{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,2,8]],"date-time":"2026-02-08T04:31:22Z","timestamp":1770525082832,"version":"3.49.0"},"reference-count":73,"publisher":"MDPI AG","issue":"1","license":[{"start":{"date-parts":[[2023,2,23]],"date-time":"2023-02-23T00:00:00Z","timestamp":1677110400000},"content-version":"vor","delay-in-days":0,"URL":"https:\/\/creativecommons.org\/licenses\/by\/4.0\/"}],"funder":[{"DOI":"10.13039\/501100001809","name":"National Natural Science Foundation of China","doi-asserted-by":"publisher","award":["71702109"],"award-info":[{"award-number":["71702109"]}],"id":[{"id":"10.13039\/501100001809","id-type":"DOI","asserted-by":"publisher"}]},{"DOI":"10.13039\/501100001809","name":"National Natural Science Foundation of China","doi-asserted-by":"publisher","award":["SZ2020C009"],"award-info":[{"award-number":["SZ2020C009"]}],"id":[{"id":"10.13039\/501100001809","id-type":"DOI","asserted-by":"publisher"}]},{"name":"Philosophy and Social Science Foundation of Shenzhen","award":["71702109"],"award-info":[{"award-number":["71702109"]}]},{"name":"Philosophy and Social Science Foundation of Shenzhen","award":["SZ2020C009"],"award-info":[{"award-number":["SZ2020C009"]}]}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["JTAER"],"abstract":"<jats:p>An emerging online social interaction feature, Danmu, which overlays viewer comments on online videos, has become increasingly popular on video-sharing platforms. Danmu comments may have a social impact on potential viewers\u2019 behavior and thus have important implications for online video consumption. Drawing on Social Impact Theory, this paper explores how Danmu comments affect both viewers\u2019 viewing behavior and engagement behavior in online esports videos. Our results reveal that Danmu comments consistently improved the number of views of esports videos. Danmu comments also positively influenced the level of viewer engagement, but the size of this impact was smaller than that on viewers\u2019 viewing behavior. Moreover, Danmu comments played a greater role in viewers\u2019 viewing behavior of full-length competitive esports matches than that of video clips. Finally, Danmu comments\u2019 differential impacts on viewers\u2019 engagement behavior between full-length matches and video clips vary by esports games.<\/jats:p>","DOI":"10.3390\/jtaer18010023","type":"journal-article","created":{"date-parts":[[2023,2,23]],"date-time":"2023-02-23T03:56:58Z","timestamp":1677124618000},"page":"441-456","update-policy":"https:\/\/doi.org\/10.3390\/mdpi_crossmark_policy","source":"Crossref","is-referenced-by-count":10,"title":["The Social Impact from Danmu\u2014Insights from Esports Online Videos"],"prefix":"10.3390","volume":"18","author":[{"given":"Fan","family":"Li","sequence":"first","affiliation":[{"name":"China Center for Special Economic Zone Research, Shenzhen University, Shenzhen 518061, China"}]},{"ORCID":"https:\/\/orcid.org\/0000-0003-0320-1476","authenticated-orcid":false,"given":"Wenche","family":"Wang","sequence":"additional","affiliation":[{"name":"Sport Management, School of Kinesiology, University of Michigan, Ann Arbor, MI 48109, USA"}]},{"ORCID":"https:\/\/orcid.org\/0000-0001-8506-2646","authenticated-orcid":false,"given":"Weiqing","family":"Lai","sequence":"additional","affiliation":[{"name":"China Center for Special Economic Zone Research, Shenzhen University, Shenzhen 518061, China"}]}],"member":"1968","published-online":{"date-parts":[[2023,2,23]]},"reference":[{"key":"ref_1","unstructured":"Nielsen., U.S. (2018, August 27). 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