Investigating the impact of short-form video advertising features on consumer purchase intention

Abstract

Recently, the prevalence of short-form videos on social media has surged significantly. This surge has prompted an increasing utilization of short-form content as a medium for marketing and advertising, with organizations dedicating substantial financial resources and time to short-form video advertising. To harness this phenomenon effectively, it is crucial to comprehend how short-form video advertisements engage consumers’ purchase intentions. In pursuit of this objective, our research proposes a conceptual framework that integrates the Means-End Chain framework and Ducoffe's advertising model. This conceptual model was empirically examined using partial least squares (PLS) estimation with data collected from 263 online respondents. Our findings indicate that three attributes of short-form video advertising (congruency, personalization, and controllability) influence consumers’ cognitive and affective perceptions. These perceptions predict advertising value, subsequently driving consumers’ purchase intentions. The study significantly contributes to the literature on short-form video advertising by elucidating the influence of short-form video ads on consumers’ purchase intentions.