Are Auction-Based Promotions More Profitable for Short Video Platforms than Fixed Pricing?

BackgroundThe development of short popular science video platforms helps people obtain health information, but no research has evaluated the information characteristics and quality of short videos related to cervical cancer. The purpose of this study was to evaluate the quality and reliability of short cervical cancer-related videos on TikTok and Kwai.MethodsThe Chinese keyword "cervical cancer" was used to search for related videos on TikTok and Kwai, and a total of 163 videos were ultimately included. The overall quality of these videos was evaluated by the Global Quality Score (GQS) and the modified DISCERN tool.ResultsA total of 163 videos were included in this study, TikTok and Kwai contributed 82 and 81 videos, respectively. Overall, these videos received much attention; the median number of likes received was 1360 (403–6867), the median number of comments was 147 (40–601), and the median number of collections was 282 (71–1296). In terms of video content, the etiology of cervical cancer was the most frequently discussed topic. Short videos posted on TikTok received more attention than did those posted on Kwai, and the GQS and DISCERN score of videos posted on TikTok were significantly better than those of videos posted on Kwai. In addition, the videos posted by specialists were of the highest quality, with a GQS and DISCERN score of 3 (2–3) and 2 (2–3), respectively. Correlation analysis showed that GQS was significantly correlated with the modified DISCERN scores (p<0.001).ConclusionIn conclusion, the quality and reliability of cervical cancer-related health information provided by short videos were unsatisfactory, and the quality of the videos posted on TikTok was better than that of videos posted on Kwai. Compared with those posted by individual users, short videos posted by specialists provided higher-quality health information.

Keep scrolling: An investigation of short video users’ continuous watching behavior

BackgroundThe potential negative influences of short video platforms (SVPs) usage on mental health have been attracting increasing attention in recent years. This study aimed to investigate the possible effects of SVP usage on brain functions using the resting-state functional magnetic resonance imaging (fMRI) methods.MethodsResting-state fMRI data were acquired from a total of 55 young healthy adults. Based on self-reported daily usage time of SVPs, these participants were divided into a lower SVP usage (SVP-) group (< 1 h per day, n = 20) and a higher SVP usage (SVP+) group (≥1 h per day, n = 35). Between-group comparisons of functional brain measures were performed across multiple spatial levels.ResultsAt the single-edge level, the SVP + group showed significantly increased functional connectivity (FC) across many edges linking most major brain networks, including sensorimotor, visual, auditory, subcortical, default-mode, attention, and cingulo-opercular networks. Network-level analyses confirmed this widespread hyperconnectivity, with particularly robust increases within sensorimotor, auditory, subcortical, and cingulo-opercular networks after multiple comparisons correction. Voxel-wise analyses revealed higher fractional amplitude of low-frequency fluctuations (fALFF) in the left precentral gyrus and lower fALFF in the right frontal lobe in the SVP + group. Global topological analysis indicated that the SVP + group had significantly higher global efficiency, local efficiency, and clustering coefficient, as well as lower characteristic path length, suggesting an altered network topology.ConclusionThis multi-level fMRI study suggests that a relatively higher-intensity SVP use is associated with an altered pattern of brain functional organization, characterized by widespread hyperconnectivity across most major brain networks, localized spontaneous activity alterations in sensorimotor regions, and an altered topology at the global level. These findings highlight the importance of considering potential impacts of SVP usage on brain functioning, and calls for future larger-sample and longitudinal studies to further understand such relationships.

Given the popularity of mobile-based short video apps in recent years, this study aims to examine factors influencing users’ intention to seek travel information on short video platforms. Informed by affordance theory and the technology acceptance model, this study proposes a research model that links various technological affordances to travel information-seeking intention on short video platforms. A cross-sectional survey was conducted in China with 640 respondents recruited from an online panel managed by a survey company to test the proposed model. Results show that four types of technological affordances (i.e. searching, recommendation, meta-voicing and livestreaming) on short video platforms are positively related to users’ diverse perceptions in seeking travel information. Perceived enjoyment promotes users’ perceived ease of use when using short video platforms and significantly enhances potential tourists’ travel information-seeking intention. Finally, perceived usefulness and ease of use also have a positive effect on travel information-seeking intention. This study provides theoretical and practical insights into increasing users’ intention to use short video platforms as travel information source, thereby making rational travel decisions.

