TY - GEN
T1 - An Analysis of Cultural Content on Short Video Platforms
T2 - 18th International Joint Conference on e-Business and Telecommunications, ICETE 2021
AU - Li, Lifu
AU - Kang, Kyeong
AU - Sohaib, Osama
N1 - Publisher Copyright:
© 2023, The Author(s), under exclusive license to Springer Nature Switzerland AG.
PY - 2023
Y1 - 2023
N2 - This study analyses the relationship between ethnic minority groups’ (EMGs) short video content and online viewers’ watching interest based on the short video platform background. It considers China’s short video interactive environment and divides the cultural content into the cultural vision unit and cultural audition unit according to the sensory marketing theory. Through testing numerous EMG video content based on the covariance analysis method, the paper presents the relationships between short cultural video content and online viewers’ watching interest. Meanwhile, because of the differences among Chinese EMGs, this paper divides them into seven main groups and promotes the multi-group analysis, aiming to present specific results for each major group. The research findings can guide EMG video producers to improve their video content and contribute to Chinese EMG cultural protection and cultural diversity.
AB - This study analyses the relationship between ethnic minority groups’ (EMGs) short video content and online viewers’ watching interest based on the short video platform background. It considers China’s short video interactive environment and divides the cultural content into the cultural vision unit and cultural audition unit according to the sensory marketing theory. Through testing numerous EMG video content based on the covariance analysis method, the paper presents the relationships between short cultural video content and online viewers’ watching interest. Meanwhile, because of the differences among Chinese EMGs, this paper divides them into seven main groups and promotes the multi-group analysis, aiming to present specific results for each major group. The research findings can guide EMG video producers to improve their video content and contribute to Chinese EMG cultural protection and cultural diversity.
KW - Cultural content
KW - Ethnic minority group users
KW - Online viewers’ watching interest
KW - Sensory marketing theory
KW - Short video platform
UR - https://www.scopus.com/pages/publications/85172418770
UR - https://www.scopus.com/pages/publications/85172418770#tab=citedBy
U2 - 10.1007/978-3-031-36840-0_2
DO - 10.1007/978-3-031-36840-0_2
M3 - Conference contribution
AN - SCOPUS:85172418770
SN - 9783031368394
T3 - Communications in Computer and Information Science
SP - 29
EP - 50
BT - E-Business and Telecommunications - 18th International Conference, ICETE 2021, Revised Selected Papers
A2 - Samarati, Pierangela
A2 - Vimercati, Sabrina De Capitani di
A2 - van Sinderen, Marten
A2 - Wijnhoven, Fons
PB - Springer Science and Business Media Deutschland GmbH
Y2 - 6 July 2021 through 9 July 2021
ER -