The Impact of Short Video Platform Marketing Strategies on the Acceleration of the Consumer Decision-Making Cycle
Year: 2025
Type: article
Abstract: This paper explores how short video platform marketing strategies influence the acceleration of the consumer decision-making cycle. It integrates classical decision-making models with modern frameworks such as the Information Adoption Model (IAM), the Stimulus–Organism–Response (S-O-R) framework, and heuristic processing theory to analyze the mechanisms of decision compression. Through an examination of influencer persuasion, emotional content design, algorithmic personalization, and social proof, the study identifies how short video platforms create emotionally engaging, trust-based, and algorithmically targeted environments that encourage fast consumer responses. This research contributes to updated theoretical models of consumer behavior and provides actionable strategies for marketers seeking to optimize short video campaigns.
DOI: 10.71465/fbf258
Authors: Bowen Shi, Hyoungtae Kim
Institution: Woosong University
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4411148105