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Essays on Social Media Content Delivery and Engagement
Essays on Social Media Content Delivery and Engagement
상세정보
- 자료유형
- 학위논문 서양
- 최종처리일시
- 20250211151353
- ISBN
- 9798382783413
- DDC
- 640
- 저자명
- Shen, Lucy.
- 서명/저자
- Essays on Social Media Content Delivery and Engagement
- 발행사항
- [Sl] : Harvard University, 2024
- 발행사항
- Ann Arbor : ProQuest Dissertations & Theses, 2024
- 형태사항
- 151 p
- 주기사항
- Source: Dissertations Abstracts International, Volume: 85-12, Section: B.
- 주기사항
- Advisor: Ofek, Elie.
- 학위논문주기
- Thesis (Ph.D.)--Harvard University, 2024.
- 초록/해제
- 요약This 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.
- 일반주제명
- Home economics
- 일반주제명
- Web studies
- 키워드
- Social media
- 키워드
- Content creation
- 기타저자
- Harvard University Business Administration
- 기본자료저록
- Dissertations Abstracts International. 85-12B.
- 전자적 위치 및 접속
- 로그인 후 원문을 볼 수 있습니다.
MARC
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■006m o d
■007cr#unu||||||||
■020 ▼a9798382783413
■035 ▼a(MiAaPQ)AAI31243457
■040 ▼aMiAaPQ▼cMiAaPQ
■0820 ▼a640
■1001 ▼aShen, Lucy.▼0(orcid)0009-0000-0003-7557
■24510▼aEssays on Social Media Content Delivery and Engagement
■260 ▼a[Sl]▼bHarvard University▼c2024
■260 1▼aAnn Arbor▼bProQuest Dissertations & Theses▼c2024
■300 ▼a151 p
■500 ▼aSource: Dissertations Abstracts International, Volume: 85-12, Section: B.
■500 ▼aAdvisor: Ofek, Elie.
■5021 ▼aThesis (Ph.D.)--Harvard University, 2024.
■520 ▼aThis 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.
■590 ▼aSchool code: 0084.
■650 4▼aHome economics
■650 4▼aWeb studies
■653 ▼aSocial media
■653 ▼aContent creation
■653 ▼aFollower engagement
■653 ▼aShort-form videos
■653 ▼aInfluencer marketing
■690 ▼a0310
■690 ▼a0338
■690 ▼a0646
■690 ▼a0386
■71020▼aHarvard University▼bBusiness Administration.
■7730 ▼tDissertations Abstracts International▼g85-12B.
■790 ▼a0084
■791 ▼aPh.D.
■792 ▼a2024
■793 ▼aEnglish
■85640▼uhttp://www.riss.kr/pdu/ddodLink.do?id=T17161417▼nKERIS▼z이 자료의 원문은 한국교육학술정보원에서 제공합니다.
