{"title":"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","authors":"Zicheng Cheng, Yanlin Li","doi":"10.1177/08944393231178603","DOIUrl":null,"url":null,"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.","PeriodicalId":49509,"journal":{"name":"Social Science Computer Review","volume":" ","pages":""},"PeriodicalIF":3.0000,"publicationDate":"2023-05-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Like, Comment, and Share on TikTok: Exploring the Effect of Sentiment and Second-Person View on the User Engagement with TikTok News Videos\",\"authors\":\"Zicheng Cheng, Yanlin Li\",\"doi\":\"10.1177/08944393231178603\",\"DOIUrl\":null,\"url\":null,\"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.\",\"PeriodicalId\":49509,\"journal\":{\"name\":\"Social Science Computer Review\",\"volume\":\" \",\"pages\":\"\"},\"PeriodicalIF\":3.0000,\"publicationDate\":\"2023-05-25\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Social Science Computer Review\",\"FirstCategoryId\":\"90\",\"ListUrlMain\":\"https://doi.org/10.1177/08944393231178603\",\"RegionNum\":2,\"RegionCategory\":\"社会学\",\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q2\",\"JCRName\":\"COMPUTER SCIENCE, INTERDISCIPLINARY APPLICATIONS\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Social Science Computer Review","FirstCategoryId":"90","ListUrlMain":"https://doi.org/10.1177/08944393231178603","RegionNum":2,"RegionCategory":"社会学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"COMPUTER SCIENCE, INTERDISCIPLINARY APPLICATIONS","Score":null,"Total":0}
Like, Comment, and Share on TikTok: Exploring the Effect of Sentiment and Second-Person View on the User Engagement with TikTok News Videos
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.
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.
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