Video Posts Research Articles

The Impact of Short Video Platform Marketing Strategies on Consumer Purchase Intentions: A Case Study of International Sportswear Brands

Social networking platforms have continued to evolve and expand their online shopping capabilities in recent years, and among these applications, short video platforms (e.g., TikTok, Instagram, etc.) have been one of the most influential and promising categories in the last five years. In order to study how the marketing methods of short video platforms work, this article explores and discusses the marketing methods of international sportswear brand Adidas on the Shakeology platform in a targeted way through a case study model, including short video posting, online shopping link homepage, and live streaming room. From the content of the case study, this paper concludes that the marketing channels of the short video platform can be categorized into three main ways: the release of short videos of the official public number, the advertisement videos of bloggers of the same category, and the promotion in the live broadcasting room. The degree of effectiveness of these channels is often closely related to consumers’ purchasing tendencies. Typically, advertising videos as well as live-streaming pitches will pinpoint potential consumer groups through big data, and consumers make subjective judgments of interest in the video content based on psychosocial effects. Throughout the process, recognizing consumer needs is an essential focus for marketing success.

Climate Change Skeptics and the Power of Negativity

ABSTRACTClimate change is a polarized topic on social media in the U.S. Actors who advocate climate change as scientific fact, or tout it as a conspiracy, both post videos on YouTube. Both kinds of videos can receive millions of views and thousands of comments. Given the polarized nature of the topic, we might expect a high degree of vitriolic speech in the comments around the videos. Previous Twitter studies would also suggest significant differences in the networks made from the interactions of such comments and replies. This study focuses on these comments and replies in an effort to understand the nature of discourse surrounding climate change believer and skeptic videos. Our hope is to extend the existing literature studying scientific communication around climate change, which to our knowledge hasn't specifically compared discussions around both climate change believers or skeptics on YouTube. Results show most users only comment on other users that align with their own perspectives about climate change, and express positive sentiment toward them. Our study also finds that the more negative the users' comment, the more connections they have with other users. These findings indicate further investigations of climate change social activities on YouTube.

A Structured Social Media Health Support Program after Bariatric Surgery.

Social media networks have been found to provide emotional, instrumental, and social support, which may contribute to improved adherence to postbariatric surgery care recommendations. This study aimed to evaluate the impact of an online social media-based, health care professional-led, educational and support program on patients' long-term engagement with and adherence to follow-up guidelines, self-care recommendations, and weight management after bariatric surgery. An observational cohort study, employing mixed methods, accompanied a 12-week interactive, structured, social media psychoeducational intervention program delivered on Facebook. Program participants, who had undergone one bariatric surgery within the past 1 to 7 years and were at least 18 years old at the time of surgery, were invited to join the program via posts online. Interested individuals were provided information about the program and the accompanying evaluation study, and those who met requirements completed study questionnaires before and after the program. Questionnaires included demographic and anthropometric information; postoperative recommendations received and their clarity and implementation; attitudes toward recommendation adherence; and well-being. Daily system data on program engagement were collected from the Facebook website. Of the 214 participants enrolled in the program, 101 (80.2% female, mean age 43.8 ± 9.1 years and mean body mass index 30.2 ± 6.8 kg/m2, 1-7 years after bariatric surgery) completed both baseline and end-of-program questionnaires and were included in the analysis. Following the program, improvements were observed in most aspects of participants' adherence to postoperative recommendations and well-being. Close to half of the participants (44.6%) reported reaching their postoperative target weight at the end of the program or maintaining it throughout the program. Video posts drew higher participant engagement than other media, and content about proteins received the highest number of reactions. However, participants' active engagement gradually declined over time. Interactive health support on social media can positively enhance patient engagement, adherence to treatment recommendations, health outcomes, and overall well-being.

