Disentangling the Effects of Paralinguistic Cues in Bolstering Listeners’ Engagement with Podcasters

Xiaohui Liu; Fei Liu; Yijing Li; Eric Lim

Disentangling the Effects of Paralinguistic Cues in Bolstering Listeners’ Engagement with Podcasters

Xiaohui Liu, Fei Liu, Yijing Li, Eric Lim

Department of Digitalization

Research output: Chapter in Book/Report/Conference proceeding › Article in proceedings › Research › peer-review

Abstract

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.

Original language	English
Title of host publication	Proceedings of the 41st International Conference on Information Systems (ICIS)
Editors	Joey George, Souren Paul, Rahul De', Elena Karahanna, Suprateek Sarker, Gal Oestreicher-Singer
Number of pages	9
Place of Publication	Atlanta, GA
Publisher	Association for Information Systems. AIS Electronic Library (AISeL)
Publication date	2020
Article number	2498
Publication status	Published - 2020
Event	The 41st International Conference on Information Systems: ICIS 2020: ICIS 2020 – Making Digital Inclusive: Blending the Local and the Global - Virtual Duration: 13 Dec 2020 → 16 Dec 2020 Conference number: 41 https://icis2020.aisconferences.org/

Conference

Conference	The 41st International Conference on Information Systems: ICIS 2020
Number	41
Location	Virtual
Period	13/12/2020 → 16/12/2020
Internet address	https://icis2020.aisconferences.org/

Series	Proceedings of the International Conference on Information Systems
ISSN	0000-0033

Keywords

Audio platform
Paralinguistic cue
Prosodic feature
Pitch

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Liu, X., Liu, F., Li, Y., & Lim, E. (2020). Disentangling the Effects of Paralinguistic Cues in Bolstering Listeners’ Engagement with Podcasters. In J. George, S. Paul, R. De', E. Karahanna, S. Sarker, & G. Oestreicher-Singer (Eds.), Proceedings of the 41st International Conference on Information Systems (ICIS) [2498] Association for Information Systems. AIS Electronic Library (AISeL). Proceedings of the International Conference on Information Systems https://aisel.aisnet.org/cgi/viewcontent.cgi?article=1074&context=icis2020

Liu, Xiaohui ; Liu, Fei ; Li, Yijing et al. / Disentangling the Effects of Paralinguistic Cues in Bolstering Listeners’ Engagement with Podcasters. Proceedings of the 41st International Conference on Information Systems (ICIS). editor / Joey George ; Souren Paul ; Rahul De' ; Elena Karahanna ; Suprateek Sarker ; Gal Oestreicher-Singer. Atlanta, GA : Association for Information Systems. AIS Electronic Library (AISeL), 2020. (Proceedings of the International Conference on Information Systems).

@inproceedings{b0a4e775210e4d83826559a0f71387e5,

title = "Disentangling the Effects of Paralinguistic Cues in Bolstering Listeners{\textquoteright} Engagement with Podcasters",

abstract = "Despite fierce competition among podcasters, there is a dearth of research that has sought to elucidate the role of paralinguistic elements in fostering listeners{\textquoteright} 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{\textquoteright} engagement, but we further postulate pitch, a habitual property of podcasters{\textquoteright} 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{\textquoteright} engagement, pitch is revealed to exert no moderating influence on relationship between speech rate and engagement.",

keywords = "Audio platform, Paralinguistic cue, Prosodic feature, Pitch, Audio platform, Paralinguistic cue, Prosodic feature, Pitch",

author = "Xiaohui Liu and Fei Liu and Yijing Li and Eric Lim",

year = "2020",

language = "English",

series = "Proceedings of the International Conference on Information Systems",

editor = "George, {Joey } and Paul, {Souren } and De', {Rahul } and Karahanna, {Elena } and Sarker, {Suprateek } and Oestreicher-Singer, {Gal }",

booktitle = "Proceedings of the 41st International Conference on Information Systems (ICIS)",

publisher = "Association for Information Systems. AIS Electronic Library (AISeL)",

note = "null ; Conference date: 13-12-2020 Through 16-12-2020",

url = "https://icis2020.aisconferences.org/",

}

Liu, X, Liu, F, Li, Y & Lim, E 2020, Disentangling the Effects of Paralinguistic Cues in Bolstering Listeners’ Engagement with Podcasters. in J George, S Paul, R De', E Karahanna, S Sarker & G Oestreicher-Singer (eds), Proceedings of the 41st International Conference on Information Systems (ICIS)., 2498, Association for Information Systems. AIS Electronic Library (AISeL), Atlanta, GA, Proceedings of the International Conference on Information Systems, The 41st International Conference on Information Systems: ICIS 2020, 13/12/2020. <https://aisel.aisnet.org/cgi/viewcontent.cgi?article=1074&context=icis2020>

Disentangling the Effects of Paralinguistic Cues in Bolstering Listeners’ Engagement with Podcasters. / Liu, Xiaohui; Liu, Fei; Li, Yijing et al.

Proceedings of the 41st International Conference on Information Systems (ICIS). ed. / Joey George; Souren Paul; Rahul De'; Elena Karahanna; Suprateek Sarker; Gal Oestreicher-Singer. Atlanta, GA : Association for Information Systems. AIS Electronic Library (AISeL), 2020. 2498 (Proceedings of the International Conference on Information Systems).

Research output: Chapter in Book/Report/Conference proceeding › Article in proceedings › Research › peer-review

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 - Conference code: 41

PY - 2020

Y1 - 2020

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 - Prosodic feature

KW - Pitch

KW - Audio platform

KW - Paralinguistic cue

KW - Prosodic feature

KW - Pitch

M3 - Article in proceedings

T3 - Proceedings of the International Conference on Information Systems

BT - Proceedings of the 41st International Conference on Information Systems (ICIS)

A2 - George, Joey

A2 - Paul, Souren

A2 - De', Rahul

A2 - Karahanna, Elena

A2 - Sarker, Suprateek

A2 - Oestreicher-Singer, Gal

PB - Association for Information Systems. AIS Electronic Library (AISeL)

CY - Atlanta, GA

Y2 - 13 December 2020 through 16 December 2020

ER -

Liu X, Liu F, Li Y, Lim E. Disentangling the Effects of Paralinguistic Cues in Bolstering Listeners’ Engagement with Podcasters. In George J, Paul S, De' R, Karahanna E, Sarker S, Oestreicher-Singer G, editors, Proceedings of the 41st International Conference on Information Systems (ICIS). Atlanta, GA: Association for Information Systems. AIS Electronic Library (AISeL). 2020. 2498. (Proceedings of the International Conference on Information Systems).