Paper Type
Short
Paper Number
PACIS2025-1271
Description
This study examines how visual perspectives (first-person vs. third-person) influence video engagement for macro- and micro-influencers. Videos, often captured using handheld devices like smartphones or action cameras (e.g., GoPro, Insta360), frequently feature a first-person view. Analyzing TikTok data, the study reveals that first-person videos boost engagement for micro-influencers but reduce it for macro-influencers, after accounting for confounding factors and selection biases. These findings enhance our understanding of visual perspectives' effects on audience responses and offer practical guidance for creating impactful social media content.
Recommended Citation
MA, YUTONG; Lin, Yan; LIU, Yongdan; and LIU, Matthew Ting Chi, "The Impact of Visual Perspective in Influencers’ Video Engagement" (2025). PACIS 2025 Proceedings. 17.
https://aisel.aisnet.org/pacis2025/sm_digcollab/sm_digcollab/17
The Impact of Visual Perspective in Influencers’ Video Engagement
This study examines how visual perspectives (first-person vs. third-person) influence video engagement for macro- and micro-influencers. Videos, often captured using handheld devices like smartphones or action cameras (e.g., GoPro, Insta360), frequently feature a first-person view. Analyzing TikTok data, the study reveals that first-person videos boost engagement for micro-influencers but reduce it for macro-influencers, after accounting for confounding factors and selection biases. These findings enhance our understanding of visual perspectives' effects on audience responses and offer practical guidance for creating impactful social media content.
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