{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2025,10,10]],"date-time":"2025-10-10T01:17:07Z","timestamp":1760059027205,"version":"build-2065373602"},"reference-count":74,"publisher":"MDPI AG","issue":"2","license":[{"start":{"date-parts":[[2025,5,15]],"date-time":"2025-05-15T00:00:00Z","timestamp":1747267200000},"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":["71972060","24YJA630143"],"award-info":[{"award-number":["71972060","24YJA630143"]}],"id":[{"id":"10.13039\/501100001809","id-type":"DOI","asserted-by":"publisher"}]},{"name":"Ministry of Education of Humanities and Social Science","award":["71972060","24YJA630143"],"award-info":[{"award-number":["71972060","24YJA630143"]}]}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["JTAER"],"abstract":"<jats:p>Unlike static comments, which are typically located below online videos, live comments affect consumers\u2019 video-watching experiences in real time and may influence their evaluation of the video in distinct ways. Despite the significance of live comments, few studies have explored the differentiated effects of live comments vs. static comments on user evaluation of online videos. Utilizing a dataset comprising approximately two million pieces of textual data from a leading Chinese online video platform, our findings reveal substantial differences between the effects of live and static comments, with these effects varying by video type (informational versus emotional) and showing notable changes during health threats. This study examines the differential impact of live vs. static comments, providing empirical evidence for distinct information processing pathways under varying time constraints. Our results shed light on the underlying mechanisms responsible for the diverse effects of different forms of social interaction, offering valuable theoretical insights. They also have managerial implications regarding how online video platforms can facilitate engagement among viewers and between video creators and their audiences.<\/jats:p>","DOI":"10.3390\/jtaer20020102","type":"journal-article","created":{"date-parts":[[2025,5,15]],"date-time":"2025-05-15T06:10:44Z","timestamp":1747289444000},"page":"102","update-policy":"https:\/\/doi.org\/10.3390\/mdpi_crossmark_policy","source":"Crossref","is-referenced-by-count":0,"title":["Live vs. Static Comments: Empirical Analysis of Their Differential Effects on User Evaluation of Online Videos"],"prefix":"10.3390","volume":"20","author":[{"ORCID":"https:\/\/orcid.org\/0009-0005-9466-9331","authenticated-orcid":false,"given":"Di","family":"Huo","sequence":"first","affiliation":[{"name":"Business School, Harbin Institute of Technology, Harbin 150001, China"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Peng","family":"Zou","sequence":"additional","affiliation":[{"name":"Business School, Harbin Institute of Technology, Harbin 150001, China"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"ORCID":"https:\/\/orcid.org\/0009-0009-6550-3905","authenticated-orcid":false,"given":"Yingchao","family":"Lu","sequence":"additional","affiliation":[{"name":"School of Management, Seoul School of Integrated Sciences and Technologies, Seoul 03767, Republic of Korea"}],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"1968","published-online":{"date-parts":[[2025,5,15]]},"reference":[{"key":"ref_1","doi-asserted-by":"crossref","unstructured":"Djamasbi, S., Hall-Phillips, A., Liu, Z.Z., Li, W.T., and Bian, J. 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