Perceived Usefulness as a Mediating Variable on the Relationship Between Video Quality and Audience Emotional Engagement in Social Media

Abstract

Facing dual challenges of inadequate dissemination and limited acceptance, this study scrutinizes why social media struggles to promote traditional culture effectively. It identifies low-quality videos on social platforms, particularly short-form content, as the main hurdle, leading to reduced impact. Investigating the relationship between short-form video quality and audience receptivity, this study categorizes quality into media richness, impact, and interactivity dimensions. Findings confirm that higher-quality videos correlate with increased emotional engagement. Employing the Technology Acceptance Theory (TAM), perceived usefulness partially mediates the link between video quality and emotional engagement. Elevating video quality not only enhances perceived usefulness but also deepens emotional resonance, ultimately amplifying cultural impact.