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Long-Form (Vs. Short-Form) Influencer Video Content: How Emotions Shape Online Audience Opinion: Platform-Centric Experiment Using Opinion Mining Strategies to Measure Digital Trace Data
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Orientador(es)
Resumo(s)
This study examines how emotional cues in influencers’ YouTube videos influence audience
opinions, focusing on long-form versus short-form formats. We apply Emotional Contagion
theory and opinion dynamics models, proposing that influencers’ emotional valence and
arousal, alongside audience emotions, drive opinion convergence—measured by the distance
between influencer and audience sentiment. Engagement metrics (likes, comments, views)
mediate this relationship, while parasocial relationships moderate it. Using data from 149
Brazilian Opinion Leaders (61,525 videos; 25 million comments), we employed a BERTimbau
model for valence detection and a CNN-based lexicon for arousal. We assessed parasocial
interaction via counts of “you” pronouns and verbal-immediacy indices from the LIWC
dictionary. Principal component analysis identified a latent engagement factor, and multipleregression models evaluated direct, mediating, and moderating effects. Findings show that
influencer valence and arousal reduced opinion distance in both formats, with stronger effects
in short-form videos, indicating quicker emotional alignment. Audience valence promoted
convergence in long-form videos, while audience arousal was effective in short-form content.
Engagement partially mediated audience emotions but not influenced emotions. Parasocial
Relationships amplified emotional effects in long-form videos only with “you” pronouns
measurement, while verbal immediacy had minimal impact. The study highlights a dual
mechanism: short-form videos utilize high-arousal cues for quick emotional mirroring, while
long-form videos foster parasocial bonds that gradually enhance alignment. These insights are
valuable for marketers and influencers in strategizing content length to align audience
opinions.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Marketing Intelligence
Palavras-chave
Long-form vs short-form video Opinion Leaders Emotional contagion Opinion Dynamics Parasocial Relationships Audience engagement Opinion Minning Digital Trace Data SDG 8 - Decent work and economic growth SDG 12 - Responsible production and consumption