The literature review on short video social media advertising effectiveness.

Abstract

The purpose of this paper is to review the literature development of short video social media advertising and determinants in shaping its effectiveness. As the popularity of social media platforms continues to rise, business practitioners and marketers have recognized the potential of utilizing short video advertisements to reach and engage with the target customers. Therefore, there is a need for further research in this area to gain better understanding on the impact of different short video advertising features on consumer behaviour. This research adopts literature review method to analyse the short video social media advertising effectiveness. According to that, this review paper provides an overview on the trends and advancements involved in assessing the effectiveness of short videos used in social media advertising. Moreover, this paper identified that consumer engagement and purchase intention were used as existing research measures in assessing the effectiveness of short video social media advertising. Also, this research found there is dearth of research in the context of the features of short video advertising in social media platform. The findings of this review contribute to the growing body of knowledge on short video social media advertising effectiveness, and knowledge on the features of short video advertising in social media platform context. Further research could focus on the common points and different factors influence on short platform video advertising effectiveness and investigate the consumer behaviour in the short video media context.