ARTICLE

https://doi.org/10.1057/s41599-024-02808-w OPEN

How short video marketing influences purchase

intention in social commerce: the role of users’
persona perception, shared values, and individual-
level factors
Xiangdong Shen1 & Junbin Wang 1✉
1234567890():,;

The purpose of this study is to expand the stimulus‒organism‒response model to explore the
impact of short video users’ persona perception on their purchase intention on short video
platforms in the context of Chinese short video marketing. The model is empirically tested
using structural equation modeling and survey data collected from 350 short video users. The
results show that 10 of the 11 hypotheses in the research model are supported and have
reliable prediction accuracy. Short video users’ persona perception of each dimension has a
significant positive impact on shared value creation. This study thus constructs mediating and
moderating variables by exploring the internal correlation and intermediate mechanism
between short video users’ persona perception and purchase intention. First, shared value
creation plays a mediating role between persona perception and purchase intention on short
video platforms. Second, two individual-level moderating variables play a moderating role
between shared value creation and purchase intention across short video platforms: Reg-
ulatory focus and social presence. This research therefore provides useful implications and
guidance for brands and merchants seeking targeted and efficient precision marketing on
short video platforms. It also enriches the theoretical research on consumer behavior on short
video platforms.

1 Business School, Changshu Institute of Technology, Suzhou, China. ✉email: junbin_wang@cslg.edu.cn

HUMANITIES AND SOCIAL SCIENCES COMMUNICATIONS | (2024)11:290 | https://doi.org/10.1057/s41599-024-02808-w 1

ARTICLE HUMANITIES AND SOCIAL SCIENCES COMMUNICATIONS | https://doi.org/10.1057/s41599-024-02808-w

A
Introduction
mid the rapid development of the internet, China has promotion is also uneven. Hence, motivated by this academic and
entered an era where all people are online. The Statistical practical significance, this study explores how users’ behaviors
Report on Internet Development in China has indicated and individual characteristics affect their purchase intention
that as of December 2022, the number of Internet users in China when they have value resonance with streamer perception.
reached 1.067 billion (CNNIC, 2023). Technological innovation Specifically, we seek to answer the following research questions:
and development in the field of digital information have gener-
ated a series of short video application platforms. In terms of the 1. Do consumers generate purchase intention while watching
fast-growing network entertainment lifestyle, short videos have short videos?
become an emerging popular culture and social communication 2. What persona perception factors create shared value with the
language. Similar to Instagram, Snapchat Story, Houseparty, and focal platform?
Micodeng are owned by Twitter and Facebook. TikTok, Kwai, 3. What factors affect shared value and consumers’ willingness
and Volcano videos are customized based on the usage habits of to purchase on short video platforms?
Chinese users and have become the main components of the This study takes short video platform users as the research
domestic short video ecosystem. As of December 2022, the object; through field survey data, it uses structural equation
number of short video users reached 1.012 billion (CNNIC, modeling (SEM) to process and empirically analyze the collected
2023). Short video marketing meets the entertainment needs of data and then explores the relevant factors that affect shared value
people in regard to their busy lives because of its low threshold and consumer purchase intention in short video marketing. It
and fast entertainment (Louisa and Yang, 2023). Short video therefore enriches the theory on short video marketing and
content consumption has also successfully broken through bar- consumer behavior and provides salient references for relevant
riers and entered the public’s field of vision. companies involved in short video marketing.
Different from static pictures or traditional videos, short videos The introduction is followed by a literature review and
have a low entry barrier, rich information, and fast transmission hypothesis development. Then comes the research framework,
speed, which can fully arouse consumers’ virtual senses (Xiao followed by the data analysis and results. The fifth section is
et al., 2020). Bhardwaj and Sharma (2020) indicated that short discussion and implications, as well as thoughts on future
videos can activate vision and hearing simultaneously, thereby research. The research design is shown in Fig. 1.
fully activating the human brain, and are easier for audiences to
remember. Sun (2020) showed that short video marketing can
Literature review and hypothesis development
enhance the authenticity of video content and make audiences
The stimulus‒organism‒response framework. This study
feel more interactive. Sedej (2019) also found that short video
adopted the S-O-R paradigm in framework construction for three
marketing has high information density, which is conducive to
reasons. Firstly, although the S-O-R paradigm was initially used
awakening the emotional needs of an audience and creating
in the field of environmental psychology, marketing research has
conditions for direct communication between enterprises and
also shown that consumers’ consumption behavior is influenced
audience members. On the psychological level of users, Cheng
by environmental stimuli (Eroglu et al., 2003; Mazaheri et al.,
and Li (2023) found that short videos like TikTok news with
2011). Chinese people are dominated by collectivism in a mul-
negative sentiment and more second-person perspectives were
ticultural social environment and are particularly sensitive to
associated with higher viewer engagement. In the research
various environmental factors (Shobeiri et al., 2018). Therefore,
regarding short video marketing’s impact on consumers’ pur-
the S-O-R paradigm can be used to study the response of Chinese
chase intention, the content characteristics of the short video
consumers to short video stimuli. Secondly, under the S-O-R
itself and the impact of the short video marketing platform on
paradigm, when consumers receive multi-sensory input from the
consumers’ purchase intention have mainly been studied (Boman
external environment, their internal state also affects their
and Raijonkari, 2017; Alexandra and Scarlat, 2017).
behavior. Some studies use the S-O-R paradigm to explain con-
Such studies have extensively explored the impact of various
sumer behavior under various external environmental stimuli,
factors on purchase intention in social commerce, such as brand
resulting in certain predictions (Russell and Mehrabian, 1974; Wu
equity (Huang et al., 2022), social learning (Chen et al., 2017),
et al., 2019; Ebru et al., 2023). Therefore, the S-O-R model can be
digital influencers (Wang et al., 2021), and video creation cap-
used to explain the relationship between persona perception,
abilities (Cuesta-Valiño et al., 2022). However, little attention has
shared value creation, and purchase intention on short video
been given to the role of persona perception in short video
platforms. Thirdly, with the continuous expansion and deepening
marketing. Persona perceptions refer to consumers’ perceptions
of short video platforms in China, studying which persona per-
and evaluations of the personalities, characteristics, and attributes
ception can capture consumers’ true intentions, meet their
displayed by individuals or characters in short videos (Salminen
internal needs, and further increase their willingness to purchase
et al., 2020). Understanding how such perception shapes con-
goods through short video platforms has high research and
sumers’ purchase intention is crucial for marketers to optimize
practical significance (Chai et al., 2017; Li et al., 2019; Eroglu
their short video marketing strategies (Gan et al., 2023). There-
et al., 2003; Imene and Lolwah, 2023). Therefore, this study is
fore, further research is needed to reveal the direct and indirect
suitable for applying the S-O-R paradigm to examine the rela-
effects of persona perception on consumers’ purchase intention,
tionship between persona perception and purchase intention on
potentially, by considering factors such as authenticity, relat-
short video platforms. Finally, the S-O-R paradigm is an effective
ability, and likeability (Salminen et al., 2020). Such research could
and direct approach adopted in this study to examine the impact
also draw upon theories from consumer psychology, the notion of
of persona perception (S) through shared value creation (O) on
social influence, and media effects to provide a comprehensive
consumers’ purchase intention (R) on short video platforms.
understanding of the underlying mechanisms.
In the era of big data in the 21st century, short videos have
become an indispensable tool for daily entertainment and cor- Hypothesis development. Porter and Kramer defined shared
porate marketing. Although short video marketing has many value as follows: The “policies and operating practices that
advantages over traditional marketing methods, in actual mar- enhance the competitiveness of a company while simultaneously
keting, the understanding of the effectiveness of such marketing advancing the economic and social conditions in the

2 HUMANITIES AND SOCIAL SCIENCES COMMUNICATIONS | (2024)11:290 | https://doi.org/10.1057/s41599-024-02808-w

HUMANITIES AND SOCIAL SCIENCES COMMUNICATIONS | https://doi.org/10.1057/s41599-024-02808-w ARTICLE

Fig. 1 Research background. Research design.

