How doctor image features engage health science short video viewers? Investigating the age and gender bias

作者：Yingsi Tan, Shuang Geng, Li Chen, Lang Wu · 发表于：Industrial Management & Data Systems · 年份：2023 · DOI：10.1108/imds-08-2022-0510 · 被引用次数：16 · 研究领域：Media Influence and Health、Social Media in Health Education、Consumer Behavior in Brand Consumption and Identification

Purpose Short-form health science videos have become an important medium for disseminating health knowledge and improving public health literacy. However, the factors that determine viewer engagement are not well understood. This study aims to address this research gap by investigating the association between doctor image features and viewer engagement behavior, building on the personal branding theory and information signaling theory. Design/methodology/approach A sample of 1245 health science short-form videos was collected, and key video features related to doctor images were extracted through manual labeling. Multi-variable regression analysis and SPSS process model were employed to test the hypotheses. Findings The results show that doctor image features are significantly associated with viewer engagement behavior. Videos featuring doctors in medical uniforms receive more viewer likes, comments and shares. Highlighting the doctor's title can increase viewer collections. Videos shot in a home, white wall, or study room setting receive more like, comments and sharing. The doctor's appearance demonstrates a positive nonlinear relationship with viewer likes and comments. Young doctors with title information tend to attract more video collections than older doctors with title information. The positive effect of the doctor's appearance and showing title information, become more significant among male doctors. Originality/value This research provides novel insights into the fac...