Effect of personal branding stereotypes on user engagement on short-video platforms

Zihan Wei, Mingli Zhang and Tong Qiao

Journal of Retailing and Consumer Services, 2022, vol. 69, issue C

Abstract: The emergence of short-video platforms offers individuals an opportunity to build personal branding. This study selected two personal brandings on Bilibili.com, Li Ziqi and HuaNong Brothers, to explore the differences in the effect of personal branding stereotypes on user engagement on short-video platforms. We first identified the perception of users based on the Stereotype Content Model, then adopted regression models to construct the relationship between personal branding stereotypes and user engagement. The results show that perceived warmth exerts a more significant influence on user emotional engagement, while perceived competence impacts more on user cognitive and behavioral engagement. Moreover, we find the live comments’ sentiment moderates these effects. This research provided references for individuals and managers to benefit from personal brandings.

Keywords: Personal branding stereotypes; User engagement; Text analysis (search for similar items in EconPapers)
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (5)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:69:y:2022:i:c:s0969698922002144

DOI: 10.1016/j.jretconser.2022.103121

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