communities in which it operates” (Porter and Kramer, 2011). satisfaction and ultimately enhance customer loyalty. This
According to this definition, the interaction between short video improvement in firm performance and customer loyalty can be
influencers and viewers through formal channels constitutes regarded as an embodiment of shared value creation; thus, shared
shared value creation. Studies have shown that trust can promote value creation is also positively affected by the quality of
interactions between influencers and viewers in e-commerce information provided by a platform. Therefore, what character-
(Chang and Chen, 2008). Wongkitrungrueng and Assarut (2020) istics should information convey to have a positive impact on
have also confirmed that customers’ trust in a seller is positively shared value creation? Chang (2018) proposed that high
correlated with their engagement. In addition, credibility plays a perceived information consistency is vital for the success of
crucial role in viewers’ positive attitudes toward influencers brands. In addition, Shamala et al. (2017) demonstrated that
(Belanche et al., 2021). Therefore, short video influencers objectivity, completeness, reliability, and verifiability have a
strengthen their credibility to gain viewers’ trust, which is con- significant impact on the quality of information collection in
ducive to promoting consumers’ participation in interaction and information security risk management and can guide practi-
shared value creation. In addition, credibility has an impact on tioners to make effective plans and reach successful decisions.
consumers’ purchase intention. Weismueller et al. (2020) found Chu et al. (2018) have also used completeness, relevance, and
that source credibility significantly enhances consumers’ purchase accuracy as the criteria for judging information quality. Accord-
intention. In a similar manner, decision use and active use ingly, based on the above research and the characteristics of short
intention concerning gamified e-commerce websites influence videos, we argue that the information provided by short video
viewers’ buyback intention (Aparicio et al., 2021). Hence, short platforms should convey the characteristics of consistency,
video platforms enhance their credibility through real influencers completeness, and clarity. Clarity is also an important factor for
and work to ensure viewers have a positive attitude toward using any platform to consider because the information provided by
them, which increases product sales and economic contributions. short video platforms should be expressed with clarity and ease,
When viewers can create jobs for themselves by continuing to use which is conducive to viewers’ understanding thereof and affects
short video platforms to make videos, they also make great shared value creation. Based on this, the following hypotheses are
contributions to society. Based on this, the following hypotheses proposed:
are proposed: H3: Consistency has a significant positive impact on shared
H1: Credibility has a significant positive impact on shared value creation.
value creation. H4: Completeness has a significant positive impact on shared
H2: Willingness to use has a significant positive impact on value creation.
shared value creation. H5: Clarity has a significant positive impact on shared value
Shared value creation requires platforms to convey appropriate creation.
information to viewers through short videos. Regarding the Shared value creation is influenced not only by the platform
important role of information, myriad academic studies have itself but also by the emotional factors among viewers. For short
been carried out. For example, Hartono et al. (2010) illustrated video platforms, short video influencers are the most able to
that the quality of shared information affects the performance of influence viewers’ emotions. The “similar-to-me” effect (Cotter,
an operational supply chain and then improves overall firm 2011) shows that individuals are more likely to respond to others
performance. Kim et al. (2021) also confirmed that qualified whom they deem similar to themselves. Similarity to others helps
information and services have a positive impact on customer generate empathy (Bornet and Brangier, 2016). Moreover,

HUMANITIES AND SOCIAL SCIENCES COMMUNICATIONS | (2024)11:290 | https://doi.org/10.1057/s41599-024-02808-w 3

ARTICLE HUMANITIES AND SOCIAL SCIENCES COMMUNICATIONS | https://doi.org/10.1057/s41599-024-02808-w

empathy is positively correlated with overall corporate social pay more attention to positive results. When individuals are
responsibility as well as the relevant social and environmental prevention-focused, they pay more attention to the negative
factors (Chourou et al., 2021). In a new relationship, customer- outcomes they want to avoid (Higgins et al., 2001). The academic
perceived relationship empathy also contributes to increased trust community has carried out many studies based on the theory of
(Mangus et al., 2020). Therefore, when viewers on short video regulatory focus. For example, Kim et al. (2012) have indicated that
platforms find similarities with influencers, they are more likely to the influence of CSR activities on consumers’ attitudes and purchase
have a favorable impression thereof, generating empathy and intention depends on the type of hope inspired by CSR
contributing to shared value creation. Via empathy and similarity, advertisements. While CSR advertisements that describe the
viewers are better able to understand and trust influencers, better negative state of the current environment and show how the
promoting stable relations between these two parties and thereby contrasting improvements caused by CSR activities can trigger
contributing to society and the economy. prevention hope, those describing a positive future image may
Viewers’ affection for short video influencers is equally generate promotion hope. Similarly, Zhang (2016) has found that
important. Akarsu et al. (2020) have demonstrated that the consumers with a high degree of narcissism (promotion focus
likability of Airbnb affects the willingness of users to visit it again orientation) have a strong purchase intention for products
and recommend it. Teng and Tsai (2020) also showed that tour presenting promotion-focused advertisements but that consumers
leader likability at once directly affects viewers’ value cocreation with a low degree of narcissism (prevention focus orientation) have
behavior and indirectly affects it through the intermediary impact a strong purchase intention for products presenting prevention-
of tour leader attachment. Influencers with more likability on focused advertisements. Thus, according to regulation focus theory
short video platforms can make viewers recognize similar aspects and the above research conclusions, when a short video platform
of themselves, reducing the sense of distance between them, arouses prevention hope via shared value creation and by delivering
which plays a positive role in shared value creation. Chen et al. avoidable negative information to consumers, it stimulates the
(2020) have indicated the importance of research on shared value purchase intention of prevention-focused consumers. When positive
creation from a public perspective, as this contributes to the information is delivered to consumers and arouses promotion hope,
development of shared value creation from the perspectives of the it better stimulates the purchase intention of promotion-focused
public and organizations. Likability, empathy, and similarity are consumers. Based on this, the following hypotheses are proposed:
salient variables in the research on shared value creation from the H10: Regulatory focus plays a moderating role between shared
perspective of viewers’ emotional factors. Therefore, we suggest value creation and purchase intention.
that likability, empathy, and similarity contribute to shared value H10a: When shared value creation reflects positive results, the
creation. Based on this, the following hypotheses are proposed: purchase intention of promotion-focused consumers becomes
H6: Likability has a significant positive impact on shared value stronger than that of prevention-focused consumers.
creation. H10b: When shared value creation reflects negative results that
H7: Empathy has a significant positive impact on shared value must be avoided, the purchase intention of prevention-focused
creation. consumers becomes stronger than that of promotion-focused
H8: Similarity has a significant positive impact on shared value consumers.
creation. Moreover, the mediating role of shared value creation may be
As a new form of online shopping, shopping on short video moderated by social presence. When Short et al. (1976) first
platforms has gradually attracted the attention of consumers in proposed social presence, they suggested that social presence is
recent years. To further enhance consumers’ purchase intention the degree to which a person is regarded as a “real person” and
on short video platforms, it is particularly important to explore the his or her perceived degree of connection with others in
antecedents thereof on short video platforms. The antecedents of communication through media. The sense of presence plays an
continuous use intention have thus attracted academic attention. important role in communication and interaction. Similarly,
Li et al. (2018) have noted that a platform should create a warm social presence has an important impact on the interaction and
environment that can promote emotional development between trust between online shopping platforms and users. Due to their
its audience and users to promote the purchase intention of the lack of consumer trust, many newly opened online stores end up
latter. Shang et al. (2017) also showed that consumer resonance on failing. Further exploring the influence of social presence,
social networking sites has a significant positive impact on Ogonowski et al. (2014) have found that consumers are more
consumers’ purchase intention and that this phenomenon likely to trust a website if it offers the impression of a high level of
originates with sellers who release appropriate product informa- social presence. In addition, when verifying the trust scale with
tion on social networking sites while actively interacting with the four dimensions of integrity, predictability, ability, and
consumers through appropriate channels. Fan et al. (2020) have benevolence in the electronic product environment, Gefen and
also shown that mobile live video interactivity improves users’ Straub (2004) also showed that social presence has a certain
identification with influencers and their experience when watching influence on these trust dimensions; specifically, benevolence has
live videos, thereby promoting users’ continuous use intention. In the strongest influence and affects online purchase intention. Ye
sum, to improve users’ purchase intention, short video platforms et al. (2019, 2020) also concluded that social presence can
must provide appropriate products and have sufficient formal indirectly improve customers’ trust and purchase intention
channels for interacting with audiences and selling more products through intermediary channels such as utilitarianism and
to realize economic contributions. In addition, they also must be hedonism. Hence, the greater the presence of a short video
able to stabilize their emotional relationships with audiences to platform is, the greater its users’ trust due to the platform’s
create better social contributions. Such economic and social human touch and social sense, which stimulate viewers’ purchase
contributions embody shared value creation; thus, shared value intention. The lesser the presence of a platform is, the greater its
creation generates and increases viewers’ purchase intention. users’ alienation, reducing their trust. Therefore, the quality of the
Based on this, the following assumption is proposed: interaction between the platform and the user is affected by the
H9: Shared value creation has a significant positive impact on degree of social presence of the former, which affects the purchase
purchase intention. intention of the latter. Hence, social presence modulates the
The regulatory focus has two forms: promotion focus and or impact of shared value creation on viewers’ purchase intention on
prevention focus. When individuals are promotion-focused, they a platform. Based on this, the following hypotheses are proposed:

