國立虎尾科技大學 |

Essays on Social Media Content Delivery and Engagement.

Record Type:	Language materials, manuscript : Monograph/item
Title/Author:	Essays on Social Media Content Delivery and Engagement./
Author:	Shen, Lucy.
Description:	1 online resource (151 pages)
Notes:	Source: Dissertations Abstracts International, Volume: 85-12, Section: B.
Contained By:	Dissertations Abstracts International85-12B.
Subject:	Home economics. -
Online resource:	click for full text (PQDT)
ISBN:	9798382783413

Essays on Social Media Content Delivery and Engagement.
Shen, Lucy.

Essays on Social Media Content Delivery and Engagement. - 1 online resource (151 pages)

Source: Dissertations Abstracts International, Volume: 85-12, Section: B.

Thesis (Ph.D.)--Harvard University, 2024.

Includes bibliographical references

This dissertation studies how social media content delivery across channels and formats affects user engagement. The first chapter investigates the effects of transience on content creation and consumption and how social media influencers can use permanent and transient channels to maximize follower engagement. Using computer vision and deep learning methods, we extract image quality and embeddings from a novel dataset of Instagram content to compare transient and permanent content and investigate how such differences affect follower engagement. The findings reveal that influencers can increase engagement by publishing more professional content in permanent channels and more personal and authentic content in transient channels.The second chapter studies how consumers perceive time when watching long-form videos vs. short-form videos. We find that viewers who successively watch a series of short-form video clips underestimate total time spent watching videos, compared to viewers who viewed the same video content and length presented as one long-form video. This time underestimation effect occurs because shorter videos naturally induce more viewer action to continue video consumption, i.e., clicking or swiping to the next video. These content-unrelated actions divert viewer attention from the actual video content, leading to lower perceptions of time spent on watching videos. Together, the findings demonstrate one explanation for the increased consumption of short-form videos in recent years: when watching short-form videos, consumers are more prone to losing track of time and spend more time than they anticipate.The final chapter concludes with an assessment of social media moving forward, specifically on the implications of GAI on influencer marketing. Incorporating interviews with an influencer and a digital talent agency, I describe AI use cases in influencer marketing as well as benefits and challenges that it poses for influencer marketing. The chapter concludes with suggested directions for future research.

Electronic reproduction.
Ann Arbor, Mich. :
ProQuest,
2024

Mode of access: World Wide Web

ISBN: 9798382783413Subjects--Topical Terms:

568501
Home economics.
Subjects--Index Terms:

Social mediaIndex Terms--Genre/Form:

554714
Electronic books.

Essays on Social Media Content Delivery and Engagement.
LDR:03417ntm a22004097 4500 001 1148652
005 20240924103900.5
006 m o d
007 cr bn ---uuuuu
008 250605s2024 xx obm 000 0 eng d
020 $a 9798382783413
035 $a (MiAaPQ)AAI31243457
035 $a AAI31243457
040 $a MiAaPQ $b eng $c MiAaPQ $d NTU
100 1 $a Shen, Lucy. $3 1474669
245 1 0 $a Essays on Social Media Content Delivery and Engagement.
264 0 $c 2024
300 $a 1 online resource (151 pages)
336 $a text $b txt $2 rdacontent
337 $a computer $b c $2 rdamedia
338 $a online resource $b cr $2 rdacarrier
500 $a Source: Dissertations Abstracts International, Volume: 85-12, Section: B.
500 $a Advisor: Ofek, Elie.
502 $a Thesis (Ph.D.)--Harvard University, 2024.
504 $a Includes bibliographical references
520 $a This dissertation studies how social media content delivery across channels and formats affects user engagement. The first chapter investigates the effects of transience on content creation and consumption and how social media influencers can use permanent and transient channels to maximize follower engagement. Using computer vision and deep learning methods, we extract image quality and embeddings from a novel dataset of Instagram content to compare transient and permanent content and investigate how such differences affect follower engagement. The findings reveal that influencers can increase engagement by publishing more professional content in permanent channels and more personal and authentic content in transient channels.The second chapter studies how consumers perceive time when watching long-form videos vs. short-form videos. We find that viewers who successively watch a series of short-form video clips underestimate total time spent watching videos, compared to viewers who viewed the same video content and length presented as one long-form video. This time underestimation effect occurs because shorter videos naturally induce more viewer action to continue video consumption, i.e., clicking or swiping to the next video. These content-unrelated actions divert viewer attention from the actual video content, leading to lower perceptions of time spent on watching videos. Together, the findings demonstrate one explanation for the increased consumption of short-form videos in recent years: when watching short-form videos, consumers are more prone to losing track of time and spend more time than they anticipate.The final chapter concludes with an assessment of social media moving forward, specifically on the implications of GAI on influencer marketing. Incorporating interviews with an influencer and a digital talent agency, I describe AI use cases in influencer marketing as well as benefits and challenges that it poses for influencer marketing. The chapter concludes with suggested directions for future research.
533 $a Electronic reproduction. $b Ann Arbor, Mich. : $c ProQuest, $d 2024
538 $a Mode of access: World Wide Web
650 4 $a Home economics. $3 568501
650 4 $a Web studies. $3 1148502
653 $a Social media
653 $a Content creation
653 $a Follower engagement
653 $a Short-form videos
653 $a Influencer marketing
655 7 $a Electronic books. $2 local $3 554714
690 $a 0310
690 $a 0338
690 $a 0646
690 $a 0386
710 2 $a ProQuest Information and Learning Co. $3 1178819
710 2 $a Harvard University. $b Business Administration. $3 1474670
773 0 $t Dissertations Abstracts International $g 85-12B.
856 4 0 $u http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=31243457 $z click for full text (PQDT)