live_comments

This study aims to examine how and why moment-to-moment (MTM) comments affect consumers’ responses to performance-based digital engagement, as well as the interaction role of live comments and ads embedded among online short-form videos on it. Regression models and natural language processing (NLP) were employed to analyze moment-to-moment unstructured data collected from a large Chinese online live platform - Bilibili (2081 videos).本研究旨在探究逐时刻（moment-to-moment，MTM）评论如何及为何会影响消费者对基于绩效的数字互动的响应，同时剖析嵌入于该平台在线短视频中的实时评论与广告所发挥的交互作用。本研究采用回归模型与自然语言处理（Natural Language Processing，NLP）技术，对从中国大型在线直播平台哔哩哔哩（Bilibili）采集的2081条视频的逐时刻非结构化数据展开分析。