The Impact of Danmaku Ritual Types on User Digital Engagement in Video-Based Social Media: The Moderating Role of Influencer Types and Domains

Abstract

With the rapid development of online video platforms, danmaku rituals have not only become an important means of audience participation and interaction but also a key link in building a network cultural community and strengthening group identification. Based on this, this study explores the impact of danmaku rituals as a form of virtual social ritual on user digital engagement. Grounded in the theory of interaction ritual chains, the research categorizes danmaku rituals into two types: influencer-focused danmaku rituals (centered on content creators, emphasizing emotional connections) and information-focused danmaku rituals (focused on video content, prioritizing knowledge sharing). Using a mixed-methods approach, including secondary data analysis from Bilibili and three online experiments, the study finds that influencer-focused danmaku rituals significantly enhance user digital engagement by fostering positive social emotions and group identification. Furthermore, influencer type (human vs. virtual) and influencer domain (single vs. multiple) significantly moderate the effects of danmaku rituals, with human influencers or single-domain contexts amplifying the positive impact of danmaku rituals. The theoretical contribution of this study lies in extending the theory of interaction ritual chains to digital environments, providing a new framework for understanding virtual social rituals. Practically, the research offers strategic recommendations for platforms to optimize danmaku features, for brands and creators to enhance user engagement, and for virtual communities to strengthen cohesion, highlighting the critical role of danmaku rituals in reshaping digital social experiences.