摘要
社交媒体影响者依靠情感联系来维持和发展他们的衰落，并对品牌有价值。然而，到目前为止，还没有研究定量研究影响者在视频帖子中使用的面部表情和字幕文本中的情感通过喜欢、评论和帖子的观点对消费者参与度的影响。基于消费者品牌参与、社区心理意识和面部展示的行为生态观，本研究使用社交媒体分析、面部表情分析和计算语言分析来评估由著名的微型、宏观和巨型影响者母亲发布的402条视频帖子的情感物质，即InstaMoms，作为Instagram影响者的典范。研究发现，使用的情绪数量和特定的离散情绪对参与度有有意义的影响，追随者的数量和品牌的存在都显著有助于更有力地理解这种关系。确定并讨论了理论和实践意义。
Abstract
Social media influencers rely on emotional connection to maintain and grow their fallowings and have value for brands. To date, however, no research has quantitatively examined the impact of emotion in the facial expressions and caption text that influencers use in their video posts on consumer engagement through likes, comments, and views of posts. Grounded in consumer brand engagement, psychological sense of community, and the behavior ecology view of facial displays, this study uses social media analytics, facial expression analysis, and computational linguistic analysis to assess the emotional substance of 402 video posts by prominent micro-, macro-, and mega-influencer mothers, known as InstaMoms, as exemplars of Instagram influencers. The study identifies that the amount of emotion used and specific discrete emotions have a meaningful influence on engagement, and both follower count and presence of branding saliently contribute to a more robust understanding of the relationship. Theoretical and practical implications are identified and discussed.
NETL
NSTL
Sage