4 HUMANITIES AND SOCIAL SCIENCES COMMUNICATIONS | (2024)11:290 | https://doi.org/10.1057/s41599-024-02808-w

HUMANITIES AND SOCIAL SCIENCES COMMUNICATIONS | https://doi.org/10.1057/s41599-024-02808-w ARTICLE

Table 1 Paper information on variables and research hypotheses.

Variables Hypotheses Authors and references

Credibility Credibility → CSV Weismueller et al. 2020
Consistency Consistency → CSV Shamala et al. 2017
Completeness Completeness → CSV Kim et al. 2021
Clarity Clarity → CSV Chu et al. 2018
Likability Likability → CSV Bornet and Brangier, 2016
Empathy Empathy → CSV Mangus et al. 2020
Similarity Similarity → CSV Xiao et al. 2020
Willingness to use Willingness to use → CSV Aparicio et al. 2021
Creating Shared Values Creating Shared Values → Purchase intention Ham et al. 2020
Purchase intention Dependent variable Kim et al. 2012
Regulatory Focus The moderating effect of regulatory focus on shared value creation and purchase intention. Higgins et al. 2001
Social Presence The moderating effect of social presence on shared value creation and purchase intention. Ye et al. 2020

Fig. 2 Literature research. Research model.

H11: Social presence plays a moderating role between shared consumers with higher brand awareness of products have a
value creation and purchase intention. stronger purchase intention when shopping on short video
H11a: The greater the sense of social presence is, the stronger platforms. Therefore, brand awareness should also be included in
the influence of shared value creation on viewers’ purchase the model. Regarding the authors of each variable, the relevant
intention. paper information and hypotheses are shown in Table 1.
H11b: The lesser the sense of social presence is, the weaker the
impact of shared value creation on viewers’ purchase intention.
To test the validity of the research model, it is also necessary to Research framework. This study proposes 11 hypotheses and
add control variables that have an impact on purchase intention. constructs a theoretical model adopted to short video platform
Chen et al. (2021) have noted that personal factors (such as age, users, as shown in Fig. 2.
gender, income, education, impulsivity, and emotional suscept-
ibility) affect shoppers’ impulsive purchase decisions to varying
degrees due to the different types of shopping partners. In live Instrument. To ensure content validity, the measurement items
streaming, for example, entertaining content is more likely to mainly refer to mature scales from previous research. Credibility
cause men to buy virtual gifts (Li et al., 2018). Therefore, the was measured using four items adapted from Weismueller et al.
effects of age, gender, and income should be controlled for in the (2020). Consistency was measured using four items adapted from
study. The content quality of the products provided by a brand on Shamala et al. (2017). Completeness was measured using four
social media and the interaction between users and the company items adapted from Kim et al. (2021). Clarity was measured using
increase users’ enjoyment motivation and strengthen users’ brand three items adapted from Chu et al. (2018). Likability was mea-
awareness, especially among millennials. As a company provides sured using four items adapted from Bornet and Brangier (2016).
increasingly high-quality web content on social media, the Empathy was measured using three items adapted from Mangus
interaction between consumers and this company and its brand et al. (2020). Similarity was measured using four items adapted
is enhanced, which attracts more consumers and establishes from Xiao et al. (2020). Willingness to use was measured using
consumer brand awareness, thus promoting consumers’ will- four items adapted from Aparicio et al. (2021). Shared value
ingness to buy offline (Dabbous and Barakat, 2020). Hence, creation was measured using eight items adapted from Ham et al.

HUMANITIES AND SOCIAL SCIENCES COMMUNICATIONS | (2024)11:290 | https://doi.org/10.1057/s41599-024-02808-w 5

ARTICLE HUMANITIES AND SOCIAL SCIENCES COMMUNICATIONS | https://doi.org/10.1057/s41599-024-02808-w

(2020). Purchase intention on short video platforms was mea- bias in the research. These results show that the measurement
sured using three items adapted from Kim et al. (2012). items are all aggregated into 10 factors with eigenvalues greater
All measurement items used in this study were pretested with a than 1 and that the first factor explains 28.587% of the variance in
sample of 20 volunteers, all of whom were short video users, all items, which is less than the critical value standard of 40%,
similar to the target sample to be investigated. Conduct personal indicating that this study effectively controlled for data variance
interviews to correct potential deficiencies and anticipate any and thus, CMV.
doubts and issues that may arise during the information
collection process. After the pretest, we removed the problematic Reliability and validity. The Cronbach’s α and composite relia-
indicators, and the questionnaire with 41 items was finally bility (CR) values were above the recommended threshold of 0.7
formulated. The final survey questionnaire is presented in (Straub et al., 2004) and exhibited a satisfactory level of reliability
Table 2. Participants involved in this pretest were not included (as in Table 2). In Table 4, this study verified the convergent
in the main sample. validity using the average variance extracted (AVE) and factor
Since the original text was in English, we conducted a back loadings. The results show that the AVE value is higher than the
translation to ensure the translation validity. Firstly, a native recommended threshold of 0.5 (Fornell and Larcker, 1981) and
Chinese researcher translated the source project from English to the standard loadings are higher than 0.7, thus indicating good
Chinese. Next, another researcher independently translated these convergent validity (Chin et al., 1997).
contents back into English. Subsequently, the two researchers By comparing the correlation coefficients with the square roots
compared two English versions and jointly revised the first of AVE (Fornell and Larcker, 1981), the study found that all
Chinese version of the project. Then we invited a panel of experts square roots of AVE were greater than the interconstruct
in the field of consumer behavior to test the surface validity of the correlation coefficients. Therefore, the discriminant validity of
survey tools. Based on their feedback, we have made minor the study is good (as shown in Table 5).
modifications to improve the comprehensiveness and user-
friendliness of the measurement project. The measurement items
Hypothesis testing. After examining the measurements’ validity
of the questionnaire design were tested using a seven-point Likert
and reliability, we tested the proposed hypotheses using AMOS.
scale, which ranged from 1 (not agree at all) to 7 (absolutely
Table 6 and Fig. 3 indicate that nine of the hypothesized rela-
agree).
tionships were supported by these results. Credibility significantly
influenced shared value creation, thus supporting H1 (β = 0.122,
Data collection. Although the current popularity of short videos p < 0.01). Consistency significantly influenced shared value crea-
in China is very high, young people are more likely to view short tion, thus supporting H2 (β = 0.152, p < 0.001). Completeness
videos. Therefore, this study is mainly survey research, carried out significantly influenced shared value creation, supporting H3
in Chinese universities. First, based on its purpose, this study did (β = 0.121, p < 0.05). Clarity significantly influenced shared value
not invite subjects lacking familiarity with short video platforms creation, supporting H4 (β = 0.213, p < 0.001). Likability sig-
to participate in the survey; thus, the final sample has good nificantly influenced shared value creation, supporting H5
validity. Second, the surveyed students completed their ques- (β = 0.105, p < 0.05). Empathy significantly influenced shared
tionnaires during class to ensure the highest quality thereof. value creation, supporting H6 (β = 0.113, p < 0.05). Similarity
Finally, to help them understand the items more clearly, this significantly influenced shared value creation, thus supporting H7
study collected data through face-to-face structured interviews (β = 0.072, p < 0.05). Similarity significantly influenced shared
with the respondents rather than allowing them to complete them value creation, thus supporting H8 (β = 0.293, p < 0.001). In
on their own. The average completion time of a single ques- addition, shared value creation significantly influenced purchase
tionnaire was approximately 18 min. intention on short video platforms, thus supporting H9
Data collection was conducted during the summer of 2022. A (β = 0.878, p < 0.001).
total of 400 responses were received over a four-week period.
Therefore, 350 responses were used for subsequent analysis, after Mediating effect testing. Since this study suggests that shared
50 incomplete and invalid responses were dropped. Table 1 value creation mediates the effect of persona perception on
summarizes the demographic information of the final sample. As purchase intention on short video platforms, bootstrapping was
Table 3 indicates, among the 350 respondents, 98 were male, and used to test this mediating effect (Preacher and Hayes, 2008,
252 were female. There were significantly more women than men Shrout and Bolger, 2002). The use and testing of mediating effects
who watched the short videos. According to the <Tiktok Research is a main trend in management studies. SEM based on boot-
Report> released by Beijing News, female users account for strapping can overcome the shortcomings of traditional testing
65.4%, which is much higher than the 34.6% of male users methods such as the Sobel test for small sample sizes and med-
(Tiktok Research Report, 2023), which is consistent with the iating effect values. Table 7 therefore shows that the indirect effect
results of this study. This is because short video content is of shared value creation on the relationship between persona
relatively easy and entertaining, as well as more intuitive and perception and purchase intention on short video platforms is
convenient shopping channels, attracting more female users. The significant, with a 95% bootstrap confidence interval, excluding
age group of 21 to 29 was the largest, containing over half of the zero. This finding suggests that shared value creation mediates the
respondents, or 53.7%. Approximately 94.9% of the respondents effect of persona perception on purchase intention on short video
had a monthly income of less than RMB 3000 (equivalent to US platforms.
$500). Concerning short video viewing frequency, 163 partici-
pants stated they view short videos for less than 1 h a day.
Moderation effect testing. To verify Hypothesis 10, that is, the
moderating effect of regulatory focus on shared value creation
Data analyses and results and purchase intention, we first set purchase intention as the
Common method bias. To minimize the impact of CMV, this dependent variable and then located shared value creation, reg-
study adopted control measures such as anonymous filling, set- ulatory focus, and the interaction term between them in turn. To
ting antisense items, and disrupting the order of items. Harman’s eliminate the collinearity problem, shared value creations and
single-factor method was also used to test for common method regulatory focus should be centrally processed, and then the

