Location
Hilton Hawaiian Village, Honolulu, Hawaii
Event Website
https://hicss.hawaii.edu/
Start Date
3-1-2024 12:00 AM
End Date
6-1-2024 12:00 AM
Description
This 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.
Recommended Citation
Wang, Ying; Wu, Jiao; and Song, Jaeki, "The Attractiveness of Visuals vs. Content: Investigating the Impact of Video Features on Active Engagement for Virtual Influencer Videos" (2024). Hawaii International Conference on System Sciences 2024 (HICSS-57). 7.
https://aisel.aisnet.org/hicss-57/dsm/influencers/7
The Attractiveness of Visuals vs. Content: Investigating the Impact of Video Features on Active Engagement for Virtual Influencer Videos
Hilton Hawaiian Village, Honolulu, Hawaii
This 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.
https://aisel.aisnet.org/hicss-57/dsm/influencers/7