Click It! How the Features of Educational Video and Influencer Impact the Digital Consumer Engagement

DOI

10.2991/978-94-6463-172-2_73How to use a DOI?

Keywords

engagement; short video; social media; ELM

Abstract

The educational short video has emerged as a practical approach for influencers to connect with digital customers through social media platforms. However, there is a lack of empirical studies that use a mathematical modeling approach from social media data to focus on educational short videos. The present study examines that readability and the number of characters positively are associated with digital consumer engagement, but account verification is negatively associated with digital consumer engagement. The findings contribute to the literature by illuminating how elements of video and influencers contribute to digital consumer engagement in Douyin.

Copyright

© 2023 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Yiren Long
PY  - 2023
DA  - 2023/06/30
TI  - Click It! How the Features of Educational Video and Influencer Impact the Digital Consumer Engagement
BT  - Proceedings of the 2023 4th International Conference on Education, Knowledge and Information Management (ICEKIM 2023)
PB  - Atlantis Press
SP  - 693
EP  - 701
SN  - 2589-4900
UR  - https://doi.org/10.2991/978-94-6463-172-2_73
DO  - 10.2991/978-94-6463-172-2_73
ID  - Long2023
ER  -