Social Media Engagement: Can Video Captions Increase User Engagement?

DOI

10.2991/978-94-6463-246-0_12How to use a DOI?

Keywords

caption; social media; user engagement

Abstract

With short videos becoming one of the main subjects of social media, how to promote user engagement in social media videos has become a widely discussed topic. This paper reveals a relationship between captioning and viewer comprehension, and the degree of input to the creator, and combines the two with factors that influence the engagement phase of social media users. The impact of captions on social media user engagement was derived. Using quantitative research methods (i.e., questionnaires), the study invited 203 participants to join the experiment and ended up with 202 responses about whether their understanding of the video and the level of authorial input reflected in the captions influenced them to engage in the behavior. After analyzing the feedback, we can find that (1) subtitles can, to a certain extent, eliminate viewers’ misleading perceptions of the video content due to the actors’ accents, thus helping them understand the video content more deeply and indirectly enhancing social media user engagement. (2) Subtitles reflect the author’s level of dedication and commitment to the video product, and users can often discover the author’s level of dedication and thus make user engagement behaviors. Contribute to the research caption for the direction of social media user engagement.

Copyright

© 2024 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Jiahui Li
PY  - 2023
DA  - 2023/09/26
TI  - Social Media Engagement: Can Video Captions Increase User Engagement?
BT  - Proceedings of the 3rd International Conference on Economic Development and Business Culture (ICEDBC 2023)
PB  - Atlantis Press
SP  - 103
EP  - 109
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-246-0_12
DO  - 10.2991/978-94-6463-246-0_12
ID  - Li2023
ER  -