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Paper Number
3124
Paper Type
Complete
Abstract
Social listening is increasingly vital for marketers. However, little is known about how to optimize narrative pace strategies based on real-time consumer reactions. This study empirically analyzes a continuous moment-to-moment Danmaku dataset to investigate the impact of semantic progression on content engagement. We find that a fast semantic progression speed enhances content engagement, and the observed effect is more pronounced in narratives characterized by suspense and tension. Additionally, narratives with a slower semantic progression yield greater engagement when the protagonist’s emotional state ascends, while a faster semantic progression benefits when the protagonist’s emotional state declines. These findings provide insights for crafting compelling narrative entertainment products.
Recommended Citation
Jin, Xi and Xue, Hanbing, "The Impact of Semantic Progression on Content Engagement" (2024). ICIS 2024 Proceedings. 20.
https://aisel.aisnet.org/icis2024/user_behav/user_behav/20
The Impact of Semantic Progression on Content Engagement
Social listening is increasingly vital for marketers. However, little is known about how to optimize narrative pace strategies based on real-time consumer reactions. This study empirically analyzes a continuous moment-to-moment Danmaku dataset to investigate the impact of semantic progression on content engagement. We find that a fast semantic progression speed enhances content engagement, and the observed effect is more pronounced in narratives characterized by suspense and tension. Additionally, narratives with a slower semantic progression yield greater engagement when the protagonist’s emotional state ascends, while a faster semantic progression benefits when the protagonist’s emotional state declines. These findings provide insights for crafting compelling narrative entertainment products.
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21-UserBehavior