SIG Social Computing
Loading...
Paper Type
ERF
Paper Number
1706
Description
This study investigates how influencer videos polarize the audience's opinions on promoted products. Based on opinion polarization literature and framing theory, we propose that influencer video content polarizes the audience's opinions towards products, and video type negatively moderates the polarizing effect of video content. We collected information about videos posted by tech influencers on YouTube and applied sentiment analysis and regression analysis to test the related hypotheses. The findings show that comparative advertising video relieves opinion polarization. This study contributes to the IS field from several perspectives: (1) highlights the importance of context in investigating polarization; (2) points out that video content attributes significantly influence viewer engagement and opinion. (3) reveals that content design manipulates the polarizing effects of influencer content; (4) offers a solution to depolarize audience opinions towards products, enriching our understanding of the impact of social media on public opinion polarization and guiding organizations in brand management.
Recommended Citation
Wang, Ying and Song, Jaeki, "Do Social Media Influencers Enhance Opinion Polarization in the Digital Economy? A Study on Influencer Video Content" (2022). AMCIS 2022 Proceedings. 6.
https://aisel.aisnet.org/amcis2022/sig_sc/sig_sc/6
Do Social Media Influencers Enhance Opinion Polarization in the Digital Economy? A Study on Influencer Video Content
This study investigates how influencer videos polarize the audience's opinions on promoted products. Based on opinion polarization literature and framing theory, we propose that influencer video content polarizes the audience's opinions towards products, and video type negatively moderates the polarizing effect of video content. We collected information about videos posted by tech influencers on YouTube and applied sentiment analysis and regression analysis to test the related hypotheses. The findings show that comparative advertising video relieves opinion polarization. This study contributes to the IS field from several perspectives: (1) highlights the importance of context in investigating polarization; (2) points out that video content attributes significantly influence viewer engagement and opinion. (3) reveals that content design manipulates the polarizing effects of influencer content; (4) offers a solution to depolarize audience opinions towards products, enriching our understanding of the impact of social media on public opinion polarization and guiding organizations in brand management.
When commenting on articles, please be friendly, welcoming, respectful and abide by the AIS eLibrary Discussion Thread Code of Conduct posted here.
Comments
Social