{"title":"Understanding travel influencers’ video on instagram: A transfer learning approach","authors":"Hyunsang Son , Young Eun Park","doi":"10.1016/j.tourman.2025.105168","DOIUrl":null,"url":null,"abstract":"<div><div>This study employs a transfer learning technique for video analytics, collecting and analyzing all Instagram video postings (n = 3981) from the top 40 influencer lists and proposing a novel approach for automated video analytics. A structural approach was performed to estimate the effects of 15 video-related features on consumer engagement. We find that video length, speech sentiment, smiling, saturation, and contrast of brightness are negatively associated with consumer engagement, whereas emotions (surprise, happiness, neutral, anger, sadness, fear), product size, and brightness are positively associated with user engagement.</div></div>","PeriodicalId":48469,"journal":{"name":"Tourism Management","volume":"110 ","pages":"Article 105168"},"PeriodicalIF":12.4000,"publicationDate":"2025-03-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Tourism Management","FirstCategoryId":"91","ListUrlMain":"https://www.sciencedirect.com/science/article/pii/S026151772500038X","RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"ENVIRONMENTAL STUDIES","Score":null,"Total":0}
引用次数: 0
Abstract
This study employs a transfer learning technique for video analytics, collecting and analyzing all Instagram video postings (n = 3981) from the top 40 influencer lists and proposing a novel approach for automated video analytics. A structural approach was performed to estimate the effects of 15 video-related features on consumer engagement. We find that video length, speech sentiment, smiling, saturation, and contrast of brightness are negatively associated with consumer engagement, whereas emotions (surprise, happiness, neutral, anger, sadness, fear), product size, and brightness are positively associated with user engagement.
期刊介绍：
Tourism Management, the preeminent scholarly journal, concentrates on the comprehensive management aspects, encompassing planning and policy, within the realm of travel and tourism. Adopting an interdisciplinary perspective, the journal delves into international, national, and regional tourism, addressing various management challenges. Its content mirrors this integrative approach, featuring primary research articles, progress in tourism research, case studies, research notes, discussions on current issues, and book reviews. Emphasizing scholarly rigor, all published papers are expected to contribute to theoretical and/or methodological advancements while offering specific insights relevant to tourism management and policy.
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