Harmonizing Sight and Sound: The Impact of Auditory Emotional Arousal, Visual Variation, and Their Congruence on Consumer Engagement in Short Video Marketing
Abstrak
Social media influencers strategically design the auditory and visual features of short videos to enhance consumer engagement. Among these, auditory emotional arousal and visual variation play crucial roles, yet their interactive effects remain underexplored. Drawing on multichannel integration theory, this study applies multimodal machine learning to analyze 12,842 short videos from Douyin, integrating text analysis, sound recognition, and image processing. The results reveal an inverted U-shaped relationship between auditory emotional arousal and consumer engagement, where moderate arousal maximizes interaction while excessively high or low arousal reduces engagement. Visual variation, however, exhibits a positive linear effect, with greater variation driving higher engagement. Notably, audiovisual congruence significantly enhances engagement, as high alignment between arousal and visual variation optimizes consumer information processing. These findings advance short video marketing research by uncovering the multisensory interplay in consumer engagement. They also provide practical guidance for influencers in optimizing voice and visual design strategies to enhance content effectiveness.
Topik & Kata Kunci
Penulis (5)
Qiang Yang
Yudan Wang
Qin Wang
Yushi Jiang
Jingpeng Li
Akses Cepat
- Tahun Terbit
- 2025
- Bahasa
- en
- Total Sitasi
- 11×
- Sumber Database
- Semantic Scholar
- DOI
- 10.3390/jtaer20020069
- Akses
- Open Access ✓