Work

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

Year: 2024

Type: article

Source: Journal of Business Research

DOI: 10.1016/j.jbusres.2024.114874

Authors: Lu (Monroe) Meng, Sining Kou, Shen Duan, Yongyue Bie

Institutions: Renmin University of China, Zhongnan University of Economics and Law, Southwest Jiaotong University

Language: English

Topic: Digital Marketing and Social Media

Subfield: Sociology and Political Science

Field: Social Sciences

Domain: Social Sciences

Open Access status: closed

OpenAlex ID: W4401284969

FWCI: 57.43

Cites: 76

Cited by: 80

Related to: 10