A.

Review of Related Research Literature:

Empirical results:
XXX with
Conceptualizat
antecedents or
Empirical Theory/Model/ ion of XXX +
Name of the study Original Model outcomes;
Setting Hypotheses Measurement
moderators and
of XXX
mediators

influencers are
paid to create
and
conduct an
H1: Social media disseminate
empirical
brand posts that content that Influencer
analysis
Adrian Waltenrath, include influencer promotes endorsements,
based on
Christoph Brenner, endorsements are products or while increasing
real
and Oliver Hinz. associated with brands, they engagement, can
Facebook
Some Interactions higher online store typically negatively impact
posts
Are More Equal performance maintain online store
published
Than Others: The compared with highly performance.
over 1.5
1 Effect of Influencer similar unendorsed personal, close This suggests
years
Endorsements in social media brand parasocial that engagement
conduct a
Social Media Brand posts relationships driven by the
randomized
Posts on H2: Engagement that with their influencer, rather
online
Engagement and is associated with audience. In than the product
experiment
Online Store endorsements addition, itself, may be
(N = 305)
Performance translates to online marketers use less effective in
that mimics
store performance toinfluencers as driving sales
the field
a lesser extent. endorsers
study
within their
own, brand-
owned content

1,038 social H1a High media Media

Hamidreza Shahbaznezhad,
media posts richness (video Richness
the effectiveness
Rebecca Dolan, and Mona and format) positively Theory is a
of social media
Rashidirad. The Role of 1,336,741 stimulates active widely known
content on users’
2Social Media Content and 95,996 engagement theory of
engagement is
Format and Platform in fan likes behavior. H1b Low media use
moderated by
Users’ Engagement and media richness which has
content context
Behavior comments, (photo format) been applied to
positively stimulatesmultiple fields
respectively
 passive engagement
behavior. H2 Social
media engagement
behavior varies
depending on the
social media
platform
H3 The relationship
between the presence
of rational social
media content and
social media
engagement behavior
is moderated by the
(a) format and (b)
platform of the
content. H4 The
based on
relationship between
Facebook
the presence of
and
emotional social
Instagram
media content and
social media
engagement behavior
is moderated by the
(a) format and (b)
platform of the
content. H5 The
relationship between
the presence of
transactional social
media and social
media engagement
behavior is
moderated by the (a)
format and (b)
platform of the
content
 A conceptual
framework is
proposed to
depict the A business being
determinants responsive and
H 1. The volume of
of customer active on the
online managerial
engagement social media can
responses is
behaviour. It is facilitate
positively associated
argued that interactions
with the future
business between
volume of customer
responsiveness customers and
reviews.
(measured by firms, which can
H 2. The speed of
response attract, encourage
responding is
volume, speed and stimulate
positively associated
Adrian Waltenrath, and length), online users,
with the future
Christoph Brenner, online especially
a large- volume of customer
and Oliver Hinz: popularity potential
scale fieldreviews.
Being Active in (i.e., the reviewers, to
dataset ofH 3. The length of
Online number of engage in online
3 hotel online managerial
Communications: reviewers), reviewing and
reviews and response is positively
Firm Responsiveness and hotel communications.
managerial associated with the
and Customer characteristics Strategic
responsesfuture volume of
Engagement that may affect participation in
customer reviews.
Behaviour service quality online
H 4. The effects of
and customer communications
responsiveness
satisfaction can potentially
(response volume,
(e.g., star create leading
speed and length) on
class, customer influence and
future review volume
rating, chain draw wider
is positively
brand, size, attention, which
moderated by hotel
and age) are makes it an
characteristics (star,
related to effective tool to
rating, chain).
future review enhance online
volume (i.e., popularity and
the number of social influence.
review posts in
a future
period)

