Analysis of Factors Influencing Communication Popularity Based on Short Video Information Sources: Audience Trust as a Mediated Research Review

다국어 초록 (Multilingual Abstract)

Purpose – In the online environment, the group definition, marginal scope, and transmission methods of short video creators and audiences have all changed, but the centrality of the audiences’ essence will not change. Their thinking characteristics and behaviors ultimately determine the influence of digital products spread in the network. This paper attempts to explore the relationship between audience trust and communication mechanism from the source of information: the trust or suspicion generated by the creator’s identity type information, and explore its influence on the popularity of communication.
Design/Methodology/Approach – We systematically reviews the connotation and extension of audience trust in online media, definition and characteristics of network identity, the disclosure of creator identity types, character setting, authentication and supervision of identity, and communication popularity.
Findings – The interaction between short video media and audience includes: information dissemination, value judgment and emotional transmission. Audience trust plays a bridge and check position in the dissemination of short video media, which determines the survival and development of short video media. These contents can provide short video creators with basic information that can effectively affect user behavior, provide them with a basis for decisionmaking in the creation process, increase audience trust, and improve the popularity and effectiveness of media communication.
Research Implications – It provides a new research perspective for influencing user identification, social recommendation and other fields.