计算机科学
多媒体
在线视频
录像
学习分析
消费(社会学)
在线学习
分析
数据科学
社会科学
社会学
作者
Mi Zhou,George H. Chen,Pedro Ferreira,Michael D. Smith
出处
期刊:Social Science Research Network
[Social Science Electronic Publishing]
日期:2021-01-01
摘要
Video is one of the fastest growing online services offered to consumers. The rapid growth of online video consumption brings new opportunities for marketing executives and researchers to analyze consumer behavior. However, video also introduces new challenges. Specifically, analyzing unstructured video data presents formidable methodological challenges that limit the current use of multimedia data to generate marketing insights.To address this challenge, the authors propose a novel video feature framework based on machine learning and computer vision techniques, which helps marketers predict and understand the consumption of online video from a content-based perspective. The authors apply this frame- work to two unique datasets: one provided by MasterClass, consisting of 771 online videos and more than 2.6 million viewing records from 225,580 consumers, and another from Crash Course, consisting of 1,127 videos focusing on more traditional education disciplines.The analyses show that the framework proposed in this article can be used to accurately predict both individual-level consumer behavior and aggregate video popularity in these two very different contexts. The authors discuss how their findings and methods can be used to advance management and marketing research with unstructured video data in other contexts such as video marketing and entertainment analytics.
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