Does high-quality survey H1: Normative Building on - the

news attract participa news values the laypeople’s
4 engagement on nts’ positively predict literature on assessments of
social media? evaluati users’ news media logic news values
Mediatization, ons of engagement on and market are overall
 positively
aligned with
those of
journalists;
- accuracy was
not a
the news
significant
content,
predictor of
recruitin
news sharing,
g both
on the
consume
contrary, the
rs (n =
perceived
5816)
popularity of
and
media logic, and news was a
journalis social media.
the contrasting significant
ts (n = H2: Social media
values that shape predictor of
742). values positively
news sharing, logic shares, likes,
Each predict users’
liking, and and comments
news news engagement
commenting on in all models,
post’s on social media.
Facebook whether we
engagem
used the
ent
laypeople’s or
metrics
the journalists’
were
data.
extracte
=> the last
d from
result
Faceboo
confirms that
k
social media
logic governs
news
engagement
on social
media.
5 Certainty in Researc H1: Brand Facebook Participants in
Language h brand messages that account the the high
Increases message express higher day the certainty
Consumer s posted levels of certainty message condition
Engagement on to on social media was posted, indicated
Social Media Faceboo engage consumers and a higher levels
k, more than continuous of engagement
Twitter messages that measure of than
from express lower the participants in
UnMetri levels of certainty. sentiment the low
c H2: Tests whether expressed in certainty
(unmetri the positive effect the post condition
c.com), of expressing which was Certainty
a social certainty on determined exerted a
media consumer by the positive effect
analytics engagement, LIWC on perceptions
service observed in the program .Cr of brand
provider. previous study, eating power and
The extends to another dummy perceptions of
sample social media variables brand power
included platform, Twitter. indicating had a positive
message H3: Testing the brand effect on
s that whether that made engagement,
were consumers who the post and thus resulting
posted to have higher power whether the in a positive
Faceboo distance beliefs post indirect effect
k, the engage more with mentioned of expressing
number brand messages another certainty on
of likes, using words that brand engagement
commen express certainty The indirect
ts, and because these effect of
shares consumers are certainty on
associate more likely to engagement
d with engage with was stronger
each brands that they among
message. believe are participants
The powerful who endorsed
message higher levels
s in the H2: Platform of power
sample features,
came assumptions about
from 18 the audience, and
brands the producer’s
that self-concept affect
represen the producer's
ta “self-brand”.
variety
of
industrie
s
(include
d in the
sample
 were
Adidas,
Amazon,
AT&T,
Bank of
America
…).
Understandi
ng customer
and brand
engagement
is crucial
for effective
brand
marketing.
It involves a
tangible
interaction
between
customers
and the each brand,
brand, engagement
fostering with brand
behavioral posts can be
affinity. improved by
Engagemen choosing an
H1.Drivers for t can be appropriate
Customer and measured platform
Platform or Brand through strategy,
Content Strategy? Engagement indicators instead of
Exploring 9,330 H2.Customer and like likes using a
Engagement With brand Brand and different
Brand Posts on posts Engagement on comments content
Different Social from 10 Different on brand strategy across
6 Media Platforms brands Platforms posts. platforms

four H1 The effect of -The range This study

experim initiative character of customer analyzes how
Let Me Entertain ents and on perceived engagement the perceived
You? The one field authenticity is initiatives authenticity of
Importance of study, moderated by that brands online
Authenticity in generali brand perception: can launch customer
Online Customer zing Entertaining is extensive engagement
7 Engagement across initiatives are and ever initiatives for
 different
online
media perceived as more evolving
platform authentic for due to the
s (i.e., warm brands than creative use
Instagra for competent of
m, brands, whereas technologic
Faceboo informative al
k, brand initiatives are advanceme
website), perceived as nts. -
products equally authentic Entertaining
and for warm and initiatives
services competent brands. are focused
(i.e., H2 There is a on creating
shoes, moderated emotional
grocerie mediation effect: and hedonic warm and
s, and An entertaining experiences, competent
recipe (vs. informative) informative brands
deliverie initiative increases initatives influenced
s), and positive consumer are aimed at consumer
samples responses towards informing responses to
(i.e., the brand (i.e., the the brand, the
Mturk, evaluation of the consumer, initiative, and
Prolific, initiative, brand providing ongoing
students) evaluation, utititarian customer
. ongoing customer value. engagement.

