Title matters: Impacts of titles on user engagement in short video platforms

Title matters: Impacts of titles on user engagement in short video platforms

With the increasing popularity of short video marketing in business world, understanding how to engage short video viewers has attracted the attention from both academics and practitioners. Prior studies on short videos mainly focus on how characteristics of users or the attributes of video content...

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Bibliographic Details
Main Author: CHEN, Hao
Format: text
Language:English
Published: Institutional Knowledge at Singapore Management University 2023
Subjects:
short video titles
title length
emoji usage
sentiment strength
viewer engagement
Broadcast and Video Studies
Business Administration, Management, and Operations
Online Access:https://ink.library.smu.edu.sg/etd_coll/479
https://ink.library.smu.edu.sg/context/etd_coll/article/1477/viewcontent/GPBA_AY2016_DBA_Chen_Hao.pdf
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Institution: Singapore Management University
Language: English

Internet

https://ink.library.smu.edu.sg/etd_coll/479
https://ink.library.smu.edu.sg/context/etd_coll/article/1477/viewcontent/GPBA_AY2016_DBA_Chen_Hao.pdf

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