Research On The Influencing Factors Of Resonance From The Uploader Brand Of Bilibili

In the era of platform economy,as one of the types of platform economy,short video platforms have attracted more and more content creators with their unique new form of lowthreshold employment.There is a huge competition among content creators on the platform.As content creators,uploaders do a good job in personal brand positioning and form uploader brand to trigger brand resonance,which is to obtain users’ attention resources in a sustainable way.Brand resonance is conducive to enhancing user stickiness,increasing the frequency of users’ brand reuse,and achieving the purpose of retaining users.Therefore,it is of great importance for content creators in Bilibili and the platform itself to obtain traffic dividends to study the influencing factors of uploader brand resonance.In order to study the influence of video factors on the resonance of uploader brand,this paper starts with video quality and video characteristics to explore the influencing factors of uploader brand resonance.First of all,the video title,video duration,push time,views,likes and other data of the head uploaders in the 16 partitions of Bilibili are collected as the data set of the study.Then,according to the data characteristics,the ridge regression model is established for regression analysis to study the influence of video quality and video characteristics on brand resonance.Aiming at the emotional rendering effect of fans on ordinary users,the moderating effect of the number of fans is analyzed.The results show that the number of collections and the number of coins in the video quality have significantly positive effects on the dimensions of behavioral loyalty,attitude attachment,community belonging and active involvement of brand resonance.The title sentence pattern in the video features has a significantly positive impact on the behavioral loyalty dimension of brand resonance,the creation form has a significantly positive impact on the attitudinal attachment dimension of brand resonance,and the video duration has a significantly negative impact on the behavioral loyalty,attitudinal attachment and active involvement dimensions of brand resonance.Push time has a significantly positive impact on the behavioral loyalty,attitude attachment and active involvement dimensions of brand resonance.The number of fans plays a moderating role in the influence of the number of collections,the number of coins,the form of creation,the video duration and the push time on the dimensions of brand resonance behavioral loyalty,attitude attachment,community belonging and active involvement.The number of fans plays a moderating role in the impact of title sentence structure on the dimensions of brand resonance behavior loyalty,community belonging and active involvement,but has no moderating role in the impact of brand resonance attitude attachment.Finally,suggestions are put forward from the three aspects of video quality,video characteristics and the moderating effect of the number of fans,in order to improve the uploader brand,win more user attention resources and form brand resonance.