How content attributes of short video influence online purchase intention: the mediating role of perceived value

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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...

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Bibliographic Details
Main Authors:	Fan, Wenjing, Osman, Syuhaily, Zainudin, Norzalina, Pinyi, Yao
Format:	Article
Language:	English
Published:	Innovative Information Science and Technology Research Group 2024
Online Access:	http://psasir.upm.edu.my/id/eprint/114562/ http://psasir.upm.edu.my/id/eprint/114562/1/114562.pdf

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