Evaluation system of short video influence based on TOPSIS-Kmeans method

Short video has been widely and rapidly spread due to its novel visual experience to the audience. And TikTok’s success in the international market has also showcased the huge appeal of short video media. As the propagation mode of short video changes rapidly, how to evaluate short video influence and deeply analyze the deficiencies in the propagation process are essential. This paper is focus on developing an evaluation system to assess short video influence. We firstly establish an evaluation index system consisting of publisher properties, viewer behavior, video content, operation mode, and social stickiness. Secondly, the data from 294 questionnaires are analyzed using the k-means clustering method. On this basis, index weights are calculated by the improved TOPSIS algorithm. Finally, case studies show that the evaluation system for short video influence is scientific and rational. Meanwhile, it is concluded that video quality, innovation, title, and viewer’s interest are major factors that determine the influence of short videos.