Short video marketing: what, when and how short-branded videos facilitate consumer engagement

PurposeThis study explores whether and how four main factors of short-branded video content (content matching, information relevance, storytelling and emotionality) facilitate consumer engagement (likes, comments and shares), as well as the moderating effect of the release time (morning, afternoon a...

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Bibliographic Details
Published in:	Internet research 2024-05, Vol.34 (3), p.1104-1128
Main Authors:	Dong, Xuebing, Liu, Hong, Xi, Nannan, Liao, Junyun, Yang, Zhi
Format:	Article
Language:	English
Subjects:	Advertising Behavior Brands Companies Competitive advantage Consumers Credibility Decision making Dissemination Emotionality Emotions Empirical analysis Happiness Impact analysis Information Literature Reviews Marketing Mass Media Matching Merchandise Information Morning Peer Acceptance Positive Attitudes Release Research Methodology Social media Social networks Storytelling Video Video Technology
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