The impact of content characteristics of Short-Form video ads on consumer purchase Behavior: Evidence from TikTok

已完结 20 由 Deborah 发布于 2026/7/29 9:12:36

DOI:10.1016/j.jbusres.2024.114874
作者：Lu (Monroe) Meng , Sining Kou , Shen Duan , Yongyue Bie
文献类型：期刊论文
补充材料：只需要正文
文献链接：https://doi.org/10.1016/j.jbusres.2024.114874

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Abstract：Short-form video ads are becoming increasingly popular. However, with the development of this burgeoning practice, there has been a surge in homogenized content, which makes it difficult to

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