The Impact of Short Video Reviews on Consumer’s Purchase Intention” (Applied on TikTok

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Date

2023

Journal Title

Journal ISSN

Volume Title

Type

Other

Publisher

October University for Modern Sciences and Arts

Series Info

Faculty Of Management Sciences Graduation Project;

Doi

Scientific Journal Rankings

Abstract

Purpose: The purpose of this study is to test the impact of short video reviews on consumer purchase intention and we applied it on TikTok. Methodology: In order to conduct this research, the researchers used primary and secondary data collection tools for studying and measuring the relationship between the study’s dependent and independent variables. The researchers distributed 234 questionnaires among participants for