6 HUMANITIES AND SOCIAL SCIENCES COMMUNICATIONS | (2024)11:290 | https://doi.org/10.1057/s41599-024-02808-w

HUMANITIES AND SOCIAL SCIENCES COMMUNICATIONS | https://doi.org/10.1057/s41599-024-02808-w ARTICLE

Table 2 Questionnaire items.

Construct Item
Credibility (adapted from Weismueller Measures how credible (realistic, authentic) the influencer appears.
et al., 2020) CRE_1: The influencer seems real
CRE_2: I have met people like this influencer
CRE_3: The short videos of the influencer look authentic
CRE_4: The influencer seems to have a personality
Consistency (adapted from Shamala et al., 2017) Measures how consistent the different information in the influencer profile is.
CON_1: The profile of the influencer matches the information conveyed by the short videos
CON_2: The influencer of the influencer matches the information conveyed by the short videos
CON_3: The information conveyed by the short videos seems consistent
CON_4: The influencer’s demographic information (age, gender, country) corresponds with
information conveyed by the short videos
Completeness (adapted from Kim et al., 2021) Measures how well the influencer captures essential information about the users it describes.
COM_1: The short video is detailed enough to make decisions for customers
COM_2: The short video seems complete to understand the influencer of the influencer
COM_3: The short video provides enough information to understand the product it links
COM_4: The short video is not missing vital information related to the products it links
Clarity (adapted from Chu et al., 2018) Measures how clearly the influencer information is presented. The information about the
influencer is well presented.
CLA_1: The content in the short video is clear enough to view
CLA_2: The information in the short video is easy to understand
CLA_3: The influencer is memorable
Likability (adapted from Bornet and Brangier, Measures how likable the respondent perceives the influencer to be.
2016) LIK_1: I find this influencer likable
LIK_2: I could be friends with this influencer
LIK_3: This influencer feels like someone I could spend time with
LIK_4: This influencer is interesting
Empathy (adapted from Mangus et al., 2020) Measures how well the respondent empathizes with the influencer.
EMP_1: I feel like I understand this influencer
EMP_2: I feel strong ties to this influencer
EMP_3: I can imagine a day in the life of this influencer
Similarity (adapted from Xiao et al., 2020) Measures how similar the respondent feels the influencer is to him or her.
SIM_1: This influencer feels similar to myself
SIM_2: The influencer and I think alike
SIM_3: The influencer and I share similar interests
SIM_4: I believe I would agree with this influencer on most matters
Willingness to use (adapted from Aparicio Measures how willing the respondent is to learn more about the influencer.
et al., 2021) WTU_1: I would make use of this influencer in my task of posting a short video
WTU_2: I would like to know more about this influencer
WTU_3: I can imagine ways to make use of the short video in my task of posting the short video
WTU_4: The short video would improve my ability to make decisions about the product it describes
Creating shared values (adapted from Ham Measures the economic dimension of CSV.
et al., 2020) CSV_1: The influencer offers high-quality products to viewers
CSV_2: The products offered by influencer seem to be sold more than other influencers with the
same or similar products.
CSV_3: The influencer has a formal procedure for interaction and dialog with its viewers, suppliers,
and other stakeholders
Measures the social dimension of CSV.
CSV_4: The influencer creates jobs
CSV_5: The influencer improves the economic welfare of the community
CSV_6: The influencer fosters local economy’s development
CSV_7: The influencer helps create a better society
CSV_8: The influencer strives to enhance stable relationships through collaboration with its viewers
Purchase intention (adapted from Kim Measures intention to purchase items via a short video platform.
et al., 2012) PI_1: The probability that I would consider buying an item (e.g., apparel) from short video platform
(e.g., Tik Tok) within the next six months is high
PI_2: My willingness to buy an item (e.g., apparel) from short video platform (e.g., Tik Tok) within the
next six months is high
PI_3: The likelihood of my purchasing an item (e.g., apparel) from short video platform (e.g., Tik Tok)
within the next six months is high

interaction term between these two variables should be con- Furthermore, in the measurement of regulatory focus in the
structed. These results show that the interaction term between research design, the 11 items of Higgins et al. (2001) were used to
shared value creation and regulatory focus is significantly posi- measure consumers’ regulatory focus attributes, and consumers
tively correlated with purchase intention (β = 18.717, p < 0.01), were classified according to the measurement results. In the
which indicates that regulatory focus has a moderating effect on regulatory focus questionnaire, questions 1–6 measure promotion
shared value creation and purchase intention (see Fig. 4). focus, and questions 7–11 measure prevention focus. In the

HUMANITIES AND SOCIAL SCIENCES COMMUNICATIONS | (2024)11:290 | https://doi.org/10.1057/s41599-024-02808-w 7

ARTICLE HUMANITIES AND SOCIAL SCIENCES COMMUNICATIONS | https://doi.org/10.1057/s41599-024-02808-w

Table 3 Demographics of the survey respondents (N = 350). Table 4 Results of confirmatory factor analysis.

