Video content engagement: activities, features, and preference construction

Abstract

This thesis examines the engagement of online video content in the digital age and explores effective strategies for enhancing video engagement. In an era where platforms like YouTube and Bilibili have become integral to information consumption, content uploaders face unprecedented competition for viewer engagement. The research addresses this challenge through two complementary studies: Study 1 synthesizes existing literature to develop a comprehensive engagement framework, identifying content features as critical drivers of engagement performance; Study 2 applies construal-level theory and perceived control literature to construct a preference framework for content engagement from a contextual perspective in informational videos. Together, these studies provide empirical insights into the factors that influence video engagement in today's digital landscape, offering valuable guidance for content uploaders navigating the attention economy.

Date of Award	15 Nov 2025
Original language	English
Awarding Institution	University of Nottingham
Supervisor	David Phang (Supervisor) & Alain Chong (Supervisor)