Self-perception evolution among university student TikTok users: evidence from China

The effects of short movies on social media platforms are gaining worldwide popularity and are now attracting global academic attention. Employing self-perception theory and qualitative research methodology, the study examines the influence of short video applications (TikTok) on app-user engagement and evaluates the self-perceived cognitive psychological understanding of Chinese university students. The findings show that identity, attitude change, emotional perception, and civic engagement are the most influential aspects of Chinese youths' self-perceptions. Furthermore, the positive and negative correlated components influence the distribution of short video values. Such tactical use of personality construction contributes to the present psychological research of Chinese university students.

The status quo of short videos as a health information source of Helicobacter pylori: a cross-sectional study

Background

Health education about Helicobacter pylori (H. pylori) is one of the most effective methods to prevent H. pylori infection and standardize H. pylori eradication treatment. Short videos enable people to absorb and remember information more easily and are an important source of health education. This study aimed to assess the information quality of H. pylori-related videos on Chinese short video-sharing platforms.

Methods

A total of 242 H. pylori-related videos from three Chinese short video-sharing platforms with the most users, TikTok, Bilibili, and Kwai, were retrieved. The Global Quality Score (GQS) and the modified DISCERN tool were used to assess the quality and content of videos, respectively. Additionally, comparative analyzes of videos based on different sources and common H. pylori issues were also conducted.

Results

The median GQS score and DISCERN score was 2 for H. pylori-related videos analyzed in this study. Non-gastroenterologists posted the most H. pylori-related videos (136/242, 56.2%). Videos from gastroenterologists (51/242, 21.0%) had the highest GQS and DISCERN scores, with a median of 3. Few videos had content on family-based H. pylori infection control and management (5.8%), whether all H. pylori-positive patients need to undergo eradication treatment (27.7%), and the adverse effects of H. pylori eradication therapy (16.1%).

Conclusion

Generally, the content and quality of the information in H. pylori-related videos were unsatisfactory, and the quality of the video correlated with the source of the video. Videos from gastroenterologists provided more correct guidance with higher-quality information on the prevention and treatment of H. pylori infection.

Quality and educational content of Douyin and TikTok short videos on early screening of rectal cancer

Background and Aim

The aim of this study was to assess the quality and content of videos on Douyin and TikTok for their educational role on early screening of rectal cancer (RC).

Methods

We conducted a search for videos related to RC on the Douyin and TikTok applications on 20 April 2023. The search was conducted in Chinese on Douyin and in English and Japanese on TikTok. A sample of the first 100 videos recommended by the software was selected for each language group. The content of the videos was evaluated using a content scorecard, while the quality of the videos was assessed using DISCERN. Subsequently, we conducted two partial correlations: one between the DISCERN score and the number of likes, and another between the video content score and the number of likes.

Results

This study encompassed a total of 89 Chinese, 54 English, and 51 Japanese videos. After selection, 78 Chinese, 38 English, and 25 Japanese videos were identified to contain content related to early screening for RC, prompting further quality assessment. Notably, videos in the Chinese language showed the highest DISCERN score (P < 0.05). In terms of partial correlation analysis, it was observed that both the content score and DISCERN score did not show a significant correlation with the number of likes (P > 0.05).

Conclusion

In terms of quality score and content score, the Chinese videos on Douyin show superiority over the English and Japanese videos on TikTok. However, there is potential for improving the overall appeal of the Chinese videos.

Effects of Online Game and Short Video Behavior on Academic Delay of Gratification - Mediating Effects of Anxiety, Depression and Retrospective Memory

Objective

Learner dependence on short videos has many pitfalls for learning outcomes, but the negative effects of excessive short video use have been little discussed in the learning psychology literature. Therefore, this study investigated the effects of excessive short video use on anxiety, depression, prospective memory, and academically delayed gratification (ADOG) in relation to online gaming-related behaviours, and explored the possible mechanisms by which excessive online gaming and short video use may lead to decreased ADOG, to expand our understanding of excessive short video use.

