The impact of barrage system fluctuation on user interaction in digital video platforms: a perspective from signaling theory and social impact theory

Abstract

Purpose

In the present world of constant connectivity, the barrage system, as a system of real-time dynamic comments coupled with video content, has become a popular interactive system technology for video sharing platforms. This study investigates how barrage system fluctuation characteristics, namely, barrage fluctuation amplitude and frequency, impact user interaction.

Design/methodology/approach

The research model was estimated with a fixed-effects regression applied to a longitudinal panel dataset collected from one of the most popular video sharing platforms in China (Bilibili.com).

Findings

Barrage fluctuation frequency has positive effects on users' real-time (synchronous) barrage interaction and the traditional (asynchronous) comment interaction. Barrage fluctuation amplitude has a positive effect on users' real-time (synchronous) barrage interaction but a negative effect on traditional (asynchronous) comment interaction. In addition, the interaction effects of the barrage fluctuation frequency and the barrage fluctuation amplitude on user interaction show adverse effects.

Originality/value

The results revealed the impact of different barrage fluctuation characteristics on different forms of interaction and provide important theoretical contributions and managerial implications in terms of user interaction on video sharing platforms.

Citation

Wei, K.(S). (2023), "The impact of barrage system fluctuation on user interaction in digital video platforms: a perspective from signaling theory and social impact theory", Journal of Research in Interactive Marketing, Vol. 17 No. 4, pp. 602-619. https://doi.org/10.1108/JRIM-06-2022-0160