Purpose

This study aims to uncover the underlying mechanism between the time length of We-media videos and customer satisfaction (CS)/participation (CP) based on experiential marketing theory.

Design/methodology/approach

Two datasets were collected from Bilibili; 308 data were used with bootstrapping for multiple linear regressions (MLR) to test the hypotheses, and 2,670 data were used for structural equation modelling (SEM) to verify robustness.

Findings

Videos’ time length acts as both a price and provision element of experiential marketing. As a price element, its linear term affects CS negatively but CP positively. As a provision element, its quadratic term affects CS positively but CP negatively.

Practical implications

Marketing management personnel and video creators at Bilibili could optimise videos’ time length as suggested. We-media video platforms should encourage high-quality videos with sufficient time lengths to improve CS. Video creators could balance CS and CP, as suggested.

Originality/value

This research proposed platform, provision, price and propagation as experiential marketing elements concerning experiences in online virtual encounters. It found CS was affected positively by provision but negatively by price, whereas the opposite is true for CP. Time length affects CS/CP as both a price and provision element, which may explain the neglect of significant relationships between the time length and marketing performances of videos.

中文翻译：

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时长作为自媒体视频体验营销要素的双重效应

目的

本研究旨在基于体验营销理论揭示自媒体视频时长与顾客满意度（CS）/参与度（CP）之间的内在机制。

设计/方法论/途径

两个数据集是从 Bilibili 收集的；使用 308 个数据进行多重线性回归 (MLR) 的自举来检验假设，并使用 2,670 个数据进行结构方程建模 (SEM) 以验证稳健性。

发现

视频的时间长度既是体验式营销的价格要素，也是供应要素。作为价格要素，其线性项对 CS 产生负面影响，但对 CP 产生正面影响。作为准备元素，其二次项对 CS 产生正向影响，但对 CP 产生负向影响。

实际影响

哔哩哔哩的营销管理人员和视频创作者可以按照建议优化视频时长。自媒体视频平台应鼓励优质、时长充足的视频，以提高CS水平。视频创作者可以按照建议平衡 CS 和 CP。

原创性/价值

这项研究提出了平台、供应、价格和传播作为与在线虚拟遭遇体验相关的体验式营销元素。研究发现，CS 受到准备金的正向影响，但受到价格的负向影响，而 CP 的情况恰恰相反。时长作为价格和供应因素影响 CS/CP，这可能解释了视频时长和营销绩效之间的重要关系被忽视的原因。