How content attributes of short video influence online purchase intention: the mediating role of perceived value
In today’s digital landscape, short videos have become a dominant form of visual communication, captivating millions on social media and platforms like “TikTok.” As the short video sector flourishes, increasing businesses are turning to these platforms for marketing purposes. Despite this trend, the...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Innovative Information Science and Technology Research Group
2024
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| Online Access: | http://psasir.upm.edu.my/id/eprint/114562/ http://psasir.upm.edu.my/id/eprint/114562/1/114562.pdf |