Demographics Category Frequency % Construct Indicator Standard Cronbach’s α CR AVE

Gender Male 98 28.0 loadinga
Female 252 72.0 Credibility CRE1 0.784 0.787 0.803 0.509
Age ≤20 159 45.4 CRE2 0.597
21–29 188 53.7 CRE3 0.805
31–39 2 0.6 CRE4 0.645
40–49 0 0.0 Consistency CON1 0.731 0.840 0.851 0.592
≥50 1 0.3 CON2 0.841
Income ≤3000 332 94.9 CON3 0.870
3001–5000 10 35.9 CON4 0.607
5001–8000 0 0.0 Completeness COM1 0.824 0.839 0.848 0.586
8001–20000 3 0.9 COM2 0.803
≥20,000 5 1.4 COM3 0.834
Daily short video viewing frequency ≤ 1h 163 46.6 COM4 0.571
1-2 127 36.3 Clarity CLA1 0.740 0.767 0.779 0.542
2-3 33 9.4 CLA2 0.808
≥3 h 27 7.7 CLA3 0.653
Likability LIK1 0.776 0.871 0.872 0.631
LIK2 0.796
classification method of this research, the difference between LIK3 0.809
promotion focus and prevention focus is set as M; with M = 0 as LIK4 0.796
the reference line, M greater than 0 is classified as promotional Empathy EMP1 0.783 0.749 0.751 0.504
focus, and M less than or equal to 0 is classified as prevention EMP2 0.703
focus. Depicting these differences among different individuals in EMP3 0.635
the relationship between shared value creation and purchase Similarity SIM1 0.749 0.870 0.872 0.631
intention also proves that regulatory focus plays a moderating SIM2 0.851
role between shared value creation and purchase intention (see SIM3 0.778
SIM4 0.795
Table 8). Thus, Hypothesis 10 is verified.
Willingness to WTU1 0.658 0.748 0.801 0.502
To verify Hypothesis 11, the same method was used to use WTU2 0.757
centralize shared value creation and social presence to construct WTU3 0.686
an interaction term between these two variables. These results WTU4 0.728
show that the interaction item between shared value creation and Shared value CSV1 0.595 0.876 0.879 0.476
social presence is significantly positively correlated with purchase creation CSV2 0.647
intention (β = 11.470, p < 0.05), which indicates that the greater CSV3 0.683
the level of social presence is, the stronger the positive effect of CSV4 0.693
shared value creation on purchase intention (see Fig. 5). CSV5 0.760
Furthermore, social presence is divided into two samples (high CSV6 0.707
and low) by adding or subtracting one standard deviation from CSV7 0.767
the mean value of social presence and depicting the differences in CSV8 0.652
Purchase PI1 0.936 0.971 0.971 0.917
the relationship between shared value creation and purchase
intention on PI2 0.960
intention among individuals with different levels of social short video PI3 0.977
presence. These results prove that social presence positively platforms
regulates the impact of shared value creation on purchase
intention. However, the low social presence group demonstrates χ2 = 2.173, CFI = 0.911, TLI = 0.897, IFI = 0.913, RMSEA = 0.058.
aAll standard loadings were significant at p < 0.001.
no significant moderating effect between shared value creation
and purchase intention (see Table 9). Thus, Hypothesis 11 is
verified.
creation, regulatory focus, social presence, and purchase
intention.
Robustness check. To enhance the strength of the research First, in short, video marketing, the perception of each
conclusions, this study used PROCESS in SPSS 24.0 to analyze the dimension of persona has a significant positive impact on shared
robustness of the research model. Model 14 was used to test the value creation, consistent with previous research (Salminen et al.,
moderated mediation effect of the model and indicated that the 2020). According to the findings, willingness to use has the
95% confidence interval of Bootstrap contained zero. However, greatest impact on shared value creation. There are various
the mediating effect of shared value creation and the moderating persona positions in current short video marketing, and those
effect between shared value creation and purchase intention was that are more suitable for short video users create more shared
shown to be significant. These therefore fully proved the relia- value for both parties.
bility and robustness of the hypothesis test results in this study. Second, shared value creation plays a mediating role between
persona perception and purchase intention and has a significant
positive impact on purchase intention. Moreover, shared value
Discussion and implications creation has a very strong impact on purchase intention. The
Discussion of findings. This study introduces the “S-O-R” model research on shared value creation referenced (Ham et al., 2020) in
into the short video marketing context, focuses on the antecedent, this study has mainly discussed the economic value and social
mediator, and moderator variables of consumption intention, and value provided by short videos. The short video marketing model
explores the relationship among persona perception, shared value extends the platform value chain, which is conducive to the

8 HUMANITIES AND SOCIAL SCIENCES COMMUNICATIONS | (2024)11:290 | https://doi.org/10.1057/s41599-024-02808-w

HUMANITIES AND SOCIAL SCIENCES COMMUNICATIONS | https://doi.org/10.1057/s41599-024-02808-w ARTICLE

Table 5 Results of correlation coefficient testing.

Mean S.D. 1 2 3 4 5 6 7 8 9 10
Credibility 3.819 0.950 0.713
Consistency 3.888 0.957 0.541 0.769
Completeness 3.599 1.047 0.523 0.425 0.766
Clarity 4.227 1.039 0.578 0.684 0.631 0.736
Likability 3.709 1.033 0.556 0.471 0.607 0.599 0.794
Empathy 3.770 0.997 0.627 0.552 0.645 0.720 0.721 0.710
Similarity 3.448 1.085 0.427 0.355 0.481 0.423 0.669 0.669 0.794
Willingness to use 3.636 0.973 0.567 0.725 0.725 0.621 0.652 0.702 0.652 0.709
Shared value creation 4.130 0.909 0.644 0.626 0.664 0.701 0.701 0.705 0.596 0.704 0.690
Purchase intention on short video platforms 3.194 1.530 0.337 0.241 0.479 0.323 0.499 0.424 0.327 0.558 0.372 0.958

Diagonal bold italic entries are the square root of an AVE; all others are correlation coefficients. M mean, SD standard deviation.

Table 6 Results of hypothesis testing.

Research hypothesis Path value S.E. t-value p-value Support

H1: Credibility → Shared value creation 0.122 0.043 2.820 0.005** Yes
H2: Consistency → Shared value creation 0.152 0.048 3.166 0.002** Yes
H3: Completeness → Shared value creation 0.121 0.053 2.270 0.023* Yes
H4: Clarity → Shared value creation 0.213 0.042 5.097 *** Yes
H5: Likability → Shared value creation 0.105 0.042 2.524 0.012* Yes
H6: Empathy → Shared value creation 0.113 0.050 2.254 0.024* Yes
H7: Similarity → Shared value creation 0.072 0.033 2.161 0.031* Yes
H8: Willingness to use → Shared value creation 0.293 0.053 5.569 *** Yes
H9: Shared value creation → Purchase intention on short video platforms 0.878 0.119 7.388 *** Yes

Note. *p < 0.05; **p < 0.01; ***p < 0.001. n.s. = not significant.

Fig. 3 The results of the research model. *p < 0.05, **p < 0.01, ***p < 0.001.

integration of short video and e-commerce platforms and the than that of promotion-focused consumers. In addition, amid high
creation of stakeholder value, i.e., shared value creation. shared value creation, users experiencing a greater social presence
Finally, regulatory focus and social presence play a moderating have a stronger purchase intention, consistent with previous
role between shared value creation and purchase intention. research (Algharabat et al., 2018). In contrast, amid low shared
Specifically, when shared value creation reflects positive results, value creation, social presence has no significant moderating effect
the purchase intention of promotion-focused consumers is on purchase intention. This may be because in this context users
stronger than that of prevention-focused consumers. When shared watch short videos for a very short time. If the social presence they
value creation reflects negative results that must be avoided, the experience is low, users directly scroll to the next short video,
purchase intention of prevention-focused consumers is stronger making it difficult for them to form a purchase intention.

HUMANITIES AND SOCIAL SCIENCES COMMUNICATIONS | (2024)11:290 | https://doi.org/10.1057/s41599-024-02808-w 9

10
Table 7 Results of mediating effect analysis.

IV M DV IV → M IV → DV M → DV Indirect effect CIs Mediation

CRE CSV PI 0.122** (0.043) 0.049n.s.(0.117) 0.878*(0.119) 0.107**(0.041) [0.038, Yes
ARTICLE

0.203]
CON 0.152** (0.048) 0.001n.s.(0.126) 0.133**(0.046) [0.057, Yes
0.241]
COM 0.121*(0.053) 0.436**(0.149) 0.106*(0.053) [0.013, Yes
0.225]
CLA 0.213***(0.042) −0.139n.s.(0.105) 0.187**(0.042) [0.114, Yes
0.279]
LIK 0.105*(0.042) 0.373***(0.113) 0.093**(0.043) [0.019, Yes
0.192]
EMP 0.113n.s.(0.050) 0.110n.s.(0.137) 0.099*(0.049) [0.016, Yes
0.203]
SIM 0.072 * (0.033) −0.074n.s.(0.092) 0.063*(0.031) [0.073, Yes
0.129]
WTU 0.293***(0.053) 0.656***(0.146) 0.257**(0.058) [0.158, Yes
0.388]

95% Bootstrap confidence intervals for indirect effect.