It H1: Features of Features of

employs live streamers are live A social
an positively streamers commerce (s-
online associated with were commerce)
Get Ready to Buy question social commerce measured strategy is a
With Me: The naire intention. on three fundamental
Effect of Social distribut H2a: Social dimensions: approach to
Presence ed via commerce expertise, building
8 Interaction and platform intention is attractivene customer
Social Commerce s like positively ss and relationships
Intention on S- XiaoHo associated with humor and enhancing
commerce Live ngShu, virtual friendship. Social purchase
Streaming Momo, H2b: Social commerce intentions
WeChat, commerce intentions, through the
Dui intention is virtual characteristics
Yuan, positively friendship of live
and associated with (Wulf et al., streamers,
TikTok. emotional 2020), creating online
engagement. emotional relationships,
H2c: Social engagement and increasing
commerce (J. S. Lim et user
intention is al., 2020), engagement
positively platform on social
associated with attachment, commerce
platform the social platforms.
attachment. presence of This can foster
H3: Virtual interaction , an engaging
friendship is and online environment
positively purchase and boost the
associated with intention credibility of
online purchasing endorsed
intention. products,
H4: Emotional encouraging
engagement is purchasing
positively intentions.
associated with
online purchasing
intention.
H5: Platform
attachment is
positively
associated with
online purchasing
intention.
H6a: Social
presence
interaction
moderates the
relationship
between virtual
friendship and
online purchasing
intention.
H6b: Social
presence
interaction
moderates the
relationship
between
emotional
engagement and
online purchasing
intention.
H6c: Social
presence
interaction
moderates the
relationship
between platform
attachment and
online purchasing
intention.
H7a: Social
commerce
intention mediates
the relationship
between live
streamers and
virtual friendship.
H7b: Social
commerce
intention mediates
the relationship
between live
streamers and
emotional
engagement.
H7c: Social
commerce
intention mediates
the relationship
between live
streamers and
platform
attachment.
9 A Multimodal facial .H1: Facial "communic First, facial
Emotion expressi emotion ators’ facial emotion
Perspective on on expression by expressions expressiveness
Social Media analysis SMIs positively influence by SMIs
Influencer and influences the moods drives
Marketing: The computa consumer of the consumer
Effectiveness of tional engagement. recipients of engagement,
Influencer text H2: Textual their whereas
Emotions, Network analysis emotion communicat textual
Size, and Branding from expression in SMI ion,mediate emotion
on Consumer 402 posts has a judgments expressiveness
Brand Engagement Instagra positive influence of the has little
Using Facial m posts on consumer communicat impact. Next,
Expression and made by engagement. or’s negative facial
Linguistic Analysis micro-, H3: Textual warmth, emotion
macro-, emotion content friendliness, expressiveness
and moderates the agreeablene significantly
mega- positive influence ss, and influences
influenc of facial emotion sociability, consumer
ers rated on consumer among engagement
among engagement such other behaviors, not
Feedspot that emotion characteristi positive
’s top 50 expression has a cs in emotion.
“InstaM stronger influence audiences’ Third,
om” when higher first branding
influenc levels of textual impressions fundamentally
ers in emotion and changes
2021 . accompany either influence emotion’s
higher or lower viewers’ impact.
levels of facial desire for Unbranded
emotion, whereas subsequent posts can
lower levels of affiliation generate
textual emotion with the engagement
will not communicat by
meaningfully or. using emotion
enhance the across
existing influencer
relationship types.
between facial
emotion and
consumer
engagement at
lower levels and
higher levels of
facial emotion.
H4: Influencer
follower count
moderates the
relationship
between overall
(a) facial and (b)
textual emotional
expressiveness
(regardless of
valence) and
consumer
engagement
behaviors such
that emotional
expressiveness
positively
influences
consumer
engagement when
follower counts
are higher. H5:
Branding of posts
negatively
moderates the
follower count–
emotion
expression
relationship such
that emotion 418
Journal of
Interactive
Marketing 58(4)
expression is
more (less)
effective in
driving consumer
engagement at
lower (higher)
follower counts
for unbranded
posts but less
 (more) effective
in driving
consumer
engagement at
lower (higher)
follower counts
for branded posts.
10 Emoji, Playfulness, the H1. The presence Emojis,
and Brand actual of an emoji will which are -liking is not
Engagement on Twitter increase brand pictographs simply driven
Twitter feeds engagement that by hashtags,
of (likes, shares). represent user mentions,
leading H2. The presence facial images, or
celebrity of an emoji will expressions, videos—all
and increase perceived people, features that
corporat playfulness. H3. places, or are designed
e brands. The positive things (e.g., to increase the
effect of emojis ❤), are attention
on engagement becoming a paid to and the
will be mediated mainstream exposure
by perceived form of received by a
playfulness. H4a. communicat message
Emoji–text ion. -the more
interplay will lead the mere emoji in a
to greater brand presence of tweet, the
engagement than having an more popular
when no such emoji in a it was
interplay is tweet
present. H4b. The significantl
effect of H4a will y
be mediated by increased
perceived likes (Table
playfulness. H5a. 2, Model 1).
Emojis located
before the text
will lead to
greater
engagement than
those that are
placed after the
text. H5b. The
positive effects of
placing emojis
 prior to the text
will be moderated
by the extent to
which the emojis
are directly
related to the text,
where low emoji
relatedness will
attenuate the
effects. H5c. The
effect of H5a and
H5b will be
mediated by
perceived
playfulness

