AUTHOR=Fu Senhui , Dai Haiwen 

TITLE=Promote identification or prevent expansion? The effect of uploader-viewer similarity on viewer inspiration in the context of short video community

JOURNAL=Frontiers in Psychology

VOLUME=14

YEAR=2023

URL=https://www.frontiersin.org/journals/psychology/articles/10.3389/fpsyg.2023.1120641

DOI=10.3389/fpsyg.2023.1120641

ISSN=1664-1078

ABSTRACT=<sec><title>Introduction</title><p>Short video communities have proliferated recently, opening up a new channel for the promotion of online businesses. The main challenge in marketing with short videos is how to inspire consumers.</p></sec><sec><title>Methods</title><p>This study employs viewer social identification and self-expansion as its entrance point to to explain how uploader-viewer similarity affects viewers’ short video inspiration. We use empirical investigation method based on the data of 310 short video viewers to test our conceptual model.</p></sec><sec><title>Results</title><p>We found that there is a double-edged relationship between uploader-viewer similarity and short video inspiration. Particularly, uploader-viewer similarity enhances perceived social identification while reducing perceived self-expansion. The association between Uploader-viewer similarity and short video inspiration is moderated by viewers’ cognitive demands.</p></sec><sec><title>Discussion</title><p>These results provide a new perspective for enterprises to manage the relationship between viewers and media.</p></sec>