Promote identification or prevent expansion? The effect of uploader-viewer similarity on viewer inspiration in the context of short video community
IntroductionShort video communities have proliferated recently, opening up a new channel for the promotion of online businesses. The main challenge in marketing with short videos is how to inspire consumers.MethodsThis study employs viewer social identification and self-expansion as its entrance poi...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
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Frontiers Media S.A.
2023-03-01
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| Series: | Frontiers in Psychology |
| Subjects: | |
| Online Access: | https://www.frontiersin.org/articles/10.3389/fpsyg.2023.1120641/full |