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<p>To examine whether early-stage social signals help explain divergent engagement trajectories beyond video content, this study investigates the lasting impact of the first comment in travel short videos. Utilizing a dataset of 499 matched pairs of cross-posted travel videos and over 400,000 comments from Douyin and Kuaishou, we employ a cross-platform differential modeling approach to reduce content-related confounding and isolate comment-dynamics effects. The findings validate a dual-pathway pattern: (1) a direct sentiment pathway, consistent with emotional contagion, in which the first comment positivity shapes subsequent comment sentiment but attenuates over time; (2) an indirect volume pathway, in which a positive first comment increases early engagement, which in turn predicts higher cumulative comment volume through a persistent herding effect. The study provides a novel lens for understanding commenting dynamics in high-velocity digital ecosystems. For tourism marketers, it suggests differentiated early-stage engagement strategies for short-term sentiment management and longer-term interaction accumulation.</p>

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The Lasting Impact of the First Comment in Short Videos

  • 期刊论文

  • 发表日期：

    2026年7月25日

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  • Xiaochen Ma,
  • Yangyin Lin,
  • Qiang Ye,
  • Hao Xia

摘要

To examine whether early-stage social signals help explain divergent engagement trajectories beyond video content, this study investigates the lasting impact of the first comment in travel short videos. Utilizing a dataset of 499 matched pairs of cross-posted travel videos and over 400,000 comments from Douyin and Kuaishou, we employ a cross-platform differential modeling approach to reduce content-related confounding and isolate comment-dynamics effects. The findings validate a dual-pathway pattern: (1) a direct sentiment pathway, consistent with emotional contagion, in which the first comment positivity shapes subsequent comment sentiment but attenuates over time; (2) an indirect volume pathway, in which a positive first comment increases early engagement, which in turn predicts higher cumulative comment volume through a persistent herding effect. The study provides a novel lens for understanding commenting dynamics in high-velocity digital ecosystems. For tourism marketers, it suggests differentiated early-stage engagement strategies for short-term sentiment management and longer-term interaction accumulation.