Abstract
As media technologies and social platforms advance, users increasingly watch online videos. This study applies the video highlight detection method and the elaboration likelihood model (ELM) to examine the influence of online video highlights on users’ intention to give free virtual gifts within social media platforms. We use “coins” placed on videos as a proxy for these gifts. Our research assesses two key pathways of influence: danmukus (real-time comments alongside video content) as a central route and post-viewing comments as a peripheral route. Analyzing seven metrics of video highlight intensity, we find that four danmuku metrics and two post-viewing comment metrics significantly and positively impact users’ intention to give coins. Additionally, our results indicate that danmukus better reflect video highlight intensity compared to post-viewing comments.
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