2024  VOLUME 4  

RESEARCH ARTICLE

The influence of bullet screen on communication effect of knowledge videos: An ELM perspective

AUTHOR

Tao Zhou, Xinjie Ma

ABSTRACT

As an important interaction method of knowledge videos, bullet screens have a significant influence on their communication effect. This research developed the research model based on the elaboration likelihood model (ELM), and collected 2843 knowledge videos and 2.93 million bullet screens in BiliBili to conduct data analysis. The results show that the amount of bullet screen information, intensity of bullet screen interaction and special bullet screen amount have a positive impact on the communication effect of knowledge videos, while the bullet screen load has a negative impact. The results suggest that knowledge video creators and platforms should cooperate to guide reasonable and effective bullet screen interaction in order to promote the communication effect of knowledge videos and achieve a competitive advantage.

KEYWORDS

Bullet screen; Knowledge video; Communication effect; Elaboration likelihood model

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