Name of Empiri Theory/ Conceptualizatio Original model Empirical

the study cal n of XXX + results: XXX

Setting Measurement of with
XXX

1
Ge, J., An Social Short video ads
Sui, Y., empiric exchange are user-generated
Zhou, X., al study theory ads where users
& Li, G. using can place mostly
(2021). data Sensory whatever content
Effect of from stimulation they desire onto
short the theory the videos that
video Douyin published on
ads on platfor social platforms
sales m and Para-social with the length of
through the interaction the ads only
social Taobao theory lasting for 10 to 15
media: ecomm seconds
the role erce H1: The
of platfor sociability of
advertise m. user-
ment young generated
content and short video
generato betwee ads has a
rs. n 20 positive effect
Internati and 35 on product
onal years sales
Journal old
of H1a: The
Advertisi number of
ng, comments for
40(6), user-
870-896 generated
short video
ads on social
media
platforms has
a positive
effect on
product sales
H1b: The
number of
likes for user-
generated
short video
ads on social
media
platforms has
a positive
effect on
product sales.
H1c: The
number of
shares for
user-
generated
short video
ads on social
media
platforms has
a positive
effect on
product sales

H2: A higher
level
vividness of
user-
generated
short video
ads on social
media
platforms is
expected to
bring more
product sales

H2a: The
user-
generated
short video
advertisement
music
vividness
where ad
content
element of
music has a
positive
impact on
product sales.

H2b: The
user-
generated
short video
advertisement
content
vividness with
content
elements of
different
people has
different
impacts on
product sales

H3: Short
video ads
generated by
internet
influencers
positively
moderate the
relationship
between ad
sociability, ad
vividness and
product sales,
respectively.

H4: Short
video ads
generated by
sellers
negatively or
positively
moderate the
relationship
between ad
sociability, ad
vividness and
product sales.
H5: Short
video ads
generated by
buyers
positively or
negatively
moderate the
relationship
between ad
sociability, ad
vividness and
product sales
2
Cao, X., 408 H1. When Short video
Qu, Z., partici potential promotions are
Liu, Y., & pants tourists are similar to
Hu, J. watching the advertisements on
(2021). narrative television and
How the tourism short videos uploaded to
destinati video, sites such as
on short narrative YouTube.
video transportatio However, short
affects n has a videos can be
the positive distinguished by
custome effect on not only their
rs' destination mode of
attitude: brand presentation, but
The role attitude. also their
of promotion effects.
narrative H2. The Television
transport narrative advertisements
ation. structure of promote products
Journal tourism short by casting a wide
of videos has a net to appeal to the
Retailing positive masses; the costs
and effect on can therefore
Consum narrative outweigh the
er transportatio gains. Promotional
Services n. videos uploaded to
, 62, platform sites can
102672. be presented to
H3. potentially
Narrative interested
transportatio individuals but,
n has a when people
positive understand that it
effect on is an
potential advertisement, this
tourists’ leads to fewer
sense of views. Compared
presence. with television
advertisements
H4. Potential and promotional
tourists’ videos, promotion
sense of through short
presence videos has several
has a advantages
positive
effect on
destination
brand
attitude.

H5. Potential
tourists’
sense of
presence
mediates the
positive
relationship
between
narrative
transportatio
n and
narrative
persuasion.

H6.
Narrative
transportatio
n has a
negative
effect on
potential
tourists’
psychologica
l reactance.

H7. Potential
tourists’
psychologica
l reactance
has a
negative
effect on
destination
brand
attitude.

H8. Potential
tourists’
psychologica
l reactance
mediates the
negative
relationship
between
narrative
transportatio
n and
narrative
persuasion.
3
Xiao, L., This H1. The emergence
Li, X., & study Performance of Web 2.0 and
Zhang, aims to expectancy social media has
Y. explore is positively provided a more
(2023). the key related to convenient way
Explorin features customer for people to
g the of engagement communicate
factors promoti behavior with others and
influenci onal (H1a: likes; created a new
ng videos H1b: business model
consume in the comments; for firms, known
r form of H1c: as social
engage short shares). commerce
ment images
behavior that H2. S-commerce can
regardin influen Entertainme be implemented
g short- ce the nt has a in two ways: (1)
form interact positive social network
video ive impact on features added
advertisi behavio customer to traditional e-
ng: A big r of the engagement commerce or (2)
data focal behavior commercial
perspecti user. (H2a: likes; features added
ve. Collect H2b: to social network
Journal informa comments; sites
of tion H2c:
Retailing analysi shares).
and s data
Consum from
er social H3. Tie
Services media strength has
, 70, platfor a positive
103170. m effect on
TikTok customer
engagement
behavior
(H3a: likes;
H3b:
comments;
H3c:
shares).

