.
Design/methodology/approach
This study conducts empirical research using data collected from 382 Chinese TikTok users. Based on the stimulus–organism–response framework, the research model was constructed from the opponent process theory (OPT) perspective through features and emotional elements.
Findings
The results show that short-form video features influence addiction by activating users' perceived enjoyment and feeling of withdrawal. Based on the positive and negative reinforcement of the OPT, users must repeatedly interact with short-form videos to maintain positive emotions or reduce negative emotions. Eventually, this practice will lead to addiction. Additionally, users' procrastination moderates the relationship between feeling of withdrawal and addiction.
Originality/value
This study discussed how features influence addiction through opponent emotions on short-form video from the OPT perspective, enriching scholars' research on social media addiction. Furthermore, this study examined the moderating effects of procrastination and identifies unique features of short-form videos.
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Dingyu Ye, Dongmin Cho, Jianyu Chen and Zhengzhi Jia
This study focuses on perceived overload from environmental stimuli and individual psychology and behavioral interactions. It constructs a theoretical model with overload as the…
Abstract
Purpose
This study focuses on perceived overload from environmental stimuli and individual psychology and behavioral interactions. It constructs a theoretical model with overload as the key stressor based on the stressor-strain-outcome (SSO) model. The authors argue that system feature overload (SFO), information overload, and social overload lead to two psychological strains: fear of missing out (FoMO) and fatigue among users of short video platforms, affecting their discontinuous usage intentions.
Design/methodology/approach
To test the hypotheses, the authors conducted a questionnaire survey on 412 users' short video platform usage and empirically tested the constructed model using the research tool SmartPLS 3.3.2.
Findings
The results of data analysis showed that most of the hypotheses were supported. Specifically, system feature overload, information overload and social overload all positively affected FoMO. However, SFO and information overload significantly affected fatigue. There was no significant relationship between social overload and fatigue. In addition, both FoMO and fatigue negatively influenced users' discontinuous usage intentions.
Originality/value
The current research on user behavior in information systems tends to focus on the influence in the positive direction and less on the negative direction. The research on discontinuous usage intention (DUI) is a very new research topic. This research studies the influencing factors of users' discontinuous behavior from the perspective of perceptual overload. It provides a unique view for future short video platform user behavior research, with significant theoretical contributions and essential practice for short video platform operators to improve services.
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Wenhua Li, Yuwo Fu, Junpeng Guo and Jiaxin Mao
Recently, short-form video apps, as a new form of social media, have attracted users and rapidly emerged by virtue of their personalized recommendation algorithms, interesting…
Abstract
Purpose
Recently, short-form video apps, as a new form of social media, have attracted users and rapidly emerged by virtue of their personalized recommendation algorithms, interesting forms of live interaction, and diverse interactive functions, which may lead to excessive use. From the perspective of IT affordances, this study combines the cognitive-affective-behavioral model and perceived values theory to examine the formation mechanism of the excessive use of short-form video apps.
Design/methodology/approach
We surveyed a total of 351 users who have used Tiktok, a typical short-form video app, and used their questionnaires to test the research model.
Findings
Searching affordance has a positive impact on perceived information value and perceived entertainment value. Furthermore, meta-voicing, recommending, and livestreaming affordance have a positive impact on perceived information value, perceived entertainment value, and perceived social networking value, which also have a positive impact on negative affect anticipation. In addition, negative affect anticipation is significantly positively correlated with excessive use.
Originality/value
In terms of theory, this study introduces the theory of IT affordances and perceived values into the cognitive-affective-behavioral model, to the best of our knowledge, for the first time. Furthermore, it conducts situational research on the formation mechanism of excessive use of short-form video apps and makes up for the lack of studying of excessive use behavior from the perspective of technical factors.
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Xin Chen and Yingxi Liu
In Chinese libraries, short video platforms have emerged as a channel for new media marketing. Thus, this study aims to explore libraries’ communication influence on China’s…
Abstract
Purpose
In Chinese libraries, short video platforms have emerged as a channel for new media marketing. Thus, this study aims to explore libraries’ communication influence on China’s largest short video platform, that is, Douyin (the Chinese version of Tiktok), and to provide corresponding suggestions for improvement of libraries’ communication influence in the short video platform.
Design/methodology/approach
Based on the Douyin Communication Index (DCI), this paper collects the top 200 library Douyin accounts of cultural reading in China and uses statistical and content analyses to evaluate the communication influence of library Douyin accounts.
