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What drives virtual idol videos to go viral? The impact of latent meanings in viewer comments on viewing behavior

Author

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  • Lu, Yingtong
  • Tang, Zhongjun
  • Wang, Yiran
  • He, Duokui
  • Liu, Yijing
  • Chen, Qianqian

Abstract

This study investigates why videos from the same virtual idol exhibit significant viewership disparities. Based on symbolic interactionism, we propose a three-stage framework: (1) Meaning Construction—viewers assign multidimensional meanings to videos and express them through comments; (2) Meaning Interaction—these meanings influence one another and spread to potential viewers; (3) Behavior Transformation—potential viewers form expectations and make viewing decisions. We integrated large language models with clustering, resulting in six core meaning categories extracted from comments. Using two-phase fsQCA, we analyze causal configurations linking these meanings to viewership, while fuzzy cognitive map visualizes their interdependencies. Phase-one configurations reveal two viewing patterns for high-view videos (Entertainment-Social-Driven and Content-Engagement-Driven) and two for low-view videos (Low-Resonance and Adoration-Centric). Phase two identifies three fundamental meanings of mid-to-high viewership: Demand Feedback, Entertainment Interaction, and Influence Amplification. This study extends symbolic interactionism to digital contexts and provides strategies for virtual idol video development and dissemination.

Suggested Citation

  • Lu, Yingtong & Tang, Zhongjun & Wang, Yiran & He, Duokui & Liu, Yijing & Chen, Qianqian, 2026. "What drives virtual idol videos to go viral? The impact of latent meanings in viewer comments on viewing behavior," Journal of Business Research, Elsevier, vol. 206(C).
    • Handle: RePEc:eee:jbrese:v:206:y:2026:i:c:s0148296325007891
    DOI: 10.1016/j.jbusres.2025.115966
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