Optimalisasi Media Sosial Youtube sebagai Media Berwirausaha

YouTube is a website that allows people to upload and exchange videos. YouTube is an effective social media platform for companies to introduce their products through video content. YouTube is developing into an effective tool for business. YouTube offers live broadcasts of product or service demos, YouTubers can record and post videos about the offers they want, and these offers can attract clients. With millions of videos produced every day, YouTube social media has a good chance of getting videos seen, so you have the opportunity to succeed in online business using YouTube media. Another advantage of social media is that YouTube can improve their marketing techniques and gain a better understanding of their audience by using the analytical tools that YouTube offers. Therefore, YouTube serves as an important tool for doing business online, besides being a place to share YouTube videos. Considering the background information provided, optimizing YouTube social media aims to motivate and improve the abilities of Dawis mothers who want or are currently entrepreneurship in utilizing YouTube as an online business medium. Mrs. Dawis can improve viewers' understanding and retention of knowledge by producing more visually interesting informational material or videos on YouTube. People are more likely to understand and retain knowledge when it is presented on YouTube in an original and engaging way. Therefore, optimizing social media is needed to help Dawis mothers develop their capacity to produce interesting and successful YouTube videos. Thus, Dawis women can use YouTube as a platform for online commerce and entrepreneurship more effectively. This community service aims to optimize the use of YouTube social media as an entrepreneurial tool for Dasa Wisma (Dawis) women in Amposari Village, Pedurungan District, Semarang City. This program was implemented by the Community Service (PKM) team from the Muhammadiyah Semarang Institute of Statistics and Business Technology in March 2024. This activity included theoretical and practical training involving 25 participants from various RTs in the village. The methods used include interviews, discussions, lectures, and questions and answers, with the aim of exploring online business ideas and improving the entrepreneurial spirit of participants

Greek political leaders on TikTok: crafting visual bonds in election and non-election times

Through social media platforms (SMPs), politicians share professional, personal, and even private information in an effort to connect with both influential personalities and ordinary individuals. Specifically, politicians’ use of TikTok can be seen as a strategy to generate “visual flows” of professional, personal, and private moments aimed at crafting visual bonds with TikTok users. This research comparatively analyzes how the leaders of the three largest political parties in Greece -New Democracy, SYRIZA, and PASOK-Kinal- shape their public images through TikTok video posts. The analysis covers their activity on the platform from its inception until mid-March 2024 (March 15, 2024), including the recent double general elections held in Greece in late May and late June 2023. The study explores how Greek politicians use TikTok, with a focus on platform-specific strategies that convey authenticity and intimacy to users. It also compares communication tactics across political leaders and electoral periods, integrating the findings with previous research on Instagram. The communication strategies that seek to enhance the “ordinariness” aspect of politicians appear to have a significant positive effect on viewer engagement with TikTok videos, while the presentation of political activities appears to have a negative correlation to user engagement. Overall, this research aims to contribute to the literature by offering a nuanced understanding of how politicians utilize TikTok to shape their public image, engage with audiences, and navigate the complexities of digital communication in the political sphere.

Examining the impact of an online educational video on the contraceptive knowledge, awareness and choices of young women living in rural and remote Australia

ObjectiveTo assess whether an online educational video, tailored to young women living in rural and remote areas, increases their contraceptive knowledge, preference for and uptake of long-acting reversible contraception (LARC). Study DesignA single group pre-post survey design, in which participants completed the pre-video survey (S1), watched the 13-min video, then completed a survey immediately after (S2) and 6 months later (S3). Outcomes were analysed using McNemar tests and multivariate logistic regression. ResultsA total of 153 participants watched the video and completed S1 and S2; 56 % of these completed S3. Prevideo (S1) 33 % of participants were unaware of LARC methods. Only 3 % rated their knowledge about every method as high. Knowledge improved immediately post video (S2) for all methods (aOR 12.5, 95 % CI 5.2 to 29.8) and LARC methods (aOR 7.9, 95 % CI 4.3 to 11.8). Overall method preference for LARC increased from 23.5 % (n = 36) at S1 to 48 % (n = 74) at S2. Likelihood of using a LARC increased at S2 (aOR 2.1, 95 % CI 1.5 to 2.9). The overall proportion of participants using a LARC increased from 18 % at S1 to 21 % at S3, however, this increase was not significant (p = 0.3). ConclusionOur findings underscore the effectiveness of tailored online educational videos in enhancing contraceptive knowledge and preference for LARCs amongst young women living in rural and remote areas. However preference did not translate into uptake, suggesting that structural and other barriers may be prominent. ImplicationsThis study emphasises the need for a multifaceted approach to facilitating young womens’ access to effective methods of contraception, including LARC. Efforts to promote knowledge should be coordinated with place-based initiatives and policies that directly address the structural barriers to accessing critical sexual and reproductive health services unique to women in rural and remote areas.

