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To address this research gap, this study proposes a comprehensive framework drawing on social presence theory and information overload theory. The framework aims to explain how the effectiveness of danmaku in increasing user engagement changes over shorter time intervals.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Design\/methodology\/approach<\/jats:title><jats:p>A research model was proposed and empirically tested using data collected from 1,019 movies via Bilibili.com, one of China\u2019s most popular danmaku video platforms. A time-varying effect model (TVEM) was used to examine the proposed research model.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Findings<\/jats:title><jats:p>The study finds that the volume of danmaku and its valence exert a time-varying influence on user engagement. Notably, the study shows that danmaku volume plays a more substantial role in determining user engagement than danmaku valence.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Originality\/value<\/jats:title><jats:p>This research offers theoretical insights into the dynamic impact of danmaku on user engagement. The innovative conceptualization and measurement of user engagement advance research on pseudo-synchronous communication engagement. Furthermore, this study offers practical guidelines for effectively managing danmaku comments on online video platforms.<\/jats:p><\/jats:sec>","DOI":"10.1108\/intr-06-2023-0479","type":"journal-article","created":{"date-parts":[[2024,8,5]],"date-time":"2024-08-05T12:22:24Z","timestamp":1722860544000},"page":"771-797","source":"Crossref","is-referenced-by-count":8,"title":["Constant or inconstant? 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