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http://dx.doi.org/10.22693/NIAIP.2022.29.3.082

Why Do Users Participate in Hashtag Challenges in a Short-form Video Platform?: The Role of Para-Social Interaction  

Li, Yi-Qing (Yonsei University, School of Business)
Kim, Hyung-Jin (Korea Institute of Industrial Technology, Korea National Industrial Convergence Center)
Lee, Ho-Geun (Yonsei University, School of Business)
Publication Information
Informatization Policy / v.29, no.3, 2022 , pp. 82-104 More about this Journal
Abstract
One of the interesting social phenomena in short-form video platforms is the hashtag challenge wherein ordinary users are encouraged to create by imitating short viral videos on a particular theme. Despite the increasing popularity of hashtag challenges, theoretical discussion on related user behavior is still very insufficient. In this study, we attempted to examine the impact of micro-influencers in order to understand users' willingness to participate in hashtag challenges. For this purpose, the para-social interaction theory and imitation behavior literature were adopted as key theoretical basis. In an empirical investigation using 243 survey data from TikTok users, our study found that a user's illusion of intimacy with a micro-influencer (i.e., para-social interaction) had significant positive impact on the intention to participate in a hashtag challenge. This study also showed that the degree of para-social interaction in a short-form video platform was determined by both media content-related factors and media character-related factors (i.e., content attractiveness, physical attractiveness, and attitude homophily). Our work in this study provided significant theoretical and practical implications on how to leverage micro-influencers for the success of hashtag challenges in a short-form video platform.
Keywords
hashtag challenges; short-form video platform; para-social interaction; imitation behavior; TikTok;
Citations & Related Records
Times Cited By KSCI : 4  (Citation Analysis)
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