I independent variable; M mediator variable, DV dependent variable, CRE credibility, CON consistency, COM completeness, CLA clarity, LIK likability, EMP empathy, SIM similarity, WTU willingness to use, CSV shared value creation, PI purchase intention on short video platforms.
Significance at: *p<0.05, **p<0.01 and ***p<0.001, n.s. = not significance; SE: standard errors in brackets.

Note.
analysis.

***p<0.001.
of regulatory focus.

effect of social presence.

intention on short video platforms
intention on short video platforms

Shared value creation → Purchase

Shared value creation → Purchase

0.665
0.808
Estimate

HUMANITIES AND SOCIAL SCIENCES COMMUNICATIONS | (2024)11:290 | https://doi.org/10.1057/s41599-024-02808-w

S.E.
Regression Weights: (Promotion focus group—Default model)

Regression Weights: (Prevention focus group—Default model)

Table 8 Results of regulatory focus moderating effect

C.R.

0.201 4.015

0.164 4.060
P

***
***

building. Our finding shows that optimizing short video anchors

means, as an important tool to promote sales growth and brand
attach great importance to short video marketing as an effective
Implications. First, at the managerial level, the managers should
Fig. 5 Research conclusions and marketing implications. The moderating
HUMANITIES AND SOCIAL SCIENCES COMMUNICATIONS | https://doi.org/10.1057/s41599-024-02808-w

Fig. 4 Research framework and empirical analysis. The moderating effect

HUMANITIES AND SOCIAL SCIENCES COMMUNICATIONS | https://doi.org/10.1057/s41599-024-02808-w ARTICLE

Table 9 Results of social presence moderating effect periods can have further implications for research. Future
analysis. research could thus expand the scope of this study, increase the
sample size, and collect more comprehensive data on live
broadcast consumers to improve the external validity of the above
Estimate S.E. C.R. P
findings. Secondly, the results of this article may have application
Regression weights: (High social presence group—Default model) limitations in different regions and cultures. This study was
Shared value creation → Purchase 0.616 0.128 4.796 *** conducted in China, and due to the different psychological states
intention on short video platforms
of consumers in different countries and cultures, it may limit the
Regression weights: (Low social presence group—Default model)
Shared value creation → Purchase 0.320 0.211 1.520 0.129n.s.
applicability of its results in other cultures (Sun and Zhang, 2006).
intention on short video platforms Therefore, it is crucial to conduct cross-regional and cross-
cultural research in the future. Finally, although this study con-
Note. ***p<0.001. n.s. = not significant. siders the relationship among the independent variables, med-
iator variables, and moderator variables, due to the ongoing
and content can enhance users’ persona perception and shared development of short video marketing in China, new research
values, thereby increasing customers’ purchase intention. As a phenomena continue to emerge. Hence, future research should
brand new form of media, firms can elaborate and release various also consider variables from other perspectives, such as the pro-
types of marketing videos around their own products and ser- duct perspective, using product involvement as a moderator
vices, transform the value of short videos into the value of specific variable.
brands, and produce an effective brand fission effect (Wang et al.,
2023). At the same time, firms need to develop reasonable short
video marketing plans, including target customers, marketing Data availability
strategy, budget, and other aspects of planning (Dong et al., The datasets generated and/or analyzed during the above study
2023). are available from the corresponding author upon reasonable
Second, at the social level, firms should create a social presence request.
for users through short video marketing. This study documents
that a user’s social presence is closely related to purchase Received: 16 June 2023; Accepted: 6 February 2024;
intention. Firms can realize users’ emotional release and
entertainment needs through situational, funny, and personified
soft advertising. In addition, firms can also use virtual
technologies such as interactive artificial intelligence and mixed
reality to provide users with a more authentic and pleasant References
shopping experience (Sung et al., 2021). In the context of social e- Akarsu TN, Foroudi P, Melewar TC (2020) What makes Airbnb likeable?
commerce, firms can also carry out social activities such as live- Exploring the nexus between service attractiveness, country image, perceived
streaming through short video platforms to enhance users’ social authenticity and experience from a social exchange theory perspective within
an emerging economy context. Int J Hosp Manag 91:102635. https://doi.org/
presence (You et al., 2023). 10.1016/j.ijhm.2020.102635
Third, at the economic level, firms can improve the exposure Alexandra I, Scarlat C (2017) Factors Influencing Social Networks Use for Business:
and visibility of products through short video marketing, expand Twitter and YouTube Analysis. Procedia Eng 181:977–983. https://doi.org/10.
market share, increase sales, and thus obtain more commercial 1016/j.proeng.2017.02.496
value. At the same time, firms need to formulate reasonable price Algharabat R, Rana NP, Dwivedi YK, Alalwan AA, Qasem Z (2018) The effect of
telepresence, social presence and involvement on consumer brand engage-
strategies and promotion programs according to market condi- ment: an empirical study of non-profit organizations. J Retail Consum Serv
tions and user needs and pay attention to the integration and 40(2):139–149. https://doi.org/10.1016/j.jretconser.2017.09.011
coordination with other marketing channels. In addition, firms Aparicio M, Costa C, Moises R (2021) Gamification and reputation: key deter-
can reduce costs, improve efficiency and enhance their competi- minants of e-commerce usage and repurchase intention. Heliyon 7(3):e06383.
tiveness through short video marketing (Dai and Wang, 2023). https://doi.org/10.1016/j.heliyon.2021.e06383
Belanche D, Casaló LV, Flavián M, Ibáñez-Sánchez S (2021) Building influencers’
Finally, at the level of consumer behavior, consumers need to credibility on Instagram: effects on followers’ attitudes and behavioral
spend a lot of time and energy to find the information that meets responses toward the influencer. J Retail Consum Serv 61:102585. https://doi.
their needs and hobbies in the mass information of short video org/10.1016/j.jretconser.2021.102585
platforms. Therefore, personalized functions can meet the needs Bhardwaj J, Sharma AK (2020) How video marketing in E-commerce can boost
of this audience. Brands and merchants can use the Internet and sales. IME J 14(1):90–96. https://doi.org/10.5958/2582-1245.2020.00013.5
Boman K, Raijonkari K (2017) Online video as a marketing tool: a quantitative
big data technology to recommend products or services with high survey on video marketing habits. Degree Programme in Music and Media
similarity based on user profiles and recommend short video Management. Bachelor’s Thesis. Apr, pp. 1–79
content that users are interested in through personalized Bornet C, Brangier E (2016) The effects of personas on creative codesign of work
algorithms (Xiao et al., 2023). In addition, firms can use the equipment: an exploratory study in a real setting. CoDesign 12(4):243–256.
shopping cart function of the short video platform to package and https://doi.org/10.1080/15710882.2015.1112814
Chai YT, Miao CY, Sun BW, Zheng YQ, Li QZ (2017) Crowd science and engi-
sell multiple goods, carry out group buying, and other activities to neering: concept and research framework. Int J Crowd Sci 1(1):2–8. https://
attract consumers to buy at preferential prices. The short live doi.org/10.1108/IJCS-01-2017-0004
video function is used to realize experiential consumption Chang HH, Chen SW (2008) The impact of online store environment cues on
scenarios such as product trial and fitting, thereby enhancing purchase intention: Trust and perceived risk as a mediator. Online Inf Rev
consumers’ purchase desire and ultimately promoting the 32(6):818–841. https://doi.org/10.1108/14684520810923953
Chang Y (2018) Perceived message consistency: explicating how brand messages
completion of transactions (Wang et al., 2022). being processed across multiple online media. Comput Hum Behav
85:125–134. https://doi.org/10.1016/j.chb.2018.03.038
Chen A, Lu Y, Wang B (2017) Customers’ purchase decision-making process in
Limitations and future research. The limitations of this study social commerce: a social learning perspective. Int J Inf Manag 37(6):627–638
should be accounted for before generalizing its findings. First, this Chen XQ, Kassas B, Gao ZF (2021) Impulsive purchasing in grocery shopping: Do
research uses cross-sectional data to measure consumers’ cogni- the shopping companions matter? J Retail Consum Serv 60:102495. https://
tion of short videos at a certain time, but data from different doi.org/10.1016/j.jretconser.2021.102495

