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Fu S, Dai H. Promote identification or prevent expansion? The effect of uploader-viewer similarity on viewer inspiration in the context of short video community. Front Psychol 2023; 14:1120641. [PMID: 37063538 PMCID: PMC10103691 DOI: 10.3389/fpsyg.2023.1120641] [Citation(s) in RCA: 0] [Impact Index Per Article: 0] [Reference Citation Analysis] [Abstract] [Track Full Text] [Journal Information] [Subscribe] [Scholar Register] [Received: 12/10/2022] [Accepted: 03/01/2023] [Indexed: 04/03/2023] Open
Abstract
IntroductionShort video communities have proliferated recently, opening up a new channel for the promotion of online businesses. The main challenge in marketing with short videos is how to inspire consumers.MethodsThis study employs viewer social identification and self-expansion as its entrance point to to explain how uploader-viewer similarity affects viewers’ short video inspiration. We use empirical investigation method based on the data of 310 short video viewers to test our conceptual model.ResultsWe found that there is a double-edged relationship between uploader-viewer similarity and short video inspiration. Particularly, uploader-viewer similarity enhances perceived social identification while reducing perceived self-expansion. The association between Uploader-viewer similarity and short video inspiration is moderated by viewers’ cognitive demands.DiscussionThese results provide a new perspective for enterprises to manage the relationship between viewers and media.
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Fu S, Yan Q, Feng GC. Who will attract you? Similarity effect among users on online purchase intention of movie tickets in the social shopping context. INTERNATIONAL JOURNAL OF INFORMATION MANAGEMENT 2018. [DOI: 10.1016/j.ijinfomgt.2018.01.013] [Citation(s) in RCA: 50] [Impact Index Per Article: 8.3] [Reference Citation Analysis] [Track Full Text] [Journal Information] [Subscribe] [Scholar Register] [Indexed: 10/18/2022]
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