Research On The Factors Affecting User Churn In Short Video Social Media

With the rapid development of mobile intelligent terminals and the increase of network speed,short-video social media has experienced explosive user growth in the world in recent years.Major Internet giant operators have entered the short-video social media field.In the fierce competition,they should not only pay attention to user growth,but also importantly avoid user churn.In this context,in order to explore the influencing factors of short-distance video social media user uninstalling,the objective data of a short-video social media user operating in India is analyzed.The research results have great theoretical and practical significance for increasing user stickiness and reducing the probability of users unloading churn.Combining the relevant domestic and foreign literatures,this paper takes social media participation as the basic framework for studying the influencing factors of short-lived social media users' unloading loss.The random experiment is conducted for the push message to conduct causal exploration.Finally,the existing influencing factors are used for survival analysis and discussion.The effect of each influencing factor on the user's survival time in short video social media.Different from the previous subjective questionnaire method for studying user loss,this paper obtains the objective data generated by 104862 users in a short video social media platform operated in India for 93 days,and analyzes the influ encing factors from objective data.The study found that content consumption,content production,social participation,and social leaders in social media participation have a significant impact on the loss of user uninstallation.Content production has th e greatest positive effect on user retention,and social participation has a negative correlation with user retention.The negative experience that users get in short-video social media has a significant negative impact on user retention.In random experiments,this information stimulus for push messages has a reverse effect on the probability of user retention.In the survival analysis,the influence of each influencing factor on the survival time is basically consistent with the impact of the retention probability.This paper uses objective data to study user churn;use social media participation framework to do user churn analysis;break the inherent impression that push messages are positively correlated with user retention;use survival analysis to verify the correlation between each influencing factor and user lifetime.In theory,this research will open up ideas for future research,guide the research direction of research that needs to be studied.In practice,it is better to guide how to reduce the probability of user uninstallation,increase the probability of user retention and retention time,and provide an effective operation strategy for short video social media platforms.