EXPRESS: The Impact of Physicians’ Short Video Posts on Consumers’ Virtual Visits

Amid fierce competition in the telemedicine industry, physicians increasingly utilize short videos and online healthcare content to attract new consumers. Nevertheless, the effectiveness of this approach remains unclear. To address this, the authors examined short video posts from 679 physicians alongside corresponding consumer virtual visits over 32 weeks. Findings indicate that the quantity of short video posts and the medical jargon used in their videos positively impact consumers’ virtual visits. Notably, the effect of video quantity is more pronounced for physicians with more followers and those specializing in chronic diseases. However, a higher follower count weakens the effect of medical jargon, and videos with more medical jargon serve as substitutes for telemedicine channels, resulting in a non-significant effect for physicians specializing in chronic (vs. acute) diseases. The authors draw on information processing theory to elucidate the underlying mechanism. Empirical evidence suggests that video quantity has an informative effect, leading to increased virtual visits via homepage traffic on telemedicine platforms, while medical jargon yields a persuasive effect, enhancing virtual visits through consumer likes.

Enhancing TikTok Account Performance with Data Pattern Identification

TikTok is a social media platform widely used to share information through short videos to achieve goals and interests in business, education, politics, government, and personal existence. Every activity on this platform is recorded and presented privately to each account owner. However, this data has not been utilized optimally to improve account performance. This research aims to offer a data analysis concept that integrates statistical and machine learning approaches to identify data patterns in each user's data collection, enabling the improvement of account performance. The approach utilizes Linear Regression, k-means, and Decision Tree methods. The results obtained show that the concept of identifying data patterns in TikTok account data has successfully developed a predictive model for video posts that can potentially increase total viewership, video plays, and audience engagement. This is achieved through optimizing video components such as captions, text, hashtags, sound genre, and video type. The outcome yielded a classification model that can predict capable component content to enhance account performance.

Patient perspectives on vasectomy: findings from a TikTok® content analysis.

Social media is increasingly used as a platform for patients to explore health care information. Our objective was to study the content on TikTok® in order to gain insight into the perspectives shared by the public on vasectomy. A search was performed using the hashtag ´#vasectomy´ on 12.20.2023 and the top 100 video posts from persons self-identifying as patients were included. Using an adaptation of a previously published system, a framework was created for organising and categorising the data related to vasectomy. Domains covered included reason for vasectomy, complications, vasectomy as a controversial topic in society and reference to the 2022 Dobbs v. Jackson ruling. Most content originated from the United States (85.0%) and the median number of views per video was 261 200 (interquartile range (IQR) 8416-1 800 000). In 12.0% of posts, the individual clearly stated that they were under 30 years of age. Two of the commonest topics to be addressed in the videos were recovery (41.0%) and pain (40.0%). 30.0% discussed the reason for undergoing vasectomy. Reasons included women's rights (12%), safety over tubal ligation (5.0%) and desire to be childless (4.0%). 9.0% referred to the Dobbs v. Jackson ruling. Complications were discussed in 19.0% including vasectomy failure (12.0%). 23.0% contained factually incorrect medical information. 31.0% of videos included the user voicing that vasectomy was considered to be a controversial subject. More than half of the videos (61.0%) were positive regarding the vasectomy process. Our findings reveal that vasectomy receives very high engagement on social media. This study confirms that patients do use it to share their experiences, both positive and negative. Misconceptions regarding this contraception method are common among the public and the urological community should work to address this.

