Effect of personal branding stereotypes on user engagement on short-video platforms
Affiliation:
1. Marketing, Indian Institute of Management Calcutta, India;2. Marketing, Department of Strategy and Management, NHH Norwegian School of Economics, Bergen, Norway;3. Digital Innovation for Growth (DIG), NHH Norwegian School of Economics, Bergen, Norway;4. Marketing, Indian Institute of Management, Ahmedabad, India;1. ESCP Business School Berlin, Heubnerweg 8-10, D-14059, Berlin, Germany;2. Consultant at the Berlin-Brandenburg Statistics Office, Statistical Methods and Policy Issues Unit, Alt-Friedrichsfelde 60, 10315, Berlin, Germany;1. Business School, University of Shanghai for Science and Technology, 334 Jungong Road, Yangpu District, Shanghai, 200093, China;2. School of Economics and Management, Tongji University, 1239 Siping Road, Yangpu District, Shanghai, 200092, China;1. Hasselt University, Faculty of Business Economics, Department Marketing & Strategy, Martelarenlaan 42, 3500, Hasselt, Belgium;2. Vrije Universiteit Brussel, Faculty of Social Sciences & Solvay Business School, Department of Business, Marketing & Consumer Behaviour, Pleinlaan 2, 1050, Brussels, Belgium;3. Fairfield University, Charles F. Dolan School of Business, Department of Marketing, 1073 North Benson Road, Fairfield, CT, 06824-5195, USA;1. Business School, Foshan University, Foshan 528000, China;2. The School of Hospitality Business, Broad College of Business, Michigan State University, 667 N. Shaw Lane, East Lansing, MI 48824, USA;3. Business School, Guangdong University of Foreign Studies, China;4. Shenzhen Tourism College, Jinan University, No.6 EAST OCT Road, Nanshan District, Shenzhen, 518053, China
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.