H4. The
higher the
degree to
which the
transaction-
based sales
approach is
used, the
less the
consumer
will engage
in short-form
video
advertiseme
nt (H4a:
likes; H4b:
comments;
H4c:
shares).

H5. The
influence of
performance
expectancy
on consumer
engagement
behavior is
greater for
search
goods than
for
experience
goods (H5a:
likes; H5b:
comments;
H5c:
shares).

H6. The
influence of
entertainmen
t on
consumer
engagement
behavior is
greater for
experience
goods than
for search
goods (H6a:
likes; H6b:
comments;
H6c:
shares).

H7. The
influence of
tie strength
on consumer
engagement
behavior is
greater for
experience
goods than
for search
goods (H7a:
likes; H7b:
comments;
H7c:
shares).

H8. The
influence of
sales
approach on
consumer
engagement
behavior is
greater for
experience
goods than
for search
goods (H8a:
likes; H8b:
comments;
H8c:
shares).
4
Yin, X., H1. The multimodal
Li, J., Si, Drawi Activating creative content in
H., & ng on DPC produces short-form video
Wu, P. sociote more (SFV) apps
(2024). chnical favorable provides users
Attention system purchase with immersive
marketin s intentions. and multisensory
g in theory interactive
fragment and H2. Product experiences, thus
ed PLS relevance is firmly capturing
entertain modeli positively their attention in
ment: ng on an instant. Given
associated
How 398 the increasing
with DPC.
advertisi sample scarcity of
ng s attention (Barta et
embeddi H3. Product al., 2023; Gelper
ng relevance et al., 2021), SFV
influence produces platforms offer a
s more great opportunity
purchas favorable for companies to
e purchase connect their
decision intentions. brands with the
in short- right kinds of
form H4. The people in the
video social market
apps. interaction
Journal affordance of
of SFV
Retailing platforms is
and positively
Consum associated
er with DPC.
Services
, 76, H5. The
103572. entertainment
affordance of
SFV
platforms is
positively
associated
with DPC.

H6. The
product
visibility
affordance of
SFV
platforms is
positively
associated
with DPC.

H7. The
recommendati
on affordance
of SFV
platforms is
positively
associated
with DPC.

H8. The
recommendati
on affordance
of SFV
platforms is
positively
 associated
with product
relevance

5
Liu, C., A H1. Actual The “actual self-
Zhang, survey self-congruity image” is defined
Y., & and an positively as the way in
Zhang, experi impacts the which consumers
J. ment brand perceive
(2020). were awareness of themselves. “Ideal
The conduct an online self-image” refers
impact of ed celebrity. to how consumers
self- among H2. Actual self- would like to see
congruity consum congruity themselves.
and ers positively impacts “Social selfimage”
virtual from the brand image of refers to how
interactiv the an online consumers believe
ity on mainla celebrity. they are seen by
online nd of H3. Ideal self- significant others.
celebrity China. congruity “Ideal social self-
brand A total positively impacts image” can be
equity of 12 the brand conceptualized as
and fans’ hypotheses awareness of an the way in which
purchas were online celebrity. consumers would
e proposed to H4. Ideal self- like to be seen by
intention. exam how congruity significant others
Journal self- positively impacts Brand recognition
of congruity the brand image of means that customers
Product and virtual an online celebrity can recall a brand if
& Brand interactivity they were given the
Manage impact brand name as a clue
ment, online and brand memory is
29(6), celebrity defined as the
783-801. branding customers’ ability to
and to recollect a brand when
explore the they are shown the
moderating product classification
role The measurement
of scales of all the
perceived constructs are based on
quality and the existing literature
product and they are adapted to
type. an online
celebritycontext. All
measures are based on
seven-point Likert-
scales ranging from 1
“strongly disagree” to
7 “strongly agree.”
The measuring scales
summarized with their
respective sources and
descriptions of the
measures are presented
in Table
6
Cui, Y., - -Similarity- Mobile short video
Zhu, J., collected attraction apps are mobile
& Liu, Y. data theory applications that
(2022). through a allow users to
Explorin professio -H1a. create and share
g the nal online Perceived short videos.
social survey expertise with These videos
and website the video typically range in
systemic (www.wj creator is length from 15
influenci x.cn). positively seconds to 10
ng related to minutes and can
factors -516 consumers’ be used to share a
of mobile samples utilitarian variety of different
short with a value on content
video valid rate MSAs
applicati of 84%
ons on
the -H1b.
consume Perceived
r urge to expertise with
buy the video
impulsiv creator is
ely. positively
Journal related to
of consumers’
Global flow
Informati experience on
on MSAs.
Manage
ment -H2a.
(JGIM), Perceived
30(1), 1- similarity
23. with the video
creator is
positively
related to
consumers’
utilitarian
value on
MSAs.