The purpose of this study is to expand the stimulus‒organism‒response model to explore the impact of short video users’ persona perception on their purchase intention on short video platforms in the context of Chinese short video marketing. The model is empirically tested using structural equation modeling and survey data collected from 350 short video users. The results show that 10 of the 11 hypotheses in the research model are supported and have reliable prediction accuracy. Short video users’ persona perception of each dimension has a significant positive impact on shared value creation. This study thus constructs mediating and moderating variables by exploring the internal correlation and intermediate mechanism between short video users’ persona perception and purchase intention. First, shared value creation plays a mediating role between persona perception and purchase intention on short video platforms. Second, two individual-level moderating variables play a moderating role between shared value creation and purchase intention across short video platforms: Regulatory focus and social presence. This research therefore provides useful implications and guidance for brands and merchants seeking targeted and efficient precision marketing on short video platforms. It also enriches the theoretical research on consumer behavior on short video platforms.

Exploring the influence of short video platforms on tourist attitudes and travel intention: A social–technical perspective

Background: In spite of the fact that Short Video Platforms (SVPs) are becoming more popular in the tourism industry, however scarce literature on SVP influence tourists’ attitude towards various SVPs is available. This study has used Technology Acceptance Model (TAM) to comprehend the tourist’s attitude towards SVPs. Objectives: The study objectives were twofold: First, to explore factors influencing tourist’s attitude towards SVP’s. Second, examining the impact of antecedents on tourist’s attitude towards SVP’s. Methodology: Exploratory research design was used in this study on 331 samples in Varanasi with a sample size of 331, purposive sampling technique was incorporated. Exploratory Factor Analysis (EFA) and multiple regressions were used to identify the factors and their relative strengths towards tourists’ attitude with respect to short video platforms (SVPs). SPSS software was used in analysing data. Results: Findings of the study revealed that perceived enjoyment is the strongest predictor of tourist’s attitude towards SVPs and perceived usefulness is the weakest one. The results suggested coefficient of determination (R2) of 0.422 that 42.20% of the variance in the dependent variable (Tourists Attitude towards Short Video Platforms) can be accounted for by the independent variables, namely perceived usefulness, perceived ease of use and perceived pleasure. Conclusion: The use of Social Media Influencers (SMIs) who demonstrate competence and the presentation of films that are both fun and user-friendly on SVPs should be the primary emphasis of Destination Marketing Organizations (DMOs) and tourist marketers for the promotion of their respective destinations.

Purpose - This study examines museums’ operations on the Shakeology platform, elucidating the characteristics of museums’ cultural consumption in relation to identity, cultural identity, value identity, and the cluster effect of certified museums. The study explores how short video platforms can serve as effective tools for cultural communication and consumption promotion. Design/Methodology/Approach - The study utilizes qualitative research to investigate how museums utilize the Shakeology platform to create a diverse content ecosystem and improve audience engagement. Data is collected through the analysis of museum activities on the platform, including content types, interaction strategies, and audience engagement. It also examines how short video platforms differ from traditional media in terms of granular information processing and community interaction. Findings - Short video platforms are more effective in communication than traditional media due to their granular information processing and community interaction. Museums that focus on Shakeology can enhance consumers’ connection to cultural heritage, optimize market positioning, and improve audience interaction. Key characteristics of cultural consumption on the platform include enhanced cultural identity, value identity, and a significant cluster effect of certified museums, leading to a richer cultural experience for audiences. Research Implications - The study holds significant implications for museums aiming to utilize modern media for audience engagement and market positioning. By understanding cultural consumption dynamics on short video platforms, museums can customize content and interaction strategies to cultivate stronger audience connections. The study suggests that museums should continue to innovate and adapt to new media trends to enhance their cultural communication efforts.

