Year: 2024
Type: article
Abstract: Short videos on social media can significantly impact customers' purchasing perceptions and overall customer experience. This study examines the effect of short promotional videos on TikTok. Specifically, it investigates how promotional videos that positively or negatively highlight product features influence perceived quality and purchase intention among young people aged 16 to 24 in Mexico. The study used an experimental design to evaluate how different emotional tones influence key variables of interest. The results suggest that videos with a positive portrayal of a product significantly enhance perceived quality and purchase intention compared to a negative approach. These findings are crucial for small and medium-sized enterprises (SMEs), emphasizing the importance of designing digital products to account for the effects of organic content on business outcomes. They highlight the role of creative and emotionally resonant content on social media platforms.
Authors: Ramon Alexis Ramos Cruz, Luis A. Castro
Institution: Sonora Institute of Technology
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4406809330