Proceedings of the 2024 5th International Conference on Management Science and Engineering Management (ICMSEM 2024)

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The Impact of Visual Social Presence on the Popularity of Recommended Videos on Douyin

Authors
Jiahui Li1, *
1WeBank Institute of Fintech, Shenzhen University, Shenzhen, Guangdong, 518000, China
*Corresponding author. Email: 18711355410@163.com
Corresponding Author
Jiahui Li
Available Online 22 November 2024.
DOI
10.2991/978-94-6463-570-6_11How to use a DOI?
Keywords
recommended video; social presence; face detection
Abstract

Recommended videos as one form of influencer marketing, is gradually becoming an important means of advertising implantation in e-commerce. This study investigates how visual social presence, influencer characteristics and video features respectively influence the dissemination effect of recommended videos. We measured the influencer’s face distance variation and the richness of head posture through image processing and face detection technology to quantify the influencer’s visual social presence in recommended videos. Based on the analysis of 1857 recommended videos posted on Douyin, we prove from a visual perspective that social presence can significantly enhance the likes, comments, favorites, and shares of recommended videos. Our study reaffirms the application of social presence theory in the e-commerce marketing field and provides practical guidance for e-commerce marketing activities.

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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Volume Title
Proceedings of the 2024 5th International Conference on Management Science and Engineering Management (ICMSEM 2024)
Series
Advances in Economics, Business and Management Research
Publication Date
22 November 2024
ISBN
978-94-6463-570-6
ISSN
2352-5428
DOI
10.2991/978-94-6463-570-6_11How to use a DOI?
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.

Cite this article

risenwbib
TY  - CONF
AU  - Jiahui Li
PY  - 2024
DA  - 2024/11/22
TI  - The Impact of Visual Social Presence on the Popularity of Recommended Videos on Douyin
BT  - Proceedings of the 2024 5th International Conference on Management Science and Engineering Management (ICMSEM 2024)
PB  - Atlantis Press
SP  - 101
EP  - 107
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-570-6_11
DO  - 10.2991/978-94-6463-570-6_11
ID  - Li2024
ER  -