BackgroundThe complete cell count (CBC) is a fundamental diagnostic tool in clinical practice and is essential for screening and managing diseases such as anemia, infections, and malignant blood disorders. In China, a rapidly aging population and a growing burden of chronic diseases have increased the demand for accessible health knowledge resources. Short videos have now become a popular channel for medical information dissemination. Therefore, this study aimed to assess the overall quality and credibility of videos about CBC in China.ObjectiveThe aim of this study was to assess the information quality of CBC-related videos on short video sharing platforms in China.MethodsWe searched for short videos that popularize the main knowledge of CBC posted on three short video platforms in China that are currently accessed with a large amount of information: Douyin, Bilibili, and Rednote. A total of 242 relevant videos were retrieved, and we collected, processed, and analyzed the authors and basic information of all videos. The quality and reliability of their contents were assessed by using the Global Quality Score scale, the Modified DISCERN Medical Video Quality Evaluation Tool. Subsequently, short video platforms as well as video publishers were analyzed and compared descriptively as a whole. Potential correlations between general video information and video quality and reliability were analyzed by Spearman's correlation coefficient.ResultsThe quality of online videos provided by short video platforms showed a moderate level of quality (just 49.5% met the high-quality level criterion), and the completeness of their content, as well as their reliability was average (only 28.9% of videos met the reliability criterion). Further results on group comparisons showed that videos from healthcare professionals were better than those from non-healthcare professionals in terms of content comprehensiveness, reliability, and quality. Additionally, we observed a positive correlation between the production length of the video and video quality; however, there was no significant correlation between video likes and comments, etc., and video quality.ConclusionThe results of this study suggest that the overall quality and reliability of short videos about CBC-related content in current short video platforms are still significantly deficient. It is recommended that viewers should treat this content with caution. Among them, videos posted from medical personnel are more instructive. Nevertheless, video-based popularization of medical knowledge still holds promise. The overall quality and reliability of medical information shared on short video platforms can be improved by implementing appropriate strategies.

BackgroundMedical disputes are a recurrent and pressing issue in hospitals, posing significant challenges to the functioning of medical institutions. We aimed to investigate whether receiving rule of law publicity on short video platforms is relevant to preventing medical disputes among healthcare professionals.MethodsWe collected the data from 37,978 medical professionals from 130 tertiary public hospitals. Participants were classified into two groups according to the presence of receiving rule of law publicity on short video platforms. A subgroup analysis was performed before and after propensity score analysis, and multiple logistic regression was used to identify risk factors for medical disputes.ResultsAmong all participants, 46.1% (17,506/37,978) experienced medical disputes. Before propensity score analysis, the prevalence of medical disputes among participants who received rule of law publicity on short video platforms was similar to that among participants who did not (P = 0.639). However, after propensity score analysis, participants who received the rule of law publicity on short video platforms did not show a benefit effect. These participants had a significantly higher rate of suffering from medical disputes than participants who did not receive publicity on this platform (P=0.020). Multiple logistic regression analysis confirmed that receiving the rule of law publicity through short video platforms (P=0.010) or MicroBlog (P = 0.016), and previously facing legal issues outside of medical work (P < 0.001) were risk factors for medical disputes; participating in legal training organized by hospitals (P=0.004) and the hospital rule of law being very good (P=0.045) were protective factors.ConclusionMedical disputes are a common occurrence within the healthcare profession. However, using short video platforms to promote the rule of law is not an effective method to prevent disputes. Instead, healthcare professionals can benefit from participating in legal training and having a well-established rule of law within the hospital construct.