-hạn chế:
Focusing solely on online engagement metrics such as likes, comments, and shares can
lead to a narrow understanding of consumer response. While these metrics are
valuable indicators of immediate interaction with content, they may not accurately
reflect the overall impact of social media campaigns. Relying solely on these metrics
can overlook the broader context and long-term effects that social media content can
have on consumer behavior.

Social media marketing research often prioritizes immediate clicks and engagement,
which may overshadow the more subtle, long-term effects of brand building and
consumer perception. While likes and shares provide instant feedback, they may not
capture the deeper aspects of brand awareness, trust-building, and perception shaping
that occur over time through consistent social media presence and content strategy.

A more comprehensive approach to evaluating social media impact should consider both
immediate engagement metrics and long-term brand perception. By incorporating
measures of brand awareness, sentiment analysis, and customer sentiment over time,
researchers can gain a more nuanced understanding of how social media influences
the consumer journey. This holistic view enables marketers to better assess the
effectiveness of their campaigns and make informed decisions to optimize their social
media strategies for long-term success.

Các kết quả từ nhiều nghiên cứu khác nhau đã làm sáng tỏ sự phức tạp của tương tác trên
mạng xã hội và tác động của nó đối với hiệu suất của thương hiệu. Sự ủng hộ từ người ảnh
hưởng, mặc dù tăng tương tác, nhưng không luôn dẫn đến cải thiện hiệu suất của cửa hàng
trực tuyến nếu sự chú ý vẫn tập trung chủ yếu vào người ảnh hưởng thay vì chính sản phẩm.
Điều này nhấn mạnh về sự quan trọng của việc đạt được sự cân bằng giữa tận dụng người ảnh
hưởng để tiếp cận và đảm bảo rằng giá trị và chất lượng sản phẩm vẫn là trung tâm.

Bên cạnh đó, hiệu quả của nội dung trên mạng xã hội trong việc thúc đẩy tương tác của người
dùng phụ thuộc nặng vào ngữ cảnh nơi nó được trình bày. Nội dung được xem là phổ biến và
chân thực thường thu hút nhiều tương tác hơn, bất kể độ chính xác của nó ra sao. Điều này
cho thấy rằng lô-gic trên mạng xã hội, thay vì các giá trị báo chí truyền thống như độ chính
xác, là quyết định tương tác với tin tức trên các nền tảng này.