Methods

Based on the whole class random sampling method, a questionnaire survey was conducted among college students in Northern Anhui, China from May 7 to July 27, 2022. The questionnaires included the Generalized Anxiety Disorder Scale (GAD-7), Patient Health Questionnaire Scale (PHQ-9), Prospective and Retrospective Memory (PRM) Questionnaire, and ADOG Scale.

Results

A total of 1016 participants completed the survey. The study found that of all the internet behaviors, 20.8% of the college students mainly played online games, 43.9% mainly played short videos, and 35.3% conducted other online behaviors. When compared with other internet behaviors, online gaming and short video behaviors can cause more serious anxiety/depression and worse PRM and ADOG scores. As time spent playing online games and short videos increased, anxiety and depression became worse, and the scores for PRM and ADOG also declined. Anxiety, depression, and PRM mediate the relationship between time spent on online gaming/short videos and ADOG.

Conclusion

Excessive short videos behaviour may produce the same psychological problems and learning problems as online gaming disorder. Excessive short video and online gaming behaviors may affect ADOG performance through anxiety, depression, and prospective memory. These findings could be used as a basis for future studies on the improvement of ADOG.

Examining the Persuasive Effects of Health Communication in Short Videos: Systematic Review

BACKGROUND

The ubiquity of short videos has demonstrated vast potential for health communication. An expansion of research has examined the persuasive effect of health communication in short videos, yet a synthesis of the research is lacking.

OBJECTIVE

This paper aims to provide an overview of the literature by examining the persuasive effect of health communication in short videos, offering guidance for researchers and practitioners. In particular, it seeks to address 4 key research questions: What are the characteristics of short videos, samples, and research designs in short video-based health communication literature? What theories underpin the short video-based health communication literature? What are the persuasive effects of health communication in short videos? and What directions should future research in this area take?

METHODS

Following the PRISMA (Preferred Reporting Items for Systematic Reviews and Meta-Analyses) guidelines, an electronic search of 10 databases up to March 10, 2023, generated 4118 results. After the full-text screening, 18 articles met the eligibility criteria.

RESULTS

The current research lacks a uniform definition of short videos, demonstrates sample biases in location and education, and adopts limited methodologies. Most studies in this synthesis are theoretically grounded or use theoretical concepts, which are predominantly well examined in persuasion research. Moreover, relevant topics and suitable themes are effective in persuasive health communication outcomes, whereas the impact of diverse narrative techniques remains ambiguous.

CONCLUSIONS

We recommend that future research extends the definition of short videos beyond time constraints and explores non-Western and less-educated populations. In addition, researchers should consider diverse methods to provide a more comprehensive examination and investigate the impact of audience targeting and narrative techniques in short video health communication. Finally, investigating how the unique aspects of short videos interact with or challenge traditional persuasion theories is essential.

Public's preferences for health science popularization short videos in China: a discrete choice experiment

Background

Health science popularization short video disseminates health information to the public in an understandable way about health information.

Objective

To investigate the preferences of Chinese residents for health science popularization short videos and provide suggestions for optimizing the production of short videos.

Methods

An online survey of Chinese people was conducted using a self-administered questionnaire, and a discrete choice experiment (DCE) was used to explore the public's preferences for health science popularization short videos.

Results

A total of 618 respondents were included, of which 306 (45.51%) were male and 312 (50.49%) were female, 271 (43.85%) were aged 18-25, 239 (38.67%) were aged 26-60, and 108 (17.48%) were aged 60 and above. Whether the video is charged or not (46.891%) and the account subject (28.806%) were both considered important. The results of the DCE revealed that the participants considered video free of charge as the most significant attribute of health science popularization short videos (OR 3.433, 95% CI 3.243-3.633). Overall, participants preferred and were more willing to pay for health science popularization short videos with a hospital account subject (OR 1.192, 95% CI 1.116-1.274), with the form of graphic narration (OR 1.062, 95% CI 1.003-1.126), free of charge (OR 3.433, 95% CI 3.243-3.633), with the content that satisfies their needs (very much needed: OR 1.253, 95% CI 95% CI 1.197-1.311; generally needed: OR 1.078, 95% CI 1.029-1.129), with platform certification (OR 1.041, 95% CI 1.011-1.073), without commercial advertisements (OR 1.048, 95% CI 1.018-1.080), with simple-to-understand content (OR 1.071, 95% CI 1.040-1.104), and with video content that evokes fear or dread of illness in the viewer (OR 1.046, 95% CI 1.015-1.078).

