The Health Content Ecosystem of Bilibili Based on Behavioral Data Mining: An Analysis of the Correlation Between Content Professionalism and User Engagement in the Health Supplements Category

This article is an empirical statistical analysis of health supplement contents in the Bilibili platform in January 2023-June 2024. 1,188 initial video samples were cleaned and validated and 589 of them were retained to be analyzed. The research is based on the joint impact of the content nature and product typology on users in terms of engagement behaviors, which are studied by the means of a two-way ANOVA. It is concerned with dealing with the mechanisms and the effects of interaction of content professionalism and health supplement categories on the light and deep engagement indices. These findings indicate that the High-Professional content is much better in facilitating light engagement behaviors like liking and collecting content. This implies that professional, credible content is received in a positive way by the users in the health supplement domain. Emerging-Social products cause a strong effect on the deep engagement behavior such as commenting and sharing whereas for the High-Decision-Difficulty products there is basically no effect which could probably be attributed to the high information needs and long decision making processes. Interaction effect content professionalism and product categories did not have significant effect to the user engagement indicating that the two are independent variables. This observation suggests that content strategy and product attributes have an impact on various aspects of engagement, and marketing strategies ought to aim at attracting them each separately instead of acting on them in a joint way.