This study investigates how the discrete emotions expressed by travel influencers on YouTube influence viewer engagement, distinguishing between macro- and micro- influencers. Using text mining and machine learning techniques, 6,061 travel-related videos were analyzed. The results indicate that high-arousal negative emotions such as anger and disgust enhance engagement for macro-influencers but reduce engagement for micro- influencers. Conversely, low-arousal negative emotions, such as fear and sadness, increase engagement levels for micro-influencers, while decreasing them for macro-influencers. Positive emotions enhance engagement, particularly among micro-influencers. These insights can inform emotional strategies in influencer marketing.

中文翻译：

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扩展有关情绪动态和观众互动的知识：旅游影响者在 YouTube 上的作用


本研究调查了旅游影响者在 YouTube 上表达的离散情绪如何影响观众的参与度，区分了宏观和微观影响者。使用文本挖掘和机器学习技术，分析了 6,061 个与旅行相关的视频。结果表明，愤怒和厌恶等高唤醒性负面情绪会提高宏观影响者的参与度，但会降低微观影响者的参与度。相反，低唤醒性的负面情绪，如恐惧和悲伤，会增加微观影响者的参与度，而降低宏观影响者的参与度。积极的情绪可以提高参与度，尤其是在微型影响者中。这些见解可以为影响者营销中的情感策略提供信息。