Use Of Language Variations On Tiktok Social Media In Generation Z

This article reviews how the use of Indonesian language in TikTok social media through several accounts of young people in generation Z. Where this tiktok media is used as a means to display his identity as a slang young person in social media with the use of language variations that are sociolect language variations. This study aims to determine the use of language used by generation Z young people in every upload of TikTok video posts, captions used and comments made by netizens. This research uses a method with a type of literature study research which is then used for data collection. Based on the results of the study, it can be concluded that the analysis of the use of language variations on TikTok social media of generation Z young people found several language variations such as acrolec variations, vulgarity, slang, colloquial, jargon, and ken in several posts, captions and in the comment column. Caused by two factors, namely internal factors and external factors. In internal factors, language variation is formed through phonological and morphological processes. The external factors behind the use of language variations are informal or informal speech situations, the age of TikTok users who are still dominated by teenagers, the goals to be achieved by speakers, and differences in education and work levels.

Mixing Codes in Comments on Youtube Video Posts Debate for Presidential and Vice Presidential Candidates for the 2024 Election

This February, Indonesia will hold a democratic party to elect members of parliament and the president. Of course, the political and national atmosphere became warm with various political ripples and upheavals occurring, including political campaign activities, both political party campaigns and campaigns for Presidential and Vice Presidential Candidates. Various attributes and activities of political campaign speeches are interesting to study from various aspects, including the aspect of language use. This research aims to identify forms of code mixing found in KompasTV YouTube comments. This research method uses a descriptive method with a qualitative approach. The data for this research are comments from internet users (netizens) that researchers observed through screenshots from the comments column on the KompasTV YouTube channel. The data comes from the comments column of the KompasTV YouTube channel which contains elements of code mixing. Data collection techniques use listening, note-taking and documentation techniques. Data were analyzed using the Mills and Huberman model through the stages of data identification, data reduction, data analysis, and data presentation. Based on the research results, it was concluded that the code mixing that many netizens do in the comments column occurs at the word level. This is very possible because comments in word form are simpler, more practical and "to the point".

Implementation of Social Media for Marketing of The Jungle Waterpark, Bogor

Social media today is an important part of business, to be used as a medium for marketing their products and also to reach a wider target market. The Jungle Waterpark located in Bogor, West Java, Indonesia, is a water park that offers many attractions and adequate facilities. This research aims to explore how The Jungle Waterpark utilizes social media as their marketing strategy. This type of research is qualitative, using qualitative descriptive analysis. Data collection was carried out by direct observation and data collection from social media accounts such as Facebook, Instagram, Twitter, TikTok, and YouTube owned by The Jungle Waterpark. The results showed The Jungle Waterpark makes excellent use of social media platforms. Their photo and video posts include, product promos, sharing information, interesting content, and much more. However, their YouTube social media account needs a better improvement, because some of the content on their YouTube account is not as updated as their other social media platforms.

The Impact of Information Quality, Picture Post Quality, and Video Post Quality on Brand Advocacy: A Study of Gili Labak Tour Services Instagram Accounts

This research analyzes Brand Advocacy on the Instagram accounts of Gili Labak Tour Services, with Information quality, Picture post quality, and Video post Quality as independent variables. Customer engagement is used as an intervening variable. A sample of 200 respondents was taken from 5 Instagram accounts of Gili Labak tour services. Data was collected through questionnaires. Analysis was conducted using Partial Least Square through Smart PLS 3. The results show that Information quality has a negative influence on brand advocacy, while picture post quality has a positive and significant effect on brand advocacy. Video post quality also has a positive and significant effect. Customer engagement mediates the relationship between Information quality, picture post quality, and video post quality, on brand advocacy. Video post quality has a greater strength in enhancing customer engagement and brand advocacy compared to picture post quality, the managers of the Gili Labak tourism account need to increase the number of video content compared to image content, as video posts are currently preferred by followers.

Digital nomads in destination marketing

PurposeThe objective of this paper is to determine the impact of digital nomads on destination marketing.Design/methodology/approachThe article was designed using a six-layer research onion. The research design was developed with an interpretive paradigm using an inductive multi-qualitative approach.FindingsAccording to the results obtained, it was found that digital nomads play an important role in destination marketing and are effective in creating intentions to visit destinations.Originality/valueThe study reveals a methodologically different approach to the theme by analysing multi-qualitative data. The theoretical contribution of the article is that it shows that digital nomads' YouTube video posts regarding destinations are more effective on other digital nomads and those who want to become digital nomads.

