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

• 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
• Institution: Singapore Management University

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...