The Attractiveness of Visuals vs. Content: Investigating the Impact of Video Features on Active Engagement for Virtual Influencer Videos

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dc.contributor.authorWang, Ying
dc.contributor.authorWu, Jiao
dc.contributor.authorSong, Jaeki
dc.date.accessioned2023-12-26T18:39:11Z
dc.date.available2023-12-26T18:39:11Z
dc.date.issued2024-01-03
dc.identifier.doi10.24251/HICSS.2023.339
dc.identifier.isbn978-0-9981331-7-1
dc.identifier.othereebbea07-d0ee-47f8-a1cf-8bdcf2e1624e
dc.identifier.urihttps://hdl.handle.net/10125/106722
dc.language.isoeng
dc.relation.ispartofProceedings of the 57th Hawaii International Conference on System Sciences
dc.rightsAttribution-NonCommercial-NoDerivatives 4.0 International
dc.rights.urihttps://creativecommons.org/licenses/by-nc-nd/4.0/
dc.subjectSocial Media Influencers and Influencing
dc.subjectactive engagement
dc.subjectcharacter type
dc.subjectvideo feature
dc.subjectvirtual influencer
dc.titleThe Attractiveness of Visuals vs. Content: Investigating the Impact of Video Features on Active Engagement for Virtual Influencer Videos
dc.typeConference Paper
dc.type.dcmiText
dcterms.abstractThis study investigates the factors contributing to active engagement for virtual influencer videos. By integrating the elaboration likelihood model and social identity theory, our proposed theoretical framework elaborates on the relationship between various features of influencer videos and engagement rates. Further, it demonstrates that video character types could moderate this relationship. We found that visual features such as brightness, colorfulness, and vividness, which are processed through the peripheral route of information processing, have a more pronounced influence on engagement rates in animated character videos than in human-like character videos. In contrast, the content topics discussed in the videos, which are processed through the central route of information processing, exert a stronger influence on engagement rates in videos featuring human-like characters than in animated character videos.
dcterms.extent9 pages
prism.startingpage2807

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