Abstract
As online video has gradually become the main channel for information dissemination and marketing advertising, it is necessary to determine which factors will affect the diffusion of video on the website further. The research goal of this paper is to explore what kind of title can help online videos attract more views. The research takes 49989 videos in bilibili as the research object, analyzes the relationship between the emotional polarity expressed in the title text and the number of views the video gets, and explores the role of personal pronouns play in the relationship. The results show that no matter whether the video titles contain positive or negative emotions, the video titles with higher polarity of these emotions can get more attention. In addition, those video titles that use personal pronouns also get more attention. Simultaneously, the use of personal pronouns moderates the impact of title’s sentiment polarity. The conclusion provides guidance for video publishers who produce content and helps them get more attention.
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This research was supported by the National Natural Science Foundation of China under Grant 71874131.
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Wu, J., Yang, Y., Sun, P., Zhang, M. (2023). Video Going Viral: Subjective Emotional Clash vs. Objective Emotional Assertion. In: Tu, Y., Chi, M. (eds) E-Business. Digital Empowerment for an Intelligent Future. WHICEB 2023. Lecture Notes in Business Information Processing, vol 480. Springer, Cham. https://doi.org/10.1007/978-3-031-32299-0_14
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DOI: https://doi.org/10.1007/978-3-031-32299-0_14
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