‘I could eat a horse’: The Impact of Hyperbole on Product Sales on Short Video Platforms

How to design video content to promote sales remains unclear, despite the fact that short video has become a popular tool for brand advertising. This study proposes a novel content strategy of utilizing hyperbole in short videos and investigates its potential for driving product sales. Hyperbole, which involves exaggerating text, audio, and video features, can stimulate interest and catch audience\u27s attention, but may also hurt credibility if perceived as misleading. This study employs machine learning algorithms to measure multimodal hyperbole, and assesses its impact on actual sales from short videos. Our findings indicate that hyperbole has a positive and significant impact on product sales. However, the effect of hyperbole is weaker for products and influencers with higher reputation. This study contributes to the literature on advertising content and video marketing by providing insights for effective content design strategies to promote purchase behaviors in the short video context

Study on open science: The general state of the play in Open Science principles and practices at European life sciences institutes

Nowadays, open science is a hot topic on all levels and also is one of the priorities of the European Research Area. Components that are commonly associated with open science are open access, open data, open methodology, open source, open peer review, open science policies and citizen science. Open science may a great potential to connect and influence the practices of researchers, funding institutions and the public. In this paper, we evaluate the level of openness based on public surveys at four European life sciences institute