Promoting the Hidden Paradise of Likupang through Digital Marketing

Likupang is located on the northern coast of North Sulawesi and has been designated as a super-priority tourist destination. It is surrounded by clear waters, white sandy beaches, green hills, and consists of several small islands. The development of the tourism sector in Likupang increases the region's revenue generated from tourist visits. However, the number of tourists visiting North Sulawesi decreased dramatically during the period of the Covid-19 outbreak, and slightly increased in the transition period, still far below the outbreak. The use of digital marketing communication can be maximized as an effective promotional tool to reach a wider audience. The purpose of this study is to describe the use of digital marketing communication to build destination image in order to attract tourists to visit Likupang. The method used is qualitative research with data collection techniques through observations, documentation study, and interviews with several informants including local government officials, the private sector, as well as tourists. The research results show that the use of digital marketing communication, especially through social media platforms such as Instagram and YouTube, plays a significant role in promoting Likupang. However, the official tourism department websites of the government provide very limited information about the tourism sector. In addition, visual content, particularly photo and video posts, can enhance the attractiveness of the destination and build destination image by featuring the beauty and uniqueness of the coastal scenery, islands, hills, and tourist activities, which become strong attractions for tourists visiting Likupang.

디지털 미디어 이용자들의 대북한 인식 분석을 통한 평화리터러시 구축 방안 모색

The purpose of this study is to explore ways to build Peace Literacy aimed at unification through the MZ generation's perception of North Korea on the TikTok platform. Unification education must change appropriately depending on the ones being educated and the times. The MZ generation, who grew up in a diverse digital media environment, has an increasing tendency to perceive North Korea as another country rather than as a nation, and the contents of video posts and comments also do not properly view and recognize North Korea. While many video posts introduce daily life in North Korea, comments express vague fears about war. The MZ generation is accustomed to using digital media to understand the world and solve social problems. Therefore, in order to educate the MZ generation about building peace on the Korean Peninsula, digital media should be used as an educational tool. For building Peace Literacy using digital media, first, objectivity must be guaranteed. Second, there must be a change in educational tools. Third, we need to think about what to teach. Peace Literacy with these components will enhance the ability to read, understand, and express(write) the international situation surrounding the Korean Peninsula. It is believed that the Peace Literacy program using digital media will be helpful in establishing unification policy and unification education program because it can be expanded not only to public education in schools but also to adolescents and young adults outside of school.

Effect of biophilic shopping environments featuring Christmas trees on perceived attentional and mental fatigue: A national study

The Mayo Clinic and the American Psychiatric Association recognize that many people experience stress around the holidays. For example, households with children, people living alone, etc. during the Christmas holiday might be feeling mentally fatigued or maybe they simply want to improve their mental state. We aimed to investigate the extent to which Christmas tree shopping environments that include real trees in the outdoors (a common type of biophilic store design) provide opportunities to help them recover from mental and attentional fatigue (derived from Attention Restoration Theory) when compared to artificial indoor tree displays. A nationwide online survey (n=1208, 45 questions, and two video evaluations) was used to compare real-time and post video evaluations of outdoor displays of real Christmas trees with indoor displays of artificial Christmas trees using two measures of overall perceived restorative quality. The key finding indicates that real/outdoor trees have a higher perceived restorative quality (real-time video evaluation p <.05 and post-video evaluation p <.001). Although the fascination ratings for artificial/indoor tree ratings were significantly higher (p <.01), it had a much weaker effect than real trees (less than half) on overall restorative quality. That is, although indoor artificial trees were more fascinating, it appears to be the kind of “hard” fascination that does not contribute nearly as much to restoration when compared to the “softer” fascination associated with real trees. The positive effect of coherence (e.g., orderly tree displays) and scope (e.g., perception of depth and spaciousness) on overall restorative quality that was perceived by respondents was greater for real/outdoor tree displays. These larger effects were measured in a multivariate multiple regression model but also identified in most of the peak restorative moments during the video evaluation.