Conclusion

Participants favor free health popularization short videos, which are hospital accounts, with content that is illustrated, understandable, meets their needs, and can serve as a warning. In the future, the production of health popularization short videos should focus on improving the diversity and relevance of video content, making it as easy to understand to achieve good science popularization effects.

Content Quality of Web-Based Short-Form Videos for Fire and Burn Prevention in China: Content Analysis

BACKGROUND

Web-based short-form videos are increasingly popular for disseminating fire and burn prevention information, but their content quality is unknown.

OBJECTIVE

We aimed to systematically assess the characteristics, content quality, and public impact of web-based short-form videos offering primary and secondary (first aid) prevention recommendations for fires and burns in China between 2018 and 2021.

METHODS

We retrieved short-form videos offering both primary and secondary (first aid) information to prevent fire and burn injuries published on the 3 most popular web-based short-form video platforms in China: TikTok, Kwai, and Bilibili. To assess video content quality, we calculated the proportion of short-form videos that included information on each of the 15 recommendations for burn prevention education from the World Health Organization (WHO; P1) and that correctly disseminated each recommendation (P2). High P1 and P2 indicated better content quality. To assess their public impact, we calculated the median (IQR) of 3 indicators: the number of comments, likes, and saves as a favorite by viewers. Chi-square test, trend chi-square test, and Kruskal-Wallis H test examined differences in indicators across the 3 platforms, years, content, and time duration of videos and between videos disseminating correct versus incorrect information.

RESULTS

Overall, 1459 eligible short-form videos were included. The number of short-form videos increased by 16 times between 2018 and 2021. Of them, 93.97% (n=1371) were about secondary prevention (first aid) and 86.02% (n=1255) lasted <2 minutes. The proportion of short-form videos including each of the 15 WHO recommendations ranged from 0% to 77.86% (n=1136). Recommendations 8, 13, and 11 had the highest proportions (n=1136, 77.86%; n=827, 56.68%; and n=801, 54.9%, respectively), whereas recommendations 3 and 5 were never mentioned. Among the short-form videos that included the WHO recommendations, recommendations 1, 2, 4, 6, 9, and 12 were always disseminated correctly, but the other 9 recommendations were correctly disseminated in 59.11% (120/203) to 98.68% (1121/1136) of videos. The proportion of short-form videos including and correctly disseminating the WHO recommendations varied across platforms and years. The public impact of short videos varied greatly across videos, with a median (IQR) of 5 (0-34) comments, 62 (7-841) likes, and 4 (0-27) saves as a favorite. Short-form videos disseminating correct recommendations had larger public impact than those disseminating either partially correct or incorrect knowledge (median 5 vs 4 comments, 68 vs 51 likes, and 5 vs 3 saves as a favorite, respectively; all P<.05).

CONCLUSIONS

Despite the rapid increase in the number of web-based short-form videos about fire and burn prevention available in China, their content quality and public impact were generally low. Systematic efforts are recommended to improve the content quality and public impact of short-form videos on injury prevention topics such as fire and burn prevention.

A quality analysis of thyroid cancer videos available on TikTok

Background

Thyroid cancer (TC) is becoming an increasing public health problem worldwide. TikTok is a global video-sharing social media app, which can be a source of information on TC. However, the information quality of these videos remains unknown.

Methods

A search of TikTok was performed with the term ""and "" ("thyroid cancer" and "thyroid neoplasm" in Chinese). Videos included were independently assessed using six predefined questions for content scores and DISCERN scale for information quality, while the video popularity index (VPI) was also calculated. A correlation analysis was performed among duration, presence of animation, VPI, DISCERN scores, and content scores.

