A Study on the Factors Affecting the Dissemination Effectiveness of TikTok Short Videos on Intangible Cultural Heritage Based on the SIPS Model

Intangible cultural heritage (ICH) is a vital component of human civilization. Investigating the dissemination effectiveness and influencing factors of ICH short videos on TikTok is crucial for guiding their future development. Enhanced dissemination on short video platforms can significantly benefit ICH protection and promotion. This study, using TikTok as a case study, constructs a model of factors influencing ICH short video dissemination effectiveness based on the four-stage SIPS model (Sympathize, Identify, Participate, Share). Utilizing a dataset of 268 scraped ICH short video samples, we empirically analyzed the proposed model using SPSSAU, employing Analysis of Variance (ANOVA) and post-hoc multiple comparison tests. Based on the analytical results, optimization strategies aligned with the SIPS stages are proposed. Key findings indicate that factors such as comment engagement and production techniques significantly impact dissemination effectiveness. Consequently, specific optimization strategies are recommended, including enhancing production techniques to improve video quality and strengthening promotional efforts to increase user reach.