Work

Consumer Attitudes towards Short Videos in Social Media Platforms

Year: 2026

Type: dataset

Abstract: The dataset was collected via an online Google Forms survey conducted from 11 January to 25 February 2024 and distributed through partner networks via email and social media. The final sample comprised 409 complete responses. Participants evaluated short video marketing (SVM) using five perception criteria, clarity, likability, empathy, similarity, and willingness to use promoted products, which were analyzed using a combination of descriptive and advanced statistical methods. The results indicate that clarity and willingness to use are the most influential predictors of consumption-related behavior.

Source: Mendeley Data

DOI: 10.17632/vhzzfj8hdf

Authors: Ilieva, Galina, Yankova, Tania, Ruseva, Margarita, Angelov, Delian, Klisarova-Belcheva, Stanislava, Bratkov, Marin, Dimitrov, Angel

Institution: Plovdiv University

Language: English

Topic: Digital Marketing and Social Media

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: green

OpenAlex ID: W7119082581

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