Results

A total of 56 videos were finally included, of which 49 were uploaded by physicians, 4 by health organizations, and 3 by hospitals. While 43 were real content videos, 13 were animated. The mean of DISCERN score and content score was 3.44 ± 0.72 and 5.19 ± 0.95, respectively. Good consistency was found between the two reviewers in terms of both DISCERN scores and content scores. The video duration and presence of animation were positively correlated with VPI, while DISCERN scores and content scores were not correlated with VPI.

Conclusion

The overall quality of TC-related videos was satisfactory, although the quality varies greatly depending on the type of source. Patients should be cautious when using TikTok as a source of TC-related information.

How do short videos influence users' tourism intention? A study of key factors

Background

Short videos play a key role in the process of tourism destination promotion, and attractive short videos can bring tourist flow and economic income growth to tourist attractions. Many tourist attractions in China have achieved remarkable success through short video promotion.

Purpose

The purpose of this study was to investigate the behavioral characteristics of short video users browsing short tourism videos and explore what factors of short video affected users' tourism intention. This study also compared which factors were most important in triggering users' tourism intention in marketing communication via short tourism videos in order to shed light on tourism destination strategy and facilitate adaptation to market development trends.

Methods

This study developed a conceptual model by extending the stimulus-organism-response (SOR) model with technology acceptance factors (perceived usefulness, perceived ease of use) and short video factors (perceived enjoyment, perceived professionalism, perceived interactivity) to examine users' tourism intention. A convenience random sampling technique was used to distribute the questionnaire in Chinese city of Nanjing. Four hundred twenty-one respondents participated in the questionnaire, with 395 providing valid data.

Results

The results of the SEM analysis show that all posed hypotheses (Perceived professionalism - > Telepresence, Perceived interactivity - > Telepresence, Perceived enjoyment - > Telepresence, Perceived ease of use - > Telepresence, Perceived enjoyment - > Flow experience, Perceived ease of use - > Flow experience, Telepresence - > Flow experience, Telepresence - > Tourism intention, Flow experience - > Tourism intention) are confirmed except for (Perceived usefulness - > Tourism intention), which is not confirmed.

Conclusion

The findings of this study will help fill the gap in previous research on the relationship between short video influencing factors and users' tourism intention, thus contributing to the academic research on emerging short videos and the endorsement of destinations promoted by technological innovation.

Clearness qualitative comparative analysis of the spread of TikTok health science knowledge popularization accounts

Objective

This study analyzed the popularity of TikTok health knowledge popularization accounts with the objective of creating a template for accounts suited to widely disseminating information, thereby enhancing the public's access to health knowledge on a broader scale.

Methods

This study is based on 40 Chinese TikTok short video accounts that were active from February to April 2022 and were engaged in health science popularization. Data were validated by structured calibration using three qualitative anchors. It employs the "content-context" and the elaboration likelihood models as the theoretical framework. A qualitative comparative analysis is used to explore the factors affecting the popularity of this type of account mechanism.

Results

Among the nine variables involved in the calculation, one reached 0.909091, demonstrating that the number of followers was both a necessary factor and a condition for the popularity of short health science video accounts. There were 16 paths in the complex solution with a consistency of 1, and their overall coverage reached 0.878788, indicating that approximately 87% of the cases could be explained. From the spread of the content and communication situation, professional medical knowledge, current hot topics, professionals, and serious issues were the most likely combinations for rapid spread. From the perspective of the central and edge paths, "likes" exceeding 100,000 and fans exceeding 1 million were essential combinations.

Conclusions

The dissemination of medical knowledge has gained significant traction, especially with regard to trending and popular topics. When it comes to the tone of communication, a serious style proved effective in fostering what can be termed "hot communication." From the standpoint of central and peripheral paths, it is crucial that the number of likes in the past month and the total number of fans surpass 100,000 and one million, respectively.

Why time flies? The role of immersion in short video usage behavior

Background

Short videos are becoming increasingly popular globally, and users are devoting more time to viewing them. However, few studies have examined the characteristics of short video content and the technical features that are related to media use. The present study developed a model to explore the influence of technological affordances on short video usage and considered innovation in terms of format, setting, and content.