Ngoài ra, sự chắc chắn về một thương hiệu có ảnh hưởng tích cực đến sự tương tác, đặc biệt
là đối với những người đã coi thương hiệu đó là tiêu chuẩn. Điều này gợi ý rằng xây dựng
một hình ảnh thương hiệu mạnh mẽ và truyền đạt sự tự tin cho người tiêu dùng có thể dẫn
đến việc tăng cường mức độ tương tác. Tuy nhiên, việc điều chỉnh chiến lược nội dung để
phù hợp với sự phức tạp của từng nền tảng là rất quan trọng để tối ưu hóa tương tác của
người dùng.

Trong lĩnh vực thương mại trên mạng xã hội, việc tạo ra môi trường tương tác hấp dẫn, chẳng
hạn như thông qua việc phát trực tiếp, có thể nâng cao tính minh bạch của các sản phẩm được
ủng hộ và khuyến khích việc mua hàng. Một điều bất ngờ là các biểu hiện tiêu cực được thể
hiện bởi người ảnh hưởng thậm chí có thể tạo ra tương tác cao hơn so với các biểu hiện tích
cực, làm nổi bật sự phức tạp của hành vi của người dùng trên mạng xã hội.

Dựa trên những kết quả này, có thể thấy rõ rằng việc thăm dò tương tác trên mạng xã hội đòi
hỏi sự hiểu biết tinh tế về sở thích của người tiêu dùng, thị hiếu của từng nền tảng và nhận
thức về thương hiệu. Bằng cách tận dụng người ảnh hưởng một cách chiến lược, tạo ra nội
dung chân thực và tạo ra môi trường tương tác, các thương hiệu có thể tăng cường sự hiện
diện trực tuyến và thúc đẩy tương tác ý nghĩa với người tiêu dùng.

—-----------------
1. Result
Social networks have become an indispensable part of our daily lives, especially in the field
of online interaction through the media of brands. The complexity of this interaction not only
reflects the diversity of users but also results from a range of influences from information
sources to content context.

One of the key findings is the use of influencers on social media, which, although can
generate attention and increase interaction, may not fully convert into online sales
performance if too much focus is placed on influencers rather than the product. This suggests
that maintaining a balance between using influencers and focusing on the product value is
necessary to optimize sales performance.
 Additionally, the effectiveness of content on social media in user interaction is strongly
influenced by content context. Content that is popular and authentic often attracts more user
interest, whether it is highly accurate or not. Therefore, when developing content on social
media, placing it in the right context is crucial to optimize user interaction.

Another important factor is the certainty about a brand, which can create a positive effect on
user interaction. This certainty is often stronger for users who have recognized the brand as
strong. This indicates that building a strong brand image and instilling trust in consumers can
lead to higher interaction.

Creating suitable content for each social media platform also plays a crucial role in
optimizing user interaction. A one-size-fits-all content strategy is not suitable for all social
media platforms. Instead, customizing content for each specific platform can improve user
interaction.

Finally, in the social commerce environment, building relationships with customers through
direct online interaction and creating an interactive environment can enhance the credibility
of recommended products and encourage purchases. These findings also suggest that using
negative facial expressions by influencers may lead to higher interaction compared to positive
expressions.

In conclusion, understanding the complex factors influencing user interaction on social media
is the key to optimizing online brand performance. By strategically combining the use of
influencers, creating authentic and relevant content, and building a positive interactive
environment, brands can enhance their online presence and create meaningful interactions
with consumers.
2.Limitation
Focusing solely on online engagement metrics such as likes, comments, and shares can lead to a
narrow understanding of consumer response. While these metrics are valuable indicators of
immediate interaction with content, they may not accurately reflect the overall impact of
social media campaigns. Relying solely on these metrics can overlook the broader context
and long-term effects that social media content can have on consumer behavior.

Social media marketing research often prioritizes immediate clicks and engagement, which may
overshadow the more subtle, long-term effects of brand building and consumer perception.
While likes and shares provide instant feedback, they may not capture the deeper aspects of
brand awareness, trust-building, and perception shaping that occur over time through
consistent social media presence and content strategy.

