Constant or inconstant? The time-varying effect of danmaku on user engagement in online video platforms
Guardat en:
| Publicat a: | Internet Research vol. 35, no. 2 (2025), p. 771-797 |
|---|---|
| Autor principal: | |
| Altres autors: | , , |
| Publicat: |
Emerald Group Publishing Limited
|
| Matèries: | |
| Accés en línia: | Citation/Abstract Full Text Full Text - PDF |
| Etiquetes: |
Sense etiquetes, Sigues el primer a etiquetar aquest registre!
|
MARC
| LEADER | 00000nab a2200000uu 4500 | ||
|---|---|---|---|
| 001 | 3177796475 | ||
| 003 | UK-CbPIL | ||
| 022 | |a 1066-2243 | ||
| 022 | |a 2054-5657 | ||
| 022 | |a 1051-4805 | ||
| 024 | 7 | |a 10.1108/INTR-06-2023-0479 |2 doi | |
| 035 | |a 3177796475 | ||
| 045 | 2 | |b d20250101 |b d20251231 | |
| 084 | |a 46159 |2 nlm | ||
| 100 | 1 | |a Yuan, Haixia |u School of Business, Anhui University, Hefei, China | |
| 245 | 1 | |a Constant or inconstant? The time-varying effect of danmaku on user engagement in online video platforms | |
| 260 | |b Emerald Group Publishing Limited |c 2025 | ||
| 513 | |a Journal Article | ||
| 520 | 3 | |a 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. | |
| 653 | |a Communication | ||
| 653 | |a Social networks | ||
| 653 | |a Effectiveness | ||
| 653 | |a Organizational behavior | ||
| 653 | |a Influence | ||
| 653 | |a Time | ||
| 653 | |a Measurement | ||
| 653 | |a Research design | ||
| 653 | |a Research methodology | ||
| 653 | |a Concept formation | ||
| 653 | |a Video recordings | ||
| 653 | |a Valence | ||
| 653 | |a Synchronous Communication | ||
| 653 | |a Social Media | ||
| 653 | |a Video Technology | ||
| 653 | |a Intellectual Disciplines | ||
| 653 | |a Behavioral Sciences | ||
| 653 | |a Behavioral Science Research | ||
| 653 | |a Interpersonal Relationship | ||
| 700 | 1 | |a Lu, Kevin |u Brunel University London, Uxbridge, UK | |
| 700 | 1 | |a Ausaf, Ali |u School of Business, Anhui University, Hefei, China | |
| 700 | 1 | |a Zhu, Mohan |u School of Business, Anhui University, Hefei, China | |
| 773 | 0 | |t Internet Research |g vol. 35, no. 2 (2025), p. 771-797 | |
| 786 | 0 | |d ProQuest |t ABI/INFORM Global | |
| 856 | 4 | 1 | |3 Citation/Abstract |u https://www.proquest.com/docview/3177796475/abstract/embedded/7BTGNMKEMPT1V9Z2?source=fedsrch |
| 856 | 4 | 0 | |3 Full Text |u https://www.proquest.com/docview/3177796475/fulltext/embedded/7BTGNMKEMPT1V9Z2?source=fedsrch |
| 856 | 4 | 0 | |3 Full Text - PDF |u https://www.proquest.com/docview/3177796475/fulltextPDF/embedded/7BTGNMKEMPT1V9Z2?source=fedsrch |