Patient experiences and perceptions of kidney stone surgery: what lessons can be learned from TikTok?

The aim of this study was to perform an evaluation of patient experiences and perceptions regarding kidney stone surgery on the social media platform TikTok. An increasing number of the public use social media (SoMe) as a platform to share their views regarding their experiences related to surgical treatment. Using the hashtag #kidneystonesurgery, the 100 most recent video posts as of 01.01.2024 on TikTok were included. As well as demographic data such as gender and location, thematic content was also collected. To achieve this, a previously published framework was used and adapted for application in the setting of kidney stone surgery. This was piloted on 20 sample videos to assess its feasibility before revision and establishment of the final framework. This included the following key areas: Pain, Complications, Anxiety, Recovery, Return to work, Finances, Treatment delays, Diet and Prevention and stent complaints. The majority of posts (95%) were from North America, 80% by females and the mean number of video views was 92,826 (range: 261-2,000,000). 76% of the videos discussed ureteroscopy (URS). 49% were filmed at the hospital, which was named in 9% of the videos. Top three topics discussed were: Recovery (65%), pain (62%) and stents (55%). This was followed by anxiety (39%) and complications (24%). 12% of these videos uploaded by lay people included basic medical information that was wholly incorrect. More than half of the posts (51%) were negative in tone. Treatment delays (5%) and a lack of sufficient preoperative information (4%) were also raised, that appeared to contribute to the negative reports. However, the main cause for negative tone owed to the 80% of the patients (n = 44) who discussed stents that focused their video on the pain suffered from the post operative stent. There is a high level of usership and engagement on TikTok on the subject of kidney stone surgery. The proportion of negative videos is high and much of this is related to the bothersome stent symptoms and complications. This could easily lead to misperceptions among potential patients about the true burden of such adverse events.

Modeling protective action decision-making in earthquakes by using explainable machine learning and video data

Earthquakes pose substantial threats to communities worldwide. Understanding how people respond to the fast-changing environment during earthquakes is crucial for reducing risks and saving lives. This study aims to study people’s protective action decision-making in earthquakes by leveraging explainable machine learning and video data. Specifically, this study first collected real-world CCTV footage and video postings from social media platforms, and then identified and annotated changes in the environment and people’s behavioral responses during the M7.1 2018 Anchorage earthquake. By using the fully annotated video data, we applied XGBoost, a widely-used machine learning method, to model and forecast people’s protective actions (e.g., drop and cover, hold on, and evacuate) during the earthquake. Then, explainable machine learning techniques were used to reveal the complex, nonlinear relationships between different factors and people’s choices of protective actions. Modeling results confirm that social and environmental cues played critical roles in affecting the probability of different protective actions. Certain factors, such as the earthquake shaking intensity and number of people shown in the environment, displayed evident nonlinear relationships with the probability of choosing to evacuate. These findings can help emergency managers and policymakers design more effective protective action recommendations during earthquakes.

Cripping Girlhood on Service Dog Tok

This article explores how disabled girl handlers crip girlhood on service dog tok, the emergent subculture on TikTok comprised of disabled handlers who upload and post videos about their everyday life in partnership with a service dog. Looking at the TikTok accounts and self-representational practices of three disabled girl handlers—Ava of @avaandcheddar, Claire of @rosie.the.sd, and Lexy of @muslimservicedogmom28—this article traces how their videos evince an audio–visual representation of interspecies intimacy, a becoming with, that complicates the familiar story of the disabled girl handler/service dog dyad that one might see or scroll past online—one of rehabilitative exceptionalism, disability disavowal, and chrononormative understandings of girlhood. On service dog tok, Ava, Claire, Lexy, and their service dogs broadcast the quotidian and move against a service dog sentimentalism that seeks to depoliticize disability and the relationship between disabled handlers and their service dogs. Their videos produce and circulate a nuanced understanding of interdependence, care, and ableism forged via the mutual entanglement with their service dogs. Ultimately, this article argues that disabled girl handlers on service dog tok upend what we think we know about disabled girls and girlhoods, recasting the meanings ascribed to their bodyminds, experiences, and their relationships with their service dogs in their own terms.