-H2b.
Perceived
similarity
with the video
creator is
positively
related to
consumers’
flow
experience on
MSAs.

-H3a.
Perceived
familiarity
with the video
creator is
positively
related to
consumers’
utilitarian
value on
MSAs.

-H3b.
Perceived
familiarity
with the video
creator is
positively
related to
consumers’
flow
experience on
MSAs.

-H4a.
Personalizatio
n of the
system is
positively
related to
consumers’
utilitarian
value on
MSAs.

-H4b.
Personalizatio
n of the
system is
positively
related to
consumers’
flow
experience on
MSAs

-H5a.
Serendipity of
the system is
positively
related to
consumers’
utilitarian
value on
MSAs

-H5b.
Serendipity of
the system is
positively
related to
consumers’
flow
experience on
MSAs

-H6a. Visual
appeal of the
system is
positively
related to
consumers’
utilitarian
value on
MSAs.

-H6b. Visual
appeal of the
system is
positively
related to
consumers’
 flow
experience on
MSAs

-H7.
Consumers’
utilitarian
value is
positively
related to
consumers’
flow
experience on
MSAs.

-H8.
Consumers’
utilitarian
value is
positively
related to the
urge to buy
impulsively
on MSAs.

-H9.
Consumers’
flow
experience is
positively
related to the
urge to buy
impulsively
on MSAs

7
Zhao, - survey -theory of Short video
J., & on the reasoned marketing is a form
Wang, J. Internet action of marketing that
(2020). and uses short videos to
Health conduct -the social promote products,
advertisi an influence services, or brands.
ng on empirical theory Short videos
short- analysis typically range in
video of the length from 15
social surveyed -(H1). Social seconds to 1 minute
media: A data interaction of and are posted on
study on health-related social media
user short-video platforms such as
-short ads positively
attitudes video has TikTok, Instagram,
based affects users’ Facebook, YouTube,
become perceived
on the an etc.
extende usefulness
important (PU) of ads.
d field for
technolo the
gy expansion -(H2a). The
acceptan of social intrusiveness
ce media of health-
model. such as related short-
Internati Tik Tok, video ads
onal Facebook negatively
journal live, affects users’
of YouTube, perceived
environ Snapchat, usefulness
mental Instagram (PU) of ads.
research , Douyin
and (Chinese) -(H2b). The
public , and intrusiveness
health, Douyu of health-
17(5), (Chinese) related short-
1501. video ads
negatively
affects users’
perceived
ease of use of
ads.

-(H3).
Informativene
ss of health-
related short-
video ads
positively
affects users’
perceived
usefulness
(PU) of ads.

-(H4). The
relevance of
health-related
short-video
ads positively
affects users’
perceived
usefulness
(PU) of ads.

- (H5). Users’
perceived
usefulness of
health-related
short-video
ads positively
affects their
attitudes
toward ads.

- (H6). Users’
perceived
usefulness of
health-related
short-video
ads positively
affects their
purchase
intentions.

-(H7). Users’
perceived
ease of use of
health-related
short-video
ads positively
affects their
perceived
usefulness.

-(H8). Users’
perceived
ease of use of
health-related
short-video
ads positively
 affects their
attitudes
toward ads.

-(H9). Users’
attitudes of
health-related
short-video
ads positively
affect their
purchase
intentions.
8
Tian, K., A total The Uses and
Xuan, W., of 378 Gratifications
Hao, L., questi (H1). Theory and
Wei, W., onnair The Model of
Li, D., & es socializ Information
Zhu, L. were ation of System Success
(2022). collect mobile include
Exploring ed in short information
youth this video quality, personal
consumer study, advertis influence, social
behavior among ements organization
in the which has a impact, user
context of 46 positive cognition, and
mobile receiv impact consumer
short ed on the satisfaction,
video unclea psychol which can
advertising r ogical significantly
using an answe needs enrich the
extended rs, of framework of
stimulus– incom young SOR. With the
organizati plete consum widespread
on– filling, ers. usage of media,
response and this application is
model. less defined as social
Frontiers than 2 (H2). behavior
in min The
Psychology were entertai
, 13, delete nment
933542. d. The of
final mobile
numbe short
r of video
valid advertis
questi ements
onnair has a
es was positive
332 influenc
e on the
psychol
ogical
needs
of
young
consum
ers.

(H3).
The
persona
lization
of
mobile
short
video
advertis
ements
exerts a
positive
influenc
e on the
psychol
ogical
needs
of
young
consum
ers.

(H4).
The
fashion
attribute
of
mobile
short
video
advertis
ement
has a
positive
influenc
e on the
psychol
ogical
needs
of
young
consum
ers.
(H5).
The
fashion
attribute
of
mobile
short
video
advertis
ements
has a
positive
impact
on the
satisfact
ion of
young
consum
ers.