BackgroundLumbar disc herniation is a common chronic condition among working people. In China, the number of popular scientific videos on health and disease knowledge is increasing on short video platforms, but there is still a lack of sufficient research to evaluate the quality of these short videos. The main objective of this study was to evaluate the quality, reliability, and content completeness of lumbar disc herniation related videos posted on four major short video platforms in China.MethodsThe keyword “lumbar disc herniation” was entered into four major Chinese short video platforms; videos were sorted by the number of likes, and the top 100 were collected. After sifting through the collected videos, their quality was assessed using the Global Quality Score (GQS), DISCERN tool, and content completeness score.ResultsA total of 400 videos were collected from four short video platforms, Douyin, Bilibili, Kuaishou, and Xiaohongshu, leaving 384 videos after screening. The largest group of uploaders was orthopedic surgeons (24.2%), while the smallest was organizations (2.6%). For short video content, the most frequently mentioned content was treatment (83.9%), followed by diagnosis (14.8%). The average number of likes for each video was 25,998. The mean GQS score, DISCERN score and content completeness score of these videos were 2 ± 0.85, 1.71 ± 0.76, and 1.38 ± 0.76. There was little difference in content completeness among the platforms, but Douyin had higher video quality scores.ConclusionsIn summary, the overall quality scores of lumbar disc herniation-related short videos were not high. Short video quality on Douyin was higher than that of other platforms. The quality of videos posted by orthopedic surgeons was better than that posted by other groups. Short videos with a high number of likes tend to have higher GQS and DISCERN scores.

The purpose of the article discusses the consumption behaviour, influencing factors and personal factors of short video users through literature review, expert interviews and research results. Among the consumption behaviour, it studies herd mentality, blind mentality, impulsive mentality and experiential consumption. Among the influencing factors, it studies advertisements, live commerce, community effects and consumption reasons. At the same time, it also studies the influence of personal factors on short video users' consumption behaviour. Whether short video users consume in short video platform and how much does a person cost has a significant positive correlation with advertisements, live commerce, the community effects and consumption reasons; Incomes in personal factors have a positive significant influence on monthly cost; The consumption reasons in short video platforms, consuming in short video platform (TikTok), consuming in short video platform (Kwai) and advertisements on consumption behaviour significantly affect whether short video users consume. The consumption reasons and the geographic location significantly affect the monthly cost of short video users.

While short videos bring a lot of information and happiness to users, they also occupy users' time and short videos gradually change people's living habits. This paper studies the negative effects and negative emotions of users caused by using short video platforms, as well as the users' intention to continue using the short video platform when they have negative emotions. Therefore, this study uses flow theory and illusion of control theory to construct a research hypothesis model and preliminarily confirms six influencing factors, and uses sequential mixed research method to conduct quantitative and qualitative research. The results show that users' use of short video platforms will have negative emotions and negative emotions will affect users' intention to continue to use short video platforms. This study expands the breadth and depth of research on short videos and enriches the research of negative emotions on the intention to continue using human–computer interaction software. Additionally, illusion of control theory is introduced into the field of human–computer interaction for the first time, which enriches the application scenarios of control illusion theory.

This paper investigates the influence of short video platforms on the dissemination effect of film and television IP. By collecting and analyzing the data of movie box office and its short video dissemination, it is found that the three movies with higher box office have higher heat on short video platforms. From the perspective of communication subject, this paper divides short video communication into two kinds: official publicity and audience spontaneous communication. Further analysis reveals that short video platforms can enable film and TV IP to expand the scope of dissemination, maintain their popularity across media, and increase their commercial value. In the case that the content is high quality, the short video platform can keep the IP hot in a new text form. In addition, this paper also discusses the problems that need to be paid attention to in the dissemination process, like copyright management and over-publicity, and puts forward suggestions. In maintaining a balance between promoting users' free creation and copyright management, Propaganda subjects should also pay attention to the data feedback and adjust the publicity density.

With the rapid development of the Internet and mobile technology, new media short video platforms have rapidly become popular around the world and have become an important part of adolescents ‘s daily lives. Short video platforms are popular among adolescent for their rich content and strong interactivity. However, the popularity of short video platforms also brings potential impacts on the mental health of adolescents. This study aims to discuss the specific influencing factors of new media short video platforms on adolescents’ mental health. It uses a combination of questionnaire surveys and literature searches to study factors such as the frequency of adolescents’ short video use, content preferences, and interactive behaviors The results of this study show that new media short video platforms have a multi-faceted negative impact on the mental health of adolescents, mainly manifested in increased psychological stress, decreased sleep quality, and decreased academic performance. The research further concluded that when adolescents overuse short video platforms, their academic and social pressures increase significantly. In response to this type of problem, it is recommended that parents and educators provide more guidance, use short video platforms reasonably, and create a healthy online environment.