HUMANITIES AND SOCIAL SCIENCES COMMUNICATIONS | (2024)11:290 | https://doi.org/10.1057/s41599-024-02808-w 11

ARTICLE HUMANITIES AND SOCIAL SCIENCES COMMUNICATIONS | https://doi.org/10.1057/s41599-024-02808-w

Chen Y, Hung-Baesecke C, Bowen S, Zerfass A, Stacks D, Boyd B (2020) The role Chinese O2O-based mobile shopping application. Telemat Inform 56:101483.
of leadership in shared value creation from the public’s perspective: a multi- https://doi.org/10.1016/j.tele.2020.101483
continental study. Public Relat Rev 46(1):101749. https://doi.org/10.1016/j. Li M, Xiao FB, Cheng Y, Xie BJ, Liu CY, Xu BN (2019) Exploring the relationship
pubrev.2018.12.006 between network position and innovation performance: Evidence from a
Cheng Z, Li Y (2023) Like, comment, and share on TikTok: exploring the effect of social network analysis of high and new tech companies from a less-
sentiment and second-person view on the user engagement with TikTok news developed area in China. Chin Manag Stud 14(1):93–111. https://doi.org/10.
videos. Soc Sci Comput Rev. https://doi.org/10.1177/08944393231178603 1108/CMS-10-2018-0717
Chin WW, Gopal A, Salisbury WD (1997) Advancing the Theory of Adaptive Li BY, Hou FF, Guan ZZ, Chong AYL (2018) What drives people to purchase
Structuration: The Development of a Scale to Measure Faithfulness of virtual gifts in live streaming? The Mediating Role of Flow. 22nd Pacific Asia
Appropriation. Inf Syst Res 8(4):342–367. https://www.jstor.org/stable/ Conference on Information Systems (PACIS 2018), 2018 June. pp. 1–14
23010917 Louisa H, Yang Y (2023) Research about persuasive effects of social media influ-
Chourou L, Grira J, Saadi S (2021) Does empathy matter in corporate social encers as online opinion leaders 1990-2020: a review. Int J Internet Mark
responsibility? Evidence from emerging markets. Emerg Mark Rev 46:100776. Advert 18(2/3):220–241. https://doi.org/10.1504/IJIMA.2023.129661
https://doi.org/10.1016/j.ememar.2020.100776 Mangus SM, Bock DE, Jones E, Folse JAG (2020) Examining the effects of mutual
Chu SKW, Huang H, Wong W, Ginneken WNM, van Ginneken WF, Wu KM, information sharing and relationship empathy: a social penetration theory
Hung MY (2018) Quality and clarity of health information on Q&A sites. perspective. J Bus Res 109:375–384. https://doi.org/10.1016/j.jbusres.2019.12.
Libr Inf Sci Res 40(3-4):237–244. https://doi.org/10.1016/j.lisr.2018.09.005 019
CNNIC (2023) China’s 51st Statistical Report on Internet Development in China. Mazaheri E, Richard MO, Laroche M (2011) Online consumer behavior: Com-
http://www.cnnic.cn/n4/2023/0303/c88-10757.htm l. Accessed 2 Mar 2023 paring Canadian and Chinese website visitors. J Bus. Res. 64(9):958–965.
Cotter L (2011) Self-perceived attractiveness and its influence on the halo effect and https://doi.org/10.1016/j.jbusres.2010.11.018
the similar-to me effect. Honors Thesis 18. https://digitalcommons.bucknell. Ogonowski A, Montandon A, Botha E, Reyneke M (2014) Should new online stores
edu/honors_theses/18 invest in social presence elements? The effect of social presence on initial
Cuesta-Valiño P, Gutiérrez-Rodríguez P, Durán-Álamo P (2022) Why do people trust formation. J Retail Consum Serv 21(4):482–491. https://doi.org/10.1016/
return to video platforms? Millennials and centennials on TikTok. Media j.jretconser.2014.03.004
Commun 10(1):198–207. https://doi.org/10.17645/mac.v10i1.4737 Porter ME, Kramer MR (2011) The big idea: creating shared value. Harv Bus Rev
Dabbous A, Barakat KA (2020) Bridging the online offline gap: assessing the 89(1-2):1–12. https://doi.org/10.2469/dig.v41.n1.28
impact of brands’ social network content quality on brand awareness and Preacher KJ, Hayes AF (2008) Asymptotic and resampling strategies for assessing
purchase intention. J Retail Consum Serv 53:101966. https://doi.org/10.1016/ and comparing indirect effects in multiple mediator models. Behav Res
j.jretconser.2019.101966 Methods 40:879–891. https://doi.org/10.3758/BRM.40.3.879
Dai X, Wang J (2023) Effect of online video infotainment on audience attention. Russell JA, Mehrabian A (1974) Distinguishing anger and anxiety in terms of
Humanit Soc Sci Commun 10(1):1–18. https://doi.org/10.1057/s41599-023- emotional response factors. J Consult Clin Psychol 42(1):79–83. https://doi.
01921-6 org/10.1037/h0035915
Dong X, Liu H, Xi N, Liao J, Yang Z (2023) Short video marketing: what, when and Salminen J, Rao RG, Jung SG, Chowdhury SA, Jansen BJ (2020) Enriching social
how short-branded videos facilitate consumer engagement. Internet Res, media personas with personality traits: a deep learning approach using the big
https://doi.org/10.1108/INTR-02-2022-0121 five classes. Int Conf Hum-Comput Interact 12217:101–120. https://doi.org/
Ebru Ç, Ismail E, Emmanuel M (2023) Social media marketing and consumer 10.1007/978-3-030-50334-5_7
behaviour in the new normal: the relationship between content and inter- Salminen J, Santos JM, Kwak H, An J, Jung SG, Jansen BJ (2020) Persona per-
action. Int J Internet Mark Advert 19(3/4):328–349. https://doi.org/10.1504/ ception scale: development and exploratory validation of an instrument for
IJIMA.2023.133315 evaluating individuals’ perceptions of personas. Int J Hum-Comput Stud
Eroglu SA, Machleit KA, Davis LM (2003) Empirical testing of a model of online 141:102437
store atmospherics and shopper responses. Psychol Mark 20(2):139–150. Sedej T (2019) The role of video marketing in the modern business environment: a
https://doi.org/10.1002/mar.10064 view of top management of SMEs. J Int Bus Entrep Dev 12(1):37–48. https://
Fan XJ, Jiang XY, Ni RR, Dong XB (2020) Influence of interactivity of mobile live- doi.org/10.1504/JIBED.2019.103388
video broadcast on intention of continuous use of users. J Syst Manag Shamala P, Ahmad R, Zolait A, Sedek M (2017) Integrating information quality
29(2):294–307. https://doi.org/10.3969/j.issn.1005-2542.2020.02.010 dimensions into information security risk management (ISRM). J Inf Secur
Fornell C, Larcker DF (1981) Structural equation models with unobservable vari- Appl 36:1–10. https://doi.org/10.1016/j.jisa.2017.07.004
ables and measurement error: Algebra and statistics. J Mark Res Shang SSC, Wu YL, Sie YJ (2017) Generating consumer resonance for purchase
18(3):382–388. https://doi.org/10.2307/3150980 intention on social network sites. Comput Hum Behav 69:18–28. https://doi.
Gan J, Shi S, Filieri R, Leung WK (2023) Short video marketing and travel org/10.1016/j.chb.2016.12.014
intentions: The interplay between visual perspective, visual content, and Shobeiri S, Mazaheri E, Laroche M (2018) Creating the right customer experience
narration appeal. Tour Manag 99:104795 online: The influence of culture. J Mark Commun 24(3):270–290. https://doi.
Gefen D, Straub DW (2004) Consumer trust in B2C e-Commerce and the org/10.1080/13527266.2015.1054859
importance of social presence: experiments in e-Products and e-Services. Short J, Williams E, Christie B (1976) The social psychology of telecommunica-
Omega 32(6):407–424. https://doi.org/10.1016/j.omega.2004.01.006 tions. In: John Wiley (ed.). New York. pp. 195–205. http://pascal-francis.inist.
Ham S, Lee S, Yoon HJ, Kim CS (2020) Linking creating shared value to customer fr/vibad/index.php?action=getRecordDetail&idt=12822143
behaviors in the food service context. J Hosp Tour Manag 43:199–208. Shrout PE, Bolger N (2002) Mediation in experimental and nonexperimental
https://doi.org/10.1016/j.jhtm.2020.04.002 studies: new procedures and recommendations. Psychol Methods
Hartono E, Li XT, Na KS, Simpson JT (2010) The role of the quality of shared 7(4):422–445. https://doi.org/10.1037/1082-989X.7.4.422
information in interorganizational systems use. Int J Inf Manag Straub D, Boudreau MC, Gefen D (2004) Validation Guidelines for IS Positivist
30(5):399–407. https://doi.org/10.1016/j.ijinfomgt.2010.02.007 Research. Commun Assoc Inf Syst 13:380–427. https://doi.org/10.17705/
Higgins ET, Friedman RS, Harlow RE, Idson LC, Ayduk ON, Taylor A (2001) 1CAIS.01324
Achievement orientations from subjective histories of success: promotion Sun H, Zhang P (2006) The role of moderating factors in user technology accep-
pride versus prevention pride. Eur J Soc Psychol 31(1):3–23. https://doi.org/ tance. Int J Hum Comput Stud 64(2):53–78. https://doi.org/10.1016/j.ijhcs.
10.1002/ejsp.27 2005.04.013
Huang GI, Wong IA, Xiong X, Yi K (2022) Hotel brand equity and online reviews Sun XX (2020) Research on the influence of video marketing of social media
on social commerce intention: A cross-level identification process. Int J Hosp influencers on consumers purchase intention of beauty products—taking
Manag 105:103267 YouTube as example. Acad J Bus Manag 3(2):1–7. https://doi.org/10.25236/
Imene BY, Lolwah AM (2023) Comparing the Effectiveness of Social Media AJBM.2021.030201
Endorsers for Mass and Luxury Markets. Int J Internet Mark Advert 18(2/ Sung EC, Bae S, Han DID, Kwon O (2021) Consumer engagement via interactive
3):202–219. https://doi.org/10.1504/IJIMA.2023.129664 artificial intelligence and mixed reality. Int J Inf Manag 60:102382. https://
Kim EEEK, Kang JH, Mattila AS (2012) The impact of prevention versus pro- doi.org/10.1016/j.ijinfomgt.2021.102382
motion hope on CSR activities. Int J Hosp Manag 31(1):43–51. https://doi. Teng HY, Tsai CH (2020) Can tour leader likability enhance tourist value co-
org/10.1016/j.ijhm.2011.05.004 creation behaviors? The role of attachment. J Hosp Tour Manag 45:285–294.
Kim HW, Chan HC, Kankanhalli A (2012) What motivates people to purchase digital https://doi.org/10.1016/j.jhtm.2020.08.018
items on virtual community websites? The desire for online self-presentation. Tiktok research report (2023) Analysis of short video user groups, what is the
Inf Syst Res 23(4):1087–1383. https://doi.org/10.1287/isre.1110.0411 gender distribution of men and women, and what content do they like?
Kim YR, Wang QR, Roh TW (2021) Do information and service quality affect https://www.163.com/dy/article/I0BFPNDA0552Q0S2.html. Accessed 21
perceived privacy protection, satisfaction, and loyalty? Evidence from a March 2023