(H6).
Brandin
g of
mobile
short
video
advertis
ements
has a
positive
influenc
e on the
psychol
ogical
needs
of
young
consum
ers.

(H7).
Brandin
g of
mobile
short
video
advertis
ements
has a
positive
impact
on the
satisfact
ion of
young
consum
ers.

(H8).
Psychol
ogical
needs
have a
positive
impact
on the
satisfact
ion of
young
people

(H9).
Psychol
ogical
needs
play an
interme
diary
role in
the
relation
ship
betwee
n
mobile
short
video
advertis
ing
factors
and the
satisfact
ion of
young
people.

(H9a).
Psychol
ogical
needs
play a
 mediati
ng role
betwee
n
fashion
and the
satisfact
ion of
young
people.

(H9b ).
Psychol
ogical
needs
mediate
the
relation
ship
betwee
n
socializ
ation
and the
satisfact
ion of
young
people

(H9c).
Psychologic
al needs
mediate the
relationship
between
entertainmen
t and the
satisfaction
of young
people.
9
Farivar, Empiri H1. The The literature on
S., cal higher a social influencer
Wang, results media marketing has
F., & from influencer’s identified opinion
Yuan, Y. 409 perceived leadership of
(2021). online opinion influencers and
Opinion followe leadership, the parasocial
leadershi rs of higher relationship with
p vs. two followers’ influencers as two
para- Instagr intention to focal constructs
social am purchase affecting
relations account based on the followers’
hip: Key s influencer’s purchase
factors in favourable intention; yet they
influence recommendati are only studied in
r on. isolation. This
marketin research aims to
g. Journ H2. The provide a
al of stronger the comprehensive
Retailing parasocial understanding of
and relationship the effects of the
Consum followers two key constructs
er perceive with by combining and
Services an influencer, comparing them in
, 59, the higher a model with the
102371. their intention moderators of post
characteristics,
to purchase namely post type
based on the and correspondent
influencer’s inference
favourable
recommendati
on.

H3a. The
more the
influencer’s
posts are seen
as
informational,
the stronger
will be the
effect of
opinion
leadership on
followers’
intention to
purchase
based on the
influencer’s
recommendati
on.

H3b. The
more the
influencer’s
posts are seen
as
storytelling,
the stronger
will be the
effect of
parasocial
relationship
on followers’
intention to
purchase
based on the
influencer’s
recommendati
on.

H4a.
Corresponden
t inference
will positively
moderate the
relationship
between
opinion
leadership and
followers’
intention to
purchase
based on
influencer’s
recommendati
on, such that
the positive
relationship
will be
stronger when
correspondent
inference is
high.
H4b.
Corresponden
t inference
will positively
moderate the
relationship
between
parasocial
relationship
and followers’
intention to
purchase
based on
influencer’s
recommendati
on, such that
the positive
relationship
will be
stronger when
correspondent
inference is
high
10
Masuda, This H1. Social media
H., Han, S. paper Trustworthiness influencer marketing
H., & Lee, discusses is positively has recently received
J. (2022). the associated with significant attention.
Impacts of theoretica followers’ Many studies have
influencer l and purchase explored the
attributes practical intention. parasocial
on purchase implicatio H2. Perceived relationship (PSR)
intentions ns of expertise is formation between
in social these positively influencers and
media findings. associated with followers. PSR has
influencer followers’ not often been
marketing: purchase weighted against
Mediating intention. other widely used
roles of relationship
characteriza H3. PSR is marketing
tions. positively constructs, despite
Technologi associated with the multitude of PSR
cal followers’ studies. This study
Forecasting purchase developed a research
and Social intention. model based on the
Change, theory of persuasion,
174, which was
121246. H4a. Attitude constructed to
homophily is investigate the
positively relative weight of
associated with the PSR
trustworthiness

H4b. Attitude
homophily is
positively
associated with
perceived
expertise.

H4c. Attitude
homophily is
positively
associated with
PSR

H5a. Physical
attractiveness is
positively
associated with
trustworthiness.

H5b. Physical
attractiveness is
positively
associated with
perceived
expertise.

H5c. Physical
attractiveness is
positively
associated with
PSR

H6a. Social
attractiveness is
positively
associated with
trustworthiness.
H6b. Social
attractiveness is
positively
associated with
perceived
expertise

H6c. Social
attractiveness is
positively
associated with
PSR
Mô hình nghiên cứu đề xuất

Informativeness
(tính thông tin)

Entertainment
(tính giải trí) Short form video value
(giá trị của video
Irritation ngắn)
(sự uy tín)

KOL

(Người có sức ảnh

purchase intention
hưởng)
(Ý định mua hàng)

Social interactivity
(Tương tác xã hội)

Incentives User attitude

(Ưu đãi) (thái độ của người
xem)

Irritation