TY - GEN
T1 - Disentangling the effects of paralinguistic cues in bolstering listeners' engagement with podcasters
AU - Liu, Xiaohui
AU - Liu, Fei
AU - Li, Yijing
AU - Lim, Eric
N1 - Publisher Copyright:
© ICIS 2020. All rights reserved.
PY - 2020/12
Y1 - 2020/12
N2 - Despite fierce competition among podcasters, there is a dearth of research that has sought to elucidate the role of paralinguistic elements in fostering listeners' engagement with podcasters on audio platforms. Building on voice persuasion theory, we not only posit prosodic cues (i.e., speech rate, speech pause, and speech stress) as factors affecting listeners' engagement, but we further postulate pitch, a habitual property of podcasters' voice, as having a moderating influence on the effects of the abovementioned prosodic cues. To empirically validate our hypotheses, we employ deep learning to extract the four paralinguistic cues from 10,000 audio files in 221 educational albums obtained from a leading audio platform in China. While analytical results confirm speech pause and speech stress as antecedents of speech rate and that lower speech rate is effective in bolstering listeners' engagement, pitch is revealed to exert no moderating influence on relationship between speech rate and engagement.
AB - Despite fierce competition among podcasters, there is a dearth of research that has sought to elucidate the role of paralinguistic elements in fostering listeners' engagement with podcasters on audio platforms. Building on voice persuasion theory, we not only posit prosodic cues (i.e., speech rate, speech pause, and speech stress) as factors affecting listeners' engagement, but we further postulate pitch, a habitual property of podcasters' voice, as having a moderating influence on the effects of the abovementioned prosodic cues. To empirically validate our hypotheses, we employ deep learning to extract the four paralinguistic cues from 10,000 audio files in 221 educational albums obtained from a leading audio platform in China. While analytical results confirm speech pause and speech stress as antecedents of speech rate and that lower speech rate is effective in bolstering listeners' engagement, pitch is revealed to exert no moderating influence on relationship between speech rate and engagement.
KW - Audio platform
KW - Paralinguistic cue
KW - Pitch
KW - Prosodic feature
UR - http://www.scopus.com/inward/record.url?scp=85103466427&partnerID=8YFLogxK
M3 - Conference article published in proceeding or book
AN - SCOPUS:85103466427
T3 - International Conference on Information Systems, ICIS 2020 - Making Digital Inclusive: Blending the Local and the Global
BT - International Conference on Information Systems, ICIS 2020 - Making Digital Inclusive
PB - Association for Information Systems
T2 - 2020 International Conference on Information Systems - Making Digital Inclusive: Blending the Local and the Global, ICIS 2020
Y2 - 13 December 2020 through 16 December 2020
ER -