A more comprehensive approach to evaluating social media impact should consider both immediate
engagement metrics and long-term brand perception. By incorporating measures of brand
awareness, sentiment analysis, and customer sentiment over time, researchers can gain a
more nuanced understanding of how social media influences the consumer journey. This
holistic view enables marketers to better assess the effectiveness of their campaigns and make
informed decisions to optimize their social media strategies for long-term success.
B. Research Model
1. SOR model

The S-O-R (Stimulus - Organism - Response) psychological model is an approach to

understanding behavior through specific situations that impact the psyche, leading to
responsive behaviors. Developed by Mehrabian & Russell in 1974, the SOR model focuses
on exploring the relationship between external stimuli to the subject and the formation of
responses. By analyzing how external influences interact with the organism's internal
processes, this model provides insights into the mechanisms underlying human behavior and
response patterns. This framework helps researchers and practitioners better understand the
dynamics of behavior in various contexts, shedding light on the complex interplay between
stimuli, individual characteristics, and behavioral outcomes.

2. Reason choosing model

2.1 Reason from academic

The SOR model has a solid foundation of theory and evolved from psychological theories of
human behavior such as emotional arousal and attention. The SOR model has grown into a
potent theoretical framework by expanding on this foundation of sound scientific
information. This has improved cognitive comprehension and the applicability of research
findings in examining the efficacy of mukbang livestreams and their effects on viewers.

A complete approach is made possible by the application of the SOR model, which consists
of three basic elements: stimulus, organism, and response. This includes external elements
like the broadcaster's demeanor and the video content, as well as interior elements like
viewers' personalities and cognitive processes, and finally their actions like making purchases
and interacting with others. This all-encompassing method assists in pinpointing the most
significant elements influencing mukbang's efficacy

Moreover, the SOR model is not confined to research but is widely applied across fields
including psychology, sociology, marketing, and communication. Its widespread adoption
and explanatory power make it a potent tool for investigating the effectiveness of mukbang
livestreams and their effects on consumers, while also facilitating comparison with other
studies on human behavior.
2.2 Reason from industry
2.2.1. Tính ứng dụng thực tế:
Mô hình SOR đơn giản và dễ hiểu, dễ dàng xác định các yếu tố ảnh hưởng trực tiếp đến hiệu
quả của mukbang livestream, từ đó doanh nghiệp có thể xây dựng chiến lược phù hợp để tối
ưu hóa hiệu quả.
Ví dụ: Doanh nghiệp có thể theo dõi số lượng người xem, tỷ lệ tương tác, doanh thu bán
hàng,.... hoặc doanh nghiệp cũng có thể thực hiện khảo sát để đánh giá mức độ hài lòng của
người xem và nhận thức của họ về sản phẩm.

2.2.2. Khả năng dự đoán hành vi:

Mô hình SOR dự đoán hành vi của người tiêu dùng, từ đó doanh nghiệp có thể đưa ra các
quyết định kinh doanh phù hợp.
Ví dụ: doanh nghiệp có thể dự đoán mức độ quan tâm của người tiêu dùng đối với sản phẩm
được giới thiệu trong mukbang livestream, từ đó dự đoán doanh thu bán hàng tiềm năng.

2.2.3. Đánh giá hiệu quả chiến dịch:

Mô hình còn đánh giá hiệu quả của các chiến dịch mukbang livestream.
Ví dụ: doanh nghiệp có thể so sánh hiệu quả của các chiến dịch mukbang livestream khác
nhau dựa trên các yếu tố như số lượng người xem, tỷ lệ tương tác, và doanh thu bán hàng.

2.2.4. Lựa chọn người sáng tạo nội dung:

Mô hình SOR giúp doanh nghiệp lựa chọn người sáng tạo nội dung phù hợp cho các chiến
dịch mukbang livestream.
Ví dụ: dựa vào mức độ ảnh hưởng của người sáng tạo nội dung, khả năng tương tác với người
xem và sự phù hợp với hình ảnh thương hiệu, doanh nghiệp sẽ đưa ra quyết định.