Abstract
Recent advances in user-generated comment systems like Danmaku have transformed video viewing into a collective, interactive experience, prompting new questions about audience co-engagement. This study investigates how semantic, affective, and visual congruence between Danmaku and video content influences social flow and viewer engagement. Using a panel dataset from Bilibili, we find that semantic and affective congruence promote shared meaning and emotional synchrony, while visual congruence, especially when matched at extremes of complexity, can hinder group immersion. By bridging social flow theory with digital interaction, the study reveals how multi-dimensional congruence facilitates flow-based engagement. The findings offer both theoretical insights into social flow and practical implications for interactive media platform design, content creators, and viewers seeking to enhance collective engagement in video-based environments.
Recommended Citation
Gui, Qinghe; Li, Yijing; and Lim, Kai, "Flow in the Streams: How Danmaku–Video Congruence Shapes Viewer Engagement" (2025). SIGHCI 2025 Proceedings. 9.
https://aisel.aisnet.org/sighci2025/9