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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| Format: | text |
| Language: | English |
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Institutional Knowledge at Singapore Management University
2023
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| 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 |