12 HUMANITIES AND SOCIAL SCIENCES COMMUNICATIONS | (2024)11:290 | https://doi.org/10.1057/s41599-024-02808-w

HUMANITIES AND SOCIAL SCIENCES COMMUNICATIONS | https://doi.org/10.1057/s41599-024-02808-w ARTICLE

Wang P, Huang Q, Davison RM (2021) How do digital influencers affect social Author contributions
commerce intention? The roles of social power and satisfaction. Inf Technol JW designed the study and drafted the initial manuscript. XS collected the data, per-
People 34(3):1065–1086. https://doi.org/10.1108/ITP-09-2019-0490 formed the statistical analysis, and drafted the initial manuscript. All authors discussed
Wang S, Paulo Esperança J, Wu Q (2022) Effects of live streaming proneness, the results and contributed to the final manuscript.
engagement and intelligent recommendation on users’ purchase intention in
short video community: take TikTok (DouYin) online courses as an example. Int
J Human–Comput Interact 1–13. https://doi.org/10.1080/10447318.2022.2091653
Competing interests
The authors declare no competing interests.
Wang X, Lai IKW, Lu Y, Liu X (2023) Narrative or non-narrative? The effects of
short video content structure on mental simulation and resort brand attitude.
J Hosp Market Manag 1–22. https://doi.org/10.1080/19368623.2023.2196271 Ethical approval
Weismueller J, Harrigan P, Wang SS, Soutar GN (2020) Influencer endorsements: The studies involving human participants were reviewed and approved by the School of
how advertising disclosure and source credibility affect consumer purchase Business, Changshu Institute of Technology.
intention on social media. Aust Mark J (AMJ) 28(4):160–170. https://doi.org/
10.1016/j.ausmj.2020.03.002
Wongkitrungrueng A, Assarut N (2020) The role of live streaming in building Informed consent
consumer trust and engagement with social commerce sellers. J Bus Res Written informed consent for participation was not required for this study in accordance
117:543–556. https://doi.org/10.1016/j.jbusres.2018.08.032 with the national legislation and the institutional requirements.
Wu RJ, Wang GD, Yan L (2019) The effects of online store informativeness and
entertainment on consumers’ approach behaviors: Empirical evidence from Additional information
China Asia Pac J Mark Logist 32(6):1327–1342. https://doi.org/10.1108/ Correspondence and requests for materials should be addressed to Junbin Wang.
APJML-03-2019-0182
Xiao L, Li X, Zhang Y (2023) Exploring the factors influencing consumer Reprints and permission information is available at http://www.nature.com/reprints
engagement behavior regarding short-form video advertising: a big data
perspective. J Retail Consum Serv 70:103170. https://doi.org/10.1016/j. Publisher’s note Springer Nature remains neutral with regard to jurisdictional claims in
jretconser.2022.103170 published maps and institutional affiliations.
Xiao CC, Zhu YR, Hu D, Xie ZQ (2020) The impact of Tik Tok video marketing on
tourist destination image cognition and tourism intention. In: 2020 Inter-
national Workshop on Electronic Communication and Artificial Intelligence
(IWECAI). IEEE 13 October 2020. pp. 116–119. https://doi.org/10.1109/
IWECAI50956.2020.00031 Open Access This article is licensed under a Creative Commons
Ye S, Ying TY, Zhou LQ, Wang TY (2019) Enhancing customer trust in peer-to- Attribution 4.0 International License, which permits use, sharing,
peer accommodation: A “soft” strategy via social presence. Int J Hosp Manag adaptation, distribution and reproduction in any medium or format, as long as you give
79:1–10. https://doi.org/10.1016/j.ijhm.2018.11.017 appropriate credit to the original author(s) and the source, provide a link to the Creative
Ye S, Lei S, Shen H, Xiao H (2020) Social presence, telepresence and customers’ Commons licence, and indicate if changes were made. The images or other third party
intention to purchase online peer-to-peer accommodation: a mediating model. J material in this article are included in the article’s Creative Commons licence, unless
Hosp Tour Manag 42:119–129. https://doi.org/10.1016/j.jhtm.2019.11.008 indicated otherwise in a credit line to the material. If material is not included in the
You Z, Wang M, Shamu Y (2023) The impact of network social presence on live article’s Creative Commons licence and your intended use is not permitted by statutory
streaming viewers’ social support willingness: a moderated mediation model. regulation or exceeds the permitted use, you will need to obtain permission directly from
Humanit Soc Sci Commun 10(1):1–14. https://doi.org/10.1057/s41599-023- the copyright holder. To view a copy of this licence, visit http://creativecommons.org/
01892-8 licenses/by/4.0/.
Zhang YP (2016) Study on scarce effect “pursuit happiness” of limited supply and
“avoid pain” of excessive demand. J Mark Sci 12(4):1–13. http://www.jms.org.
cn:8081/jms/EN/Y2016/V12/I4/1 © The Author(s) 2024

HUMANITIES AND SOCIAL SCIENCES COMMUNICATIONS | (2024)11:290 | https://doi.org/10.1057/s41599-024-02808-w 13