Method

A total of 496 viewers of short videos from China were surveyed. The participants completed 31 Likert-scale items. The study used maximum likelihood estimation modeling.

Results

The results revealed that perceived novelty and content value (entertainment and irritation) affected immersion positively, consequently influencing intentions for reuse and recommendation. The ease of navigating an application, narrative structure, and information value had no significant effect on immersion.

Conclusion

These findings have confirmed that perceived situation affordance and the affective affordance of short videos in digital environments that are managed by intelligent algorithms. It is necessary to analyze the potential impact of different affordances specifically.

Short video users' personality traits and social sharing motivation

Purpose/significance

Studying the correlation between short video users' personality traits and their sharing motivation can enrich the theoretical research on social sharing motivation and provide a reference for short-video content management and platform construction.

Methods/process

Based on uses and gratifications theory and personality traits theory, a structural model affecting short-video users' sharing motivations was proposed. A total of 579 valid questionnaires were collected from a social network, and the proposed hypotheses were tested using SPSS and Amos software.

Results/conclusion

The results show that the personality traits of short-video users affect their sharing motivation and that their specific sharing motivation also differ due to their personality traits. At the same time, the research results also confirm the Matthew effect of "the rich getting richer" and the social compensation effect of "the poor getting richer" in the context of social platforms that host short videos.

Exploring the effect of use contexts on user engagement toward tourism short video platforms

With tourism short video platforms' increasingly fierce competition, retaining existing users and improving engagement has taken on greater theoretical and practical significance. Based on the self-system model of motivational development, this study, involving an empirical analysis of 252 user data samples, establishes a research model to determine how the use contexts affect users' psychological process and finally lead to behavioral engagement. In particular, four use contexts of tourism short video platforms are proposed-namely, information acquisition, leisure and entertainment, attention obtainment, and social interaction. Different use contexts differ in the degree to which they satisfy users' three psychological needs, thus influence their attitudinal engagement and behavioral engagement. The research results can provide theoretical and practical references on how to improve user engagement toward tourism short video platforms.

The effect of a short, animated story-based video on COVID-19 vaccine hesitancy: A study protocol for an online randomized controlled trial

Introduction

Exposure to a high volume of vaccine misinformation on social media can have a negative effect on vaccine confidence and rates. To counteract misinformation, we designed a collage of three short, animated story-based (SAS) videos to convey scientifically informed and accessible information about COVID-19 vaccine applicable to a social media context.

Methods and analysis

We will conduct an online randomized controlled trial primarily to: (1) determine the effectiveness of SAS videos in improving COVID-19 vaccine knowledge; (2) evaluate the effectiveness of SAS videos in increasing behavioral intent for COVID-19 vaccination; and (3) quantify people's interest in watching SAS videos about the COVID-19 vaccine. We also aim to identify barriers and facilitators to COIVD-19 vaccinations that have been shown to minimize vaccine hesitancy between vaccinated and unvaccinated populations. Using a web-based recruitment platform, a total of 10,000 adults from the United States will be recruited and randomly assigned to (1) a SAS video collage arm, (2) an attention placebo control video arm, or (3) no intervention arm (1:1:1). Furthermore, we will measure behavioral intent to obtain information on vaccination regarding COVID-19. At the end of the trial, participants randomized to arm 2 and arm 3 will be given the option of watching one of the intervention videos voluntarily to assess participant engagement with SAS videos. Finally, we will assess individual factors associated with vaccine hesitancy - hope, optimism, COVID-19 perceived risks and benefits, self-efficacy, perceived social norms, and trust - and compare vaccinated and unvaccinated participants across the three arms.

Discussions

Evidence-based information from official channels can be complex and inaccessible to the general public, whereas false information on social media is frequently shared in brief postings, images, or videos that can easily reach the general public, thereby rapidly disseminating (mis-)information. To avoid the spread of misinformation, social media may be used to deliver evidence-based and emotionally compelling information in a readily accessible format in order to pre-empt misinformation. Our findings may help inform future SAS efforts addressing COVID-19 and other important public health challenges.

