Leveraging User Engagement and Feedback on Sports Dance Through Bilibili's Danmaku: Insights into Digital Content Monetization and Commercialization

Xin Liu
Institute of Physical Education, Hunan University of Science and Engineering, Yong Zhou, HuNan 425199, China.

DOI:https://doi.org/10.5912/jcb2175

Abstract:

This study investigates user engagement and feedback on sports dance through an empirical analysis of Bilibili's video danmaku (real-time comments), focusing on its potential for digital content monetization and commercialization. By analyzing textual data from user interactions, the research highlights diverse perceptions and attitudes toward sports dance, uncovering key areas of interest such as content elements, technical aspects, performance quality, and the branding potential of dancers' images. The findings reveal a generally positive reception, showcasing sports dance as an appealing and marketable digital entertainment form. This study provides actionable insights for leveraging audience engagement in online platforms, emphasizing opportunities for commercial innovation and strategic dissemination in the sports dance sector.