The Influence of Short-Form Video Marketing on Consumer Engagement and Purchase Intention

ABSTRACT: Short-form video has become an important digital marketing format because it combines concise audiovisual communication, algorithmic distribution and interactive social-media features. Drawing on the Stimulus-Organism-Response (S-O-R) framework, this paper develops a conceptual model linking shortform video marketing, consumer engagement and purchase intention, with consumer engagement positioned as a mediating mechanism. Short-form video marketing is conceptualised through informativeness, entertainment, visual attractiveness, authenticity, relevance and credibility, while engagement reflects cognitive, emotional and behavioural involvement. Recent studies show that short-video content characteristics can influence engagement, trust, perceived value and purchase-related responses, but the mechanisms examined remain fragmented across platforms and contexts. The present paper addresses this gap by integrating consumer engagement as the organismic state through which short-form video marketing may translate into purchase intention. Four hypotheses are developed and a quantitative cross-sectional research design is proposed for subsequent empirical validation. The paper contributes a parsimonious S-O-R-based framework, a 17-item measurement specification and a transparent empirical analysis plan that can be tested using genuine respondent data.

KEYWORDS: short-form video marketing; consumer engagement; purchase intention; social media marketing; digital marketing; S-O-R model