The purpose of this paper is to review the literature development of short video social media advertising and determinants in shaping its effectiveness. As the popularity of social media platforms continues to rise, business practitioners and marketers have recognized the potential of utilizing short video advertisements to reach and engage with the target customers. Therefore, there is a need for further research in this area to gain better understanding on the impact of different short video advertising features on consumer behaviour. This research adopts literature review method to analyse the short video social media advertising effectiveness. According to that, this review paper provides an overview on the trends and advancements involved in assessing the effectiveness of short videos used in social media advertising. Moreover, this paper identified that consumer engagement and purchase intention were used as existing research measures in assessing the effectiveness of short video social media advertising. Also, this research found there is dearth of research in the context of the features of short video advertising in social media platform. The findings of this review contribute to the growing body of knowledge on short video social media advertising effectiveness, and knowledge on the features of short video advertising in social media platform context. Further research could focus on the common points and different factors influence on short platform video advertising effectiveness and investigate the consumer behaviour in the short video media context.
Aichner, T., & Jacob, F. (2015) Measuring the Degree of Corporate Social Media Use, International Journal of Market Research, 57(2), 257–276.
Aitken, R., Gray, B., Lawson, R. (2008) Advertising effectiveness from a consumer perspective, International Journal of Advertising, 27(2), 279–297
Aluri, A., Slevitch, L., Larzelere, R. (2016). The Influence of Embedded Social Media Channels on Travelers’ Gratifications, Satisfaction, and Purchase Intentions. Cornell Hospitality Quarterly, 57(3), 250–267.
Ashley, C., & Tuten, T. (2015). Creative Strategies in Social Media Marketing: An Exploratory Study of Branded Social Content and Consumer Engagement: CREATIVE STRATEGIES IN SOCIAL MEDIA. Psychology & Marketing, 32(1), 15–27.
Balasubramanian, S. K., Karrh, J. A., Works:, H. P. R. (2006). Audience Response to Product Placements: An Integrative Framework and Future Research Agenda. Journal of Advertising, 35(3), 115–141.
Belanche, D., Cenjor, I., Perez-Rueda, A. (2019). Instagram Stories versus Facebook Wall: An advertising effectiveness analysis. Spanish Journal of Marketing - ESIC, 23(1), 69–94.
Belanche, D., Flavian, C., Perez-Rueda, A. (2017). Understanding Interactive Online Advertising: Congruence and Product Involvement in Highly and Lowly Arousing, Skippable Video Ads. Journal of Interactive Marketing, 37, 75–88.
Chen, Z., & Zhang, Q. (2021). A Survey Study on Successful Marketing Factors for Douyin (Tik-Tok). In F. F.-H. Nah & K. Siau (Eds.), HCI in Business, Government and Organizations Vol. 12783, 22–42
Chu, S.-C., Kamal, S., Kim, Y. (2013). Understanding consumers’ responses toward social media advertising and purchase intention toward luxury products. Journal of Global Fashion Marketing, 4(3), 158–174.
Datareportal. (2023) Global Social Media Stats. https://datareportal.com/social-media-users.
Dehghani, M., & Tumer, M. (2015). A research on effectiveness of Facebook advertising on enhancing purchase intention of consumers. Computers in Human Behavior, 49, 597–600.
Dehghani, M., Niaki, M. K., Ramezani, I., Sali, R. (2016). Evaluating the influence of YouTube advertising for attraction of young customers. Computers in Human Behavior, 59, 165–172.
Ge, J., Sui, Y., Zhou, X., Li, G. (2021). Effect of short video ads on sales through social media: The role of advertisement content generators. International Journal of Advertising, 40(6), 870–896.
Goodrich, K., Schiller, S. Z., Galletta, D. (2015). Consumer Reactions to Intrusiveness Of Online-Video Advertisements: Do Length, Informativeness, and Humor Help (or Hinder) Marketing Outcomes? Journal of Advertising Research, 55(1), 37–50.
Grewal, D., Bart, Y., Spann, M., Zubcsek, P. P. (2016). Mobile Advertising: A Framework and Research Agenda. Journal of Interactive Marketing, 34, 3–14.
