The impact of content characteristics of Short-Form video ads on consumer purchase Behavior: Evidence from TikTok

Short-form video ads are becoming increasingly popular. However, with the development of this burgeoning practice, there has been a surge in homogenized content, which makes it difficult to capture consumer attention and promote products. To address this issue, this research investigates 1) what content characteristics of shortform video ads are important for consumers and 2) how these content characteristics impact consumer purchase. Based on grounded theory, Study 1 identifies five content characteristics of short-form video ads: trustworthiness, expertise, attractiveness, authenticity, and brand heritage. Study 2 examines the impact of these characteristics on consumer purchase behavior by analyzing 2,578 valid videos released on TikTok by 128 users from January to December 2022. The results suggest that trustworthiness, expertise, and attractiveness are positively related to consumer purchase, whereas authenticity and brand heritage influence consumer purchase behaviors in a U-shaped manner. This study has theoretical and managerial implications for stakeholders.