How Video’s Color Hue Style Affects Influencers with Different Follower Size

Abstract

This research aims to investigate impact of warm hue on video audience engagement with different follower size (micro- or macro-) of influencers; besides, this study also considered saturation, brightness, and clarity in the analysis for more comprehensive understanding of the color feature impact on engagement. Using Python to collect and analyze video data from Bilibili which is the biggest video sharing and UGC platform in China (regarded as “Chinese version YouTube”). Total 7407 samples were collected, and this study used negative binomial distribution regression in SPSS since the dependent variables were over dispersed. Statistical analysis revealed that the warm hue proportion increased engagements with micro-influencers, and it decreased with macro-influencers in video data. The results also demonstrated that micro-influencer groups were significantly less engagement than macro-influencer groups. For other control variables, higher brightness, higher clarity, and longer video length had positive impact on consumer engagement, yet higher saturation had negative impact. This research proposed practical implications for both influencers and platforms.