Gronroos, C. (2004) communication, interaction, dialogue, value. Journal of Business, 19(2), p. 15.
Kaye, D. B. V., Chen, X., Zeng, J. (2021) The co-evolution of two Chinese mobile short video apps: Parallel platformization of Douyin and TikTok. Mobile Media & Communication, 9(2), 229–253. doi:10.1177/2050157920952120.
Keller, E., & Fay, B. (2012). Word-of-Mouth Advocacy: A New Key to Advertising Effectiveness. Journal of Advertising Research, 52(4), 459–464.
Lai, I. K. W., & Liu, Y. (2020) The Effects of Content Likeability, Content Credibility, and Social Media Engagement on User Acceptance of Product Placement in Mobile Social Networks? Journal of theoretical and applied electronic commerce research, 15(3), pp. 1–19.
Lawlor, M., & Prothero, A. (2008) Exploring children’s understanding of television advertising – beyond the advertiser’s perspective. European Journal of Marketing, 42(11/12), 1203–1223. doi:10.1108/03090560810903646.
Patsioura, F., Vlachopoulou, M., Manthou, V. (2009). A new advertising effectiveness model for corporate advertising web sites: A relationship marketing approach. Benchmarking: An International Journal, 16(3), 372–386.
PQ media. (2020) Global Media Spending Drops 6.8% in 2020 to $1.28T, Marking First Decline in 11 Yrs; Industry Poised for 2021 Rebound, Fueled by Digital Video, Audio, Games, Influencers. https://www.prweb.com/releases/global_media_spending_drops_6_8_in_2020_to_1_28t_marking_first_decline_in_11_yrs_industry_poised_for_2021_rebound_fueled_by_digital_video_audio_games_influencers/prweb17565284.htm
Shahbaznezhad, H., Dolan, R., Rashidirad, M. (2021). The Role of Social Media Content Format and Platform in Users’ Engagement Behavior. Journal of Interactive Marketing, 53, 47–65.
Tellis, G. J. (2009) Generalizations about Advertising Effectiveness in Markets. Journal of Advertising Research, 49(2), pp. 240–245.
Voorveld, H. A. M., Noort, G., Muntinga, D. G., Bronner, F. (2018). Engagement with Social Media and Social Media Advertising: The Differentiating Role of Platform Type. Journal of Advertising, 47(1), 38–54.
Wai, I. K. W., & Liu, Y. (2020). The Effects of Content Likeability, Content Credibility, and Social Media Engagement on Users; Acceptance of Product Placement in Mobile Social Networks. Journal of Theoretical and Applied Electronic Commerce Research, 15(3), 1–19.
Wang, Y. (2020) Humor and camera view on mobile short-form video apps influence user experience and technology-adoption intent, an example of TikTok (DouYin). Computers in Human Behavior, 110, 63-73.
Wright-Isak, C., Faber, R. Horner, L. R. (1997) Measuring Advertising Effectiveness. New York: Psychology Press
Wu, L. (2016). Understanding the Impact of Media Engagement on the Perceived Value and Acceptance of Advertising Within Mobile Social Networks. Journal of Interactive Advertising, 16(1), 59–73.
Xiao, L., Li, X., Zhang, Y. (2023). Exploring the factors influencing consumer engagement behavior regarding short-form video advertising: A big data perspective. Journal of Retailing and Consumer Services, 70
Yuan, L., Xia, H., Ye, Q. (2022). The effect of advertising strategies on a short video platform: evidence from TikTok. Ind. Manag. Data Syst. 122 (8), 1956–1974.
Zhang, X., Wu, Y., Liu, S. (2019) Exploring short-form video application addiction: Socio-technical and attachment perspectives. Telematics and Informatics, 42, 101243.
Zhang, Y., Li, X., Hamari, J. (2020). How does mobility affect social media advertising effectiveness? A study in WeChat. Industrial Management & Data Systems, 120(11), 2081–2101.
Zhao, J., & Wang, J. (2020) Health Advertising on Short-Video Social Media: A Study on User Attitudes Based on the Extended Technology Acceptance Model. International Journal of Environmental Research and Public Health, 17(5), 1501
