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Constant or inconstant? The time-varying effect of danmaku on user engagement in online video platforms

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Publicado en:Internet Research vol. 35, no. 2 (2025), p. 771-797
Autor principal: Yuan, Haixia
Otros Autores: Lu, Kevin, Ausaf, Ali, Zhu, Mohan
Publicado:
Emerald Group Publishing Limited
Materias:
Communication
Social networks
Effectiveness
Organizational behavior
Influence
Time
Measurement
Research design
Research methodology
Concept formation
Video recordings
Valence
Synchronous Communication
Social Media
Video Technology
Intellectual Disciplines
Behavioral Sciences
Behavioral Science Research
Interpersonal Relationship
Acceso en línea:Citation/Abstract
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Resumen:PurposeAs an emerging video comment feature, danmaku is gaining more traction and increasing user interaction, thereby altering user engagement. However, existing research seldom explores how the effectiveness of danmaku on user engagement varies over time. To address this research gap, this study proposes a comprehensive framework drawing on social presence theory and information overload theory. The framework aims to explain how the effectiveness of danmaku in increasing user engagement changes over shorter time intervals.Design/methodology/approachA research model was proposed and empirically tested using data collected from 1,019 movies via Bilibili.com, one of China’s most popular danmaku video platforms. A time-varying effect model (TVEM) was used to examine the proposed research model.FindingsThe study finds that the volume of danmaku and its valence exert a time-varying influence on user engagement. Notably, the study shows that danmaku volume plays a more substantial role in determining user engagement than danmaku valence.Originality/valueThis research offers theoretical insights into the dynamic impact of danmaku on user engagement. The innovative conceptualization and measurement of user engagement advance research on pseudo-synchronous communication engagement. Furthermore, this study offers practical guidelines for effectively managing danmaku comments on online video platforms.
ISSN:1066-2243
2054-5657
1051-4805
DOI:10.1108/INTR-06-2023-0479
Fuente:ABI/INFORM Global