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Publicação
Exploring users’ behavior with fitness videos on YouTube and TikTok: A comparative study
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Autores
Resumo(s)
Exploring the relationships between social media platforms' characteristics, user motives, and
outcomes is scarce. This study compares YouTube and TikTok while exploring the impact of video
duration and ad irritation on purchase intentions and parasocial interaction mediated by
entertainment, information-seeking, and wishful identification. To test the proposed hypotheses, two
survey samples were collected from YouTube (n=274) and TikTok (n=142) fitness influencers' followers.
The data was analyzed using partial least squares – structural equation modeling. The findings reveal
that video duration significantly impacts all user motives on YouTube, whereas, on TikTok, only
information-seeking and wishful identification were influenced. Surprisingly, ads irritation does not
appear to influence user motivations on either platform. Additionally, all user motives are found to
impact parasocial interaction. On the contrary, only information-seeking on YouTube impacts purchase
intentions. Social media influencers and marketers must be aware of the video length and provide
informational content and trustworthiness to ensure user engagement, sustained interest, and
parasocial interaction.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and Analytics
Palavras-chave
Fitness social media influencers User motives Parasocial interaction Purchase intention Video duration SDG 3 - Good health and well-being SDG 8 - Decent work and economic growth SDG 17 - Partnerships for the goals