Exploring Influencing Factors Of Video Dissemination In Bilibili Healt Sections

The rapid development of video platforms made it one of the main markets for Internet users.With the enrichment of life,citizens are paying more attention to personal health.Some individuals have begun to absorb health knowledge through videos on video platform to improve personal health literacy.Previous researches for video dissemination were mostly based on qualitative research methods and limited quantitative research methods such as questionnaires and text analysis.There have been few researches with comprehensive analysis of image and text features on video dissemination.Therefore,this research explores the impact of text and image features to the dissemination of videos in the health section on video platforms.First,on the basis of innovation diffusion theory and 5W communication model,this research proposes the research model to explore the impact of complexity,observability and trialability on video dissemination,analyzes features from video headline and cover image,and identifies the corresponding measurement to each construct in the research model.This research expands the application of innovation diffusion theory and enriches the research on video dissemination,and provides a new theoretical perspective for content dissemination research with the innovation diffusion theory and 5W communication model.Second,this research takes Bilibili as research background,collects data of video headline text and cover image,as well as view counts,and analyzes the data with qualitative and quantitative research,including text analysis based on dictionary matching and image recognition based on deep learning.This research utilizes text analysis and deep-learning-based image recognition,which provides feasible solutions for batch processing of data in social media studies with both textual and image data,and explores the impact of images,which fills the gaps in the analysis of image features in relevant research.Third,with empirical analysis,this research verifies the i mpact of headline text and cover image features of videos on the effect of its dissemination,and explores the moderating effect of the number of fans of the bloggers.Results shows complexity(object complexity)has a negative impact on the dissemination of videos,while the pixel complexity has a positive impact.Observability(text-alike logos in cover image,headline text length)has a positive impact on the video dissemination.Trialability(headline professionality,headline sentence pattern)has a positive impact on the video dissemination.Text features have a stronger impact than image features.The number of fans of the bloggers has partial moderating effects.The results provide guidance for the operation of the video bloggers and video platform designers.