{"title":"Expanding knowledge on emotional dynamics and viewer engagement: The role of travel influencers on youtube","authors":"Jinyoung Jinnie Yoo , Heejin Kim , Sungchul Choi","doi":"10.1016/j.jik.2024.100616","DOIUrl":null,"url":null,"abstract":"<div><div>This study investigates how the discrete emotions expressed by travel influencers on YouTube influence viewer engagement, distinguishing between macro- and micro- influencers. Using text mining and machine learning techniques, 6,061 travel-related videos were analyzed. The results indicate that high-arousal negative emotions such as anger and disgust enhance engagement for macro-influencers but reduce engagement for micro- influencers. Conversely, low-arousal negative emotions, such as fear and sadness, increase engagement levels for micro-influencers, while decreasing them for macro-influencers. Positive emotions enhance engagement, particularly among micro-influencers. These insights can inform emotional strategies in influencer marketing.</div></div>","PeriodicalId":46792,"journal":{"name":"Journal of Innovation & Knowledge","volume":"9 4","pages":"Article 100616"},"PeriodicalIF":15.6000,"publicationDate":"2024-10-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Innovation & Knowledge","FirstCategoryId":"91","ListUrlMain":"https://www.sciencedirect.com/science/article/pii/S2444569X24001550","RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 0
Abstract
This study investigates how the discrete emotions expressed by travel influencers on YouTube influence viewer engagement, distinguishing between macro- and micro- influencers. Using text mining and machine learning techniques, 6,061 travel-related videos were analyzed. The results indicate that high-arousal negative emotions such as anger and disgust enhance engagement for macro-influencers but reduce engagement for micro- influencers. Conversely, low-arousal negative emotions, such as fear and sadness, increase engagement levels for micro-influencers, while decreasing them for macro-influencers. Positive emotions enhance engagement, particularly among micro-influencers. These insights can inform emotional strategies in influencer marketing.
期刊介绍：
The Journal of Innovation and Knowledge (JIK) explores how innovation drives knowledge creation and vice versa, emphasizing that not all innovation leads to knowledge, but enduring innovation across diverse fields fosters theory and knowledge. JIK invites papers on innovations enhancing or generating knowledge, covering innovation processes, structures, outcomes, and behaviors at various levels. Articles in JIK examine knowledge-related changes promoting innovation for societal best practices.
JIK serves as a platform for high-quality studies undergoing double-blind peer review, ensuring global dissemination to scholars, practitioners, and policymakers who recognize innovation and knowledge as economic drivers. It publishes theoretical articles, empirical studies, case studies, reviews, and other content, addressing current trends and emerging topics in innovation and knowledge. The journal welcomes suggestions for special issues and encourages articles to showcase contextual differences and lessons for a broad audience.
In essence, JIK is an interdisciplinary journal dedicated to advancing theoretical and practical innovations and knowledge across multiple fields, including Economics, Business and Management, Engineering, Science, and Education.
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