‘I could eat a horse’: The Impact of Hyperbole on Product Sales on Short Video Platforms

2023 | International Conference on Information Systems | Citations: 0

Authors: Han, Yutong; Yin, Bowen; Ren, Fei; Gu, Bin

Abstract: ... Expand

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Topics: advertising management marketing management consumer behavior decision making Douyin

Methods: regression analysis method computational algorithm descriptive statistic natural language processing ImageNet

A two-stage prediction model based on behavior mining in livestream e-commerce

2023 | Decision Support Systems | Citations: 0

Authors: Lin, Qinping; Jia, Ning; Chen, Liao; Zhong, Shiquan; Yang, Yuance; Gao, Tong

Abstract: Livestream e-commerce has been developing at a tremendous pace in recent years. ... Expand

Abstract: Livestream e-commerce has been developing at a tremendous pace in recent years. On livestream platforms, such as Douyin, a retailer attracts viewers into the live room through short video advertising, and then streamers promote and sell products in real time. In such a scenario, an accurate prediction of traffic and sales plays an essential role in operation management, including live content strategy and inventory control. However, complex behaviors (follow, share, comment, etc.) of users and long conversion paths (from seeing the advertisement to entering the live room, and to purchasing the goods) lead to poor performance of traditional prediction methods. Additionally, few studies focus on advertising information in evaluating live room performance. Therefore, we propose a two-stage learning model for traffic and sales prediction based on behavior mining, which combines marketing models and deep learning methods. In the first stage, we integrate user behaviors before getting into the live room with short video advertising data for traffic prediction. In the second stage, based on the traditional marketing model, AIDA (Attention-Interest-Desire-Action), we design a funnel convolutional neural network (FCNN) to learn sophisticated behaviors in the live room in both time and behavior orientations, and take the predicted traffic volume as the auxiliary information for sales prediction. Extensive experiments on real-world datasets from Douyin illustrate the efficacy of our proposed method, which shows the value of fusing marketing models with deep learning techniques. Furthermore, the in-depth analysis provides practical insights into user behaviors for livestream e-commerce. Collapse

Topics: electronic commerce advertising management user behavior marketing management personality

Methods: experiment deep learning time series analysis longitudinal research convolutional neural network

Theories: management theory

It’s the Methodology For Me: A Systematic Review of Early Approaches to Studying TikTok

2022 | HICSS | Citations: 0

Authors: Kanthawala, Shaheen; Cotter, Kelley; Foyle, Kali; Decook, J. R.

Abstract: Research on TikTok has grown along with the app’s rapidly rising global populari ... Expand

Abstract: Research on TikTok has grown along with the app’s rapidly rising global popularity. In this systematic review, we investigate 58 articles examining TikTok, its users, and its content. Focusing on articles published in journals and proceedings across the domains of humancomputer interaction, communication, and other related disciplines, we analyze the methods being used to study TikTok, as well as ethical considerations. Based on our analysis, we found that research on TikTok tends to use content analysis as their primary method and mainly focus on user behavior and culture, effects of use, the platform’s policies and governance, and very few articles discuss the ethical implications of collecting and analyzing such data. Additionally, most studies employ traditional forms of data collection when the affordances of TikTok tend to differ from other social media platforms. We conclude with a discussion about possible future directions and contribute to ongoing conversations about ethics and social media data. Collapse

Topics: TikTok social media mobile application usability human computer interaction

Methods: structured literature research qualitative content analysis archival research literature sample ethnography

Theories: theory of affordance

Understanding users’ negative responses to recommendation algorithms in short-video platforms: a perspective based on the Stressor-Strain-Outcome (SSO) framework

2022 | Electronic Markets | Citations: 0

Authors: Ma, Xiumei; Sun, Yongqiang; Guo, Xitong; Lai, Kee-hung; Vogel, Doug

Abstract: AI-based recommendation algorithms have received extensive attention from both a ... Expand

Abstract: AI-based recommendation algorithms have received extensive attention from both academia and industry due to their rapid development and broad application. However, not much is known regarding the dark side, especially users’ negative responses. From the perspective of recommendation features and information characteristics, this study aims to uncover users’ negative responses to such AI-based recommendation algorithms in the algorithm-driven context of short-video platforms. Drawing on the stressor-strain-outcome (SSO) framework, this study identifies information-related stressors and examines their influence on users’ negative responses to a recommendation algorithm. The results show that such algorithms’ greedy recommendation feature induces information narrowing, information redundancy, and information overload. These information factors predict users’ exhaustion, which in turn promotes users’ psychological reactance and discontinuance intention. This study adds knowledge on the dark side of recommendation algorithms. Collapse

Topics: information overload usage intention artificial intelligence usability personalization

Methods: computational algorithm survey partial least squares regression Kolmogorov-Smirnov test statistical hypothesis test

Live streaming commerce and consumers’ purchase intention: An uncertainty reduction perspective

2021 | Information & Management | Citations: 0

Authors: Lu, Benjiang; Chen, Zhenjiao

Abstract: The fusion of live streaming and e-commerce is booming. However, it remains uncl ... Expand

Abstract: The fusion of live streaming and e-commerce is booming. However, it remains unclear how live streaming affects consumers’ purchase intention (PI) in online markets of clothes and cosmetics. On the basis of signaling theory and uncertainty literature, we propose broadcasters’ physical characteristics conveyed through vicarious product trials and values shared via instant interaction as two signals that can help reduce product uncertainty and cultivate trust for the consumers with similar physical traits and values. The analysis of survey and interview data largely supports the hypotheses. This research contributes to the literature of live streaming commerce, uncer­ tainty literature, and signaling theory. Collapse

Topics: electronic commerce live streaming platform electronic market website marketing management

Methods: survey partial least squares regression qualitative interview structural equation modeling PLS tool

Theories: signaling theory

BALANCING USER BASE AND USER STICKINESS IN PLATFORM SCALING

2019 | European Conference On Information Systems | Citations: 0

Authors: Liu, Shiyuan; Nandhakumar, Joe; Henfridsson, Ola

Abstract: Rapid user base scaling is imperative for a nascent platform venture to generate ... Expand

Abstract: Rapid user base scaling is imperative for a nascent platform venture to generate value and stand out from its competitors. However, even with rapid growth of the user base, there is no guarantee that it will come with user stickiness, that is, a capacity to stimulate extended user interactions and engagement on the platform. We refer to the risk to focus too much on the user scaling at the expense of the user stickiness as the platform scaling trap. To understand how a nascent platform business can overcome the platform scaling trap, we conducted a longitudinal multiple-case study on five short video platforms in China. In this paper, we present our research-in-progress and our anticipated contributions. Our initial findings show that the way that platforms combine digital resources impacts both the growth of the user base and user stickiness. Upon the completion of the research, this study is expected to make a contribution to the platform literature by unpacking the mechanisms of platform scaling through examining digital resource recombination strategies. Collapse

Topics: mobile application Douyin network effect information system use blog

Methods: theory development case study qualitative interview multiple case study longitudinal research