Findings
Study findings show that libraries of various types and in various regions currently have an unbalanced development trend, with public libraries accounting for the vast majority and nearly half of the libraries located in China’s eastern region. Analysis of variance shows differences in the influence of Douyin communication among library types. Correlation analysis shows that indicators with a high correlation with DCI include the number of new works, likes, shares, and comments. In marketing content, the library’s high-impact short videos have characteristics of value, interest, and emotional touch.
Originality/value
This study uses a hybrid research method to explore Chinese libraries’ communication influence using the Douyin short video platform. Compared to other parts of the world, short videos in Chinese libraries have unique characteristics. They are rooted in China’s history and reality, showcasing the unique charm of Chinese library culture and serving as a unique reference for library marketing activities around the world.
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Short-form videos have gradually become important marketing tools for tourist destinations. However, chaotic sources and homogenized content have led to poor user experiences…
Abstract
Purpose
Short-form videos have gradually become important marketing tools for tourist destinations. However, chaotic sources and homogenized content have led to poor user experiences. Taking Kulangsu and Xi'an City Wall in China as examples, this study explored the influence of matching short-form video sources with destination types on user engagement and visit intention.
Design/methodology/approach
This study selected three short-form videos from different sources for each destination on TikTok and conducted an empirical research using a 3 × 2 experimental design to examine the proposed research model.
Findings
The results showed that the matching effect between short-form video sources and destination types will positively affect user engagement and visit intention. (1) the short-form videos with user-generated content (UGC) or professional user-generated content (PUGC) in hedonic destinations can obtain higher user engagement and visit intention; (2) the short-form videos with professionally generated content (PGC) or PUGC in utilitarian destinations can obtain higher user engagement and visit intention and (3) perceived credibility and perceived usefulness played mediating roles in these interactions.
Originality/value
This study considers short-form video sources as antecedent variables influencing user engagement and visit intention and confirms the matching effect between short-form video sources and tourism destination types. The findings will help researchers and marketers better understand the impact of short-form video on destination marketing.
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Ting Chen, Xia Li and Yaoqing Duan
The discontinuous usage behavior of short video social media presents an ongoing challenge to platform development. The purpose of this study is to investigate the antecedents of…
Abstract
Purpose
The discontinuous usage behavior of short video social media presents an ongoing challenge to platform development. The purpose of this study is to investigate the antecedents of intentions to short media discontinuous usage.
Design/methodology/approach
This study adopts a Cognition–Affection–Conation (CAC) framework to analyze short video social media discontinuous intention on the basis of cognitive dissonance theory (CDT) and self-efficacy theory. The empirical evaluation of the research model was conducted using SmartPLS 2.0 and was based on questionnaire data obtained from participants in China.
Findings
The results show information overload and user addiction have a significant positive association with cognitive dissonance, which is, in turn, found to significantly impact discontinuous usage intention. Self-efficacy moderates the relationships between information overload, user addiction, cognitive dissonance and discontinuous usage.
Originality/value
This study contributes to the understanding of the factors that influence short video discontinuous usage intention and it achieves this by engaging from a CDT perspective and by applying Self-Efficacy Theory. Theoretical implications for future short video platform research, as well as practical suggestions for short video platform operators and users, are also discussed.
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Changyu Wang, Jin Yan, Yimeng Zhang and Lijing Huang
Middle-aged and elderly users become an important group on short-video platforms, however, the research on determinants of their video-creating intention is limited. Based on…
Abstract
Purpose
Middle-aged and elderly users become an important group on short-video platforms, however, the research on determinants of their video-creating intention is limited. Based on lifespan development theories, this study examines the impact of aging experiences on their video-creating intention, considering internal generative motivations as mediators and age as a moderator.
Design/methodology/approach
To test this study’s hypotheses, survey data from 321 Chinese middle-aged and elderly short-video users were collected and partial least square-structural equation modelling (PLS-SEM) approach was used to analyze these data.
Findings
Middle-aged and elderly users' aging experiences of social loss and personal growth are positively related to their video-creating intention. Aging experiences (i.e. physical loss, social loss, and personal growth) are positively related to internal generative motivations (i.e. need to be needed and symbolic immortality), and need to be needed is positively related to video-creating intention. Via the mediation of need to be needed, physical loss and personal growth are indirectly positively related to video-creating intention. Personal growth strengthens the relationship between physical loss and symbolic immortality, but weakens the associations of social loss with need to be needed and symbolic immortality. Age weakens the relationship between symbolic immortality and video-creating intention.
Originality/value
This study is the first wave to introduce and integrate lifespan theories such as selective optimization with compensation model, socioemotional selectivity theory, and generativity theory to explore the impacts of aging experiences on middle-aged and elderly users' video-creating intention by considering generativity motivations as mediators and age as a moderator.