Ethics and dissemination

The study was approved by the Heidelberg University Hospital's Ethics Committee (S-163/2022). The trial was registered with German Clinical Trials Register (www.drks.de) on 5 January 2022: number DRKS00027938. Findings of the study will be published in peer-reviewed scientific publications and possibly presented at scientific conferences.

What Are the Effects of Short Video Storytelling in Delivering Blockchain-Credentialed Australian Beef Products to China?

Short videos have become the most-liked medium for Chinese consumers to learn about a brand’s products or services. This paper assesses how short video storytelling shapes Chinese consumers’ perceptions towards blockchain-credentialed Australian beef and their willingness to pay (WTP). A controlled experiment with a one-minute short video was implemented in an online survey. Respondents in the treatment group watched the video before filling out the survey, whereas respondents in the control group did not. The paper analyses and compares the empirical results from local (n = 76) and foreign (n = 27) consumers. Results illustrate that the short video, as part of our food communications, positively shapes consumer perception towards meat quality, labelling and traceability trust of Australian beef but has only slight or even negative effects on WTP. This could be due to the short video offering consumers a sense of supply chain visibility but not delivering the right messages to meet their expectation of blockchain credentials. Furthermore, short video storytelling effects vary among consumers with different socio-economic characteristics. Our results posit that short video storytelling can be a useful tool in communicating blockchain-credentialed food products but require the design of a tailor-made storytelling experience for diverse consumers.

The Relationship Between the Use of Mobile Social Media and Subjective Well-Being: The Mediating Effect of Boredom Proneness

Objective

This study took users of short-form mobile videos as research participants to explore the role of their boredom proneness in mediating the relationship between the use of mobile social media (UMSM) and subjective well-being (SWB).

Methods

A sample of 656 users was evaluated by the Problematic Mobile Social Media Usage Assessment Questionnaire, General Well-Being Schedule, and Boredom Proneness Scale.

Results

Firstly, significant interactions were found between monthly living expenses and the UMSM of the participants, which were recognized as factors affecting SWB. Secondly, the level of living expenses had little effect on the high-level and low-level groups of the UMSM but imposed a significant impact on the medium-level group. Thirdly, the UMSM showed an influence that could positively predict boredom; both the UMSM and boredom demonstrated a negative predictive effect on SWB.

Conclusion

The findings indicate that the inappropriate use of mobile social media negatively affects users' subjective well-being; boredom partially mediated the relationship between the use of mobile social media and SWB.

Health Advertising on Short-Video Social Media: AStudy on User Attitudes Based on the ExtendedTechnology Acceptance Model

The rapid development of short-video social network platforms provides us with an opportunity to conduct health-related advertising and recommendation. However, so far, there are no empirical evidence on whether users are willing to accept health-related short-video advertisements. Here, acceptance refers to purchase intention, meaning that users will read short-video ads, share ads with others, or even open the product link embedded in ads to purchase the product. In this paper, we make the first attempt to model and quantify user acceptance of health-related short-video advertisements. Particularly, we propose a new research model that enhances the Technology Acceptance Model (TAM) with two new designs. First, we propose four new antecedents including social interaction, intrusiveness, informativeness, and relevance into the original TAM to reflect the features of short-video social networks. Second, we introduce two mediator variables including perceived usefulness and attitude so that we can better study how different factors affect user acceptance of health-related short-video ads. We perform a survey on the Internet and conduct an empirical analysis of the surveyed data. The results show that the four antecedents as well as the perceived ease of use have significant influences on perceived usefulness, attitude, and purchase intention. Further, perceived usefulness plays a valid mediating role in attitude and purchase intention. We also found that users’ perceived ease of use on health-related short-video ads cannot significantly predict users’ attitudes toward ads. This is a new finding in social media-oriented ads. Finally, we integrate the empirical findings and present reasonable suggestions for advertisers and marketers to promote health-related short-video ads.