live_comments

Published: 6 February 2023| Version 1 | DOI: 10.17632/nc378mym76.1
Contributor:
xiaodan Zhang

Description

This study aims to examine how and why moment-to-moment (MTM) comments affect consumers’ responses to performance-based digital engagement, as well as the interaction role of live comments and ads embedded among online short-form videos on it. Regression models and natural language processing (NLP) were employed to analyze moment-to-moment unstructured data collected from a large Chinese online live platform - Bilibili (2081 videos).

Files

Institutions

University of Science and Technology Beijing

Categories

Secondary Data

Funding

National Natural Science Foundation of China

71902003, 72102086

Licence