The Impact of Narrative Perspectives and Emotional Characteristics on User Participation in Short Video Advertisements: The Regulatory Role of Product Types
DOI:
https://doi.org/10.54097/086ev074Keywords:
Short video advertisements; Consumer engagement behavior; Product-type; Narrative perspective; TikTok.Abstract
Short video advertising is an important channel for businesses to promote and sell their products. Therefore, studying user engagement in short video advertising is of great significance in helping video authors and brand companies improve advertising effectiveness and reduce advertising costs. This article uses theoretical methods such as narrative transportation theory, SPSS statistical analysis, Python sentiment analysis, etc. to study the impact of narrative perspective and emotional characteristics on user engagement, as well as the moderating effect of product types.
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