Like, Comment, and Share on TikTok: Exploring the Effect of Sentiment and Second-Person View on the User Engagement with TikTok News Videos

IF 3 2区社会学 Q2 COMPUTER SCIENCE, INTERDISCIPLINARY APPLICATIONS Social Science Computer Review Pub Date : 2023-05-25 DOI:10.1177/08944393231178603

Zicheng Cheng, Yanlin Li

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Abstract

TikTok—the world’s most downloaded app since 2020, has become a place for more than silly dancing and lip-syncing. TikTok users are increasingly turning to TikTok for news content. Meanwhile, news publishers are embracing TikTok to reach a younger audience. We aim to examine the content strategy adopted by the most-followed news publishers on TikTok and how effective their TikTok strategy is in spurring audience engagement in terms of liking, commenting, and sharing. This study retrieved 101,292 TikTok news videos as of November 22, 2022. With the help of computer vision, natural language processing, and sentiment analysis, we found that TikTok news videos containing negative sentiment and more second-person view shots are associated with significantly higher audience engagement. In addition, this study demonstrated that the TikTok video features and engagement levels differ between the news publishers and other TikTok creators. Moderator analysis shows that both the effect of negative sentiment on engagement and the effect of the second-person view on engagement are moderated by the TikTok account type. The impact of negative sentiment and second-person view on engagement behaviors becomes smaller or even insignificant for news publisher TikTok videos. Theoretical and practical implications are discussed in this study.

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在TikTok上点赞、评论和分享:探索情绪和第二人称视角对TikTok新闻视频用户参与度的影响

TikTok是自2020年以来世界上下载量最大的应用，它已经成为一个不仅仅是愚蠢的舞蹈和假唱的地方。抖音用户越来越多地转向抖音获取新闻内容。与此同时，新闻出版商正在接受TikTok，以吸引年轻观众。我们的目的是研究TikTok上最受关注的新闻出版商所采用的内容策略，以及他们的抖音策略在点赞、评论和分享方面刺激观众参与的有效性。这项研究检索了截至2022年11月22日的101292个TikTok新闻视频。在计算机视觉、自然语言处理和情绪分析的帮助下，我们发现，包含负面情绪和更多第二人称视角镜头的TikTok新闻视频与显著更高的观众参与度有关。此外，这项研究表明，新闻出版商和其他TikTok创作者在TikTok的视频功能和参与度方面存在差异。主持人分析表明，负面情绪对参与度的影响和第二人称观点对参与度影响都受到TikTok账户类型的调节。对于新闻出版商TikTok视频来说，负面情绪和第二人称视角对参与行为的影响变得更小，甚至微不足道。本研究讨论了理论和实践意义。

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来源期刊

Social Science Computer Review 社会科学-计算机：跨学科应用

CiteScore

9.00

自引率

4.90%

发文量

审稿时长

>12 weeks

期刊介绍： Unique Scope Social Science Computer Review is an interdisciplinary journal covering social science instructional and research applications of computing, as well as societal impacts of informational technology. Topics included: artificial intelligence, business, computational social science theory, computer-assisted survey research, computer-based qualitative analysis, computer simulation, economic modeling, electronic modeling, electronic publishing, geographic information systems, instrumentation and research tools, public administration, social impacts of computing and telecommunications, software evaluation, world-wide web resources for social scientists. Interdisciplinary Nature Because the Uses and impacts of computing are interdisciplinary, so is Social Science Computer Review. The journal is of direct relevance to scholars and scientists in a wide variety of disciplines. In its pages you''ll find work in the following areas: sociology, anthropology, political science, economics, psychology, computer literacy, computer applications, and methodology.