Abstract
Less is known about the determinants of middle-aged and elderly users’ number of fans on the short-video platform. To help middle-aged and elderly users understand how to increase fans on the short-video platform, this paper thus draws on social penetration theory and information foraging theory to analyze the data collecting from the personal homepage of middle-aged and elderly users (including the information about users and videos, the number of likes and the number of fans) on Douyin platform which is the Chinese version of TikTok. The results show that: (1) The number of likes received by middle-aged and elderly users is positively correlated with the number of fans; (2) Getting verification from the platform, the number of bio words, the number of videos, and the professionality of videos have no significant direct relations to the number of fans; (3) Getting verification from the platform, the number of bio words and the professionality of videos can strengthen the relationship between the number of likes and the number of fans, while the number of videos has no significant moderating effect on the above relationship.
Recommended Citation
Yan, Jin; Cao, Ningyue; and Wang, Changyu, "From Liking to Following：Research on the Antecedents of Middle-aged and Elderly Douyin Users’ Fans" (2021). WHICEB 2021 Proceedings. 21.
https://aisel.aisnet.org/whiceb2021/21