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Iddrisu Mohammed, Mahmoud Abdulai Mahmoud and Robert Ebo Hinson
Using the transportation theory, and the brand equity model, this study aims to examine how short video narratives from a tourist perspective increased brand equity dimensions…
Abstract
Purpose
Using the transportation theory, and the brand equity model, this study aims to examine how short video narratives from a tourist perspective increased brand equity dimensions which could lead to intention to patronise. Further, the study tested the moderating role of real-world video between the brand equity dimensions and intention to patronise.
Design/methodology/approach
A sequential explanatory mixed method is adopted for this study. An empirical study was conducted in the first phase with 1,119 participants. In the second phase, the quantitative results were used to develop a semi-structured interview guide for in-depth interviews with 9 respondents to validate the quantitative outcomes. The structural equation modelling technique was utilised to analyse the quantitative data, whereas content analysis was used for the qualitative data.
Findings
The results revealed that short video narratives lead to horti-awareness, image and value. Additionally, horti-awareness, and value had a significant impact on intention to patronise horti-tourism destinations. Another interesting observation is that the negative perceived quality might be as a result of the short video emanating from a tourist perspective. Importantly, potential tourists perceived the real-world video to be authentic, thus strengthening the relationship between the brand equity dimensions and intention to patronise.
Practical implications
This research provided valuable insights for marketers/management and stakeholders within the tourism and hospitality sector to achieve benefits derived from the findings of the study.
Originality/value
To the best of the authors knowledge, this study is the first attempt to embed the theory of transportation and the brand equity model in understanding horti-tourism destinations, which can rarely be found in extant literature.
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Xuebing Dong, Hong Liu, Nannan Xi, Junyun Liao and Zhi Yang
This study explores whether and how four main factors of short-branded video content (content matching, information relevance, storytelling and emotionality) facilitate consumer…
Abstract
Purpose
This study explores whether and how four main factors of short-branded video content (content matching, information relevance, storytelling and emotionality) facilitate consumer engagement (likes, comments and shares), as well as the moderating effect of the release time (morning, afternoon and evening) in such relationships.
Design/methodology/approach
This study uses Python to write programs to crawl relevant data information, such as consumer engagement and short video release time. It combines coding methods to empirically analyze the impact of short-branded video content characteristics on consumer engagement. A total of 10,240 Weibo short videos (total duration: 238.645 h) from 122 well-known brands are utilized as research objects.
Findings
Empirical results show that the content characteristics of short videos significantly affected consumer engagement. Furthermore, the release time of videos significantly moderated the relationship between the emotionality of short videos and consumer engagement. Content released in the morning enhanced the positive impact of warmth, excitement and joy on consumer engagement, compared to that released in the afternoon.
Practical implications
The findings provide new insights for the dissemination of products and brand culture through short videos. The authors suggest that enterprises that use brand videos consider content matching, information relevance, storytelling and emotionality in their design.
Originality/value
From a broader perspective, this study constructs a new method for comprehensively evaluating short-branded video content, based on four dimensions (content matching, information relevance, storytelling and emotionality) and explores the value of these dimensions for creating social media marketing success, such as via consumer engagement.
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Yingsi Tan, Shuang Geng, Li Chen and Lang Wu
Short-form health science videos have become an important medium for disseminating health knowledge and improving public health literacy. However, the factors that determine…
Abstract
Purpose
Short-form health science videos have become an important medium for disseminating health knowledge and improving public health literacy. However, the factors that determine viewer engagement are not well understood. This study aims to address this research gap by investigating the association between doctor image features and viewer engagement behavior, building on the personal branding theory and information signaling theory.
Design/methodology/approach
A sample of 1245 health science short-form videos was collected, and key video features related to doctor images were extracted through manual labeling. Multi-variable regression analysis and SPSS process model were employed to test the hypotheses.
Findings
The results show that doctor image features are significantly associated with viewer engagement behavior. Videos featuring doctors in medical uniforms receive more viewer likes, comments and shares. Highlighting the doctor's title can increase viewer collections. Videos shot in a home, white wall, or study room setting receive more like, comments and sharing. The doctor's appearance demonstrates a positive nonlinear relationship with viewer likes and comments. Young doctors with title information tend to attract more video collections than older doctors with title information. The positive effect of the doctor's appearance and showing title information, become more significant among male doctors.
Originality/value
This research provides novel insights into the factors that determine viewer engagement behavior in short-form health science videos. Specific doctor image features can enhance viewer engagement by signaling doctor professionalism. The results also suggest that there may be age and gender biases in viewers' perceptions.
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