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ABSTRACT
Online video platforms are actively introducing automatic tagging systems to enhance the searchability and accessibility of videos, and these systems also contribute to the prototypicality of the videos. Nonetheless, the influence of adhering to prototypicality in user-generated videos (UGVs) on user engagement has remained an area with limited exploration. Leveraging an extensive dataset from UGV platforms that includes 15,986 videos by 6,824 creators across 17 distinct categories, this study applies information foraging theory to show that video prototypicality significantly enhances emotional engagement but has an inverse effect on cognitive engagement. The dynamics of these effects are shaped by the competitive landscape of the video market. Specifically, horizontal market competition amplifies these effects, while vertical market competition attenuates them. Moreover, our exploration of heterogeneity effects reveals that the influence of adhering to video prototypicality on emotional engagement wanes within extensive creator networks. Furthermore, the impacts of adhering to video prototypicality on emotional and cognitive engagement demonstrate distinct patterns, contingent on the existence of a creator market monopoly. The results of this study can assist UGV platforms in refining the design of their automated video tagging systems, contributing to a more dynamic and vibrant UGV platform.
Funding
The authors received and are thankful for research sponsorship from the Ministry of Education of Humanities and Social Science Project [23YJA630023].
Disclosure statement
No potential conflict of interest was reported by the author(s).
Notes
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2. YouTube’s Impact in the US. https://www.youtube.com/howyoutubeworks/progress-impact/impact/report (accessed on March 30, 2024).
3. David, C. Social App Report 2024 (Comprehensive insights on the major social apps). https://www.businessofapps.com/data/social-app-report/?utm_source=social&utm_medium=click&utm_campaign=featured-data-ad (accessed on March 30, 2024).
4. Shubham, S. TikTok User Statistics 2024 (Global Data). https://www.demandsage.com/tiktok-user-statistics (accessed on March 30, 2024).
5. Jacinda, S. 16 Key Instagram Reels Statistics for Marketers to Know. https://influencermarketinghub.com/instagram-reels-stats (accessed on March 30, 2024).
Additional information
Notes on contributors
Lu Liu
Lu Liu ([email protected]) is pursuing a Ph.D. in big data marketing at the School of Management and Economics, University of Electronic Science and Technology of China. Her research revolves around e-commerce and the interaction between humans and machines. She has published several papers in such journals and conference proceedings as Information Processing & Management, Cleaner Engineering and Technology, and the International Conference on Electronic Business, among others.
Xiying Sun
Xiying Sun ([email protected]) is pursuing a Ph.D. in big data marketing at the School of Management and Economics, University of Electronic Science and Technology of China. Her research revolves around e-commerce and the interaction between humans and machines. She has published several papers in such conference proceedings as that of the International Conference on Electronic Business, among others.
Jiaming Fang
Jiaming Fang ([email protected]; corresponding author) is a professor of big data marketing and digital business at the School of Management and Economics, University of Electronic Science and Technology of China. His research centers on online markets, e-commerce, and the intersection of artifical intelligence (AI) and digital operations. He has published numerous papers in such journals as International Journal of Electronic Commerce, Journal of Business Research, Information & Management, Industrial Marketing Management, Information Processing & Management, and International Journal of Operations and Production Management, among others.
Md. Altab Hossin
Md. Altab Hossin ([email protected]) is an associate professor at the School of Innovation and Entrepreneurship, Chengdu University China. His current research projects are on enterprise and information management, innovation performance, and understanding online markets performance through big data analytics. He has published in such journals as Information Processing & Management and Cleaner Engineering and Technology, among others.