| Integrated evaluation indicators | First valuation indicators | Secondary evaluation indicators | Type of indicator | References |
| video viewing behavior in marketing M | Basic content M1 | Image Perception M11 | Qualitative indicators | Yu, & Xie, 2020; Pu, 2013 |
| Content Attraction M12 |
| Picture Sense M13 |
| Background Music M14 |
| Thematic Relevance M15 |
| Producer’s Charm M16 |
| Full Information Emotion Theory M2 | Demand Forces M21 |
| Emotional Power M22 |
| Cognitive Ability M23 |
| Behavior M24 |
| Experience M25 |
| Communication breadth M3 | Volume of Playback M31 | Quantitative indicators | Chen, Zhang et al., 2020 |
| Forwarding M32 |
| Propagation depth M4 | Number of Collections M41 |
| Number of Likes M42 |
| Number of Coinages M43 |
| Communication participation M5 | Number of Bullet-screens M51 |
| Number of comments M52 |