A Critical Review on Quality of Experience for Videos and User Engagement on Social Media Platforms

Videos have been used to attract consumers and this has become an important marketing tool on social media platforms today. Research on users' perceptions of video Quality of Experience (QoE) has attracted increasing global attention in recent years. This paper critically reviews previous research works on factors influencing users’ perceptions of video quality on social media and the related variables. Through a systematic literature review, the paper contributes to understanding social media adoption, specifically looking into video quality and its connection to user engagement in social media advertising. The analysis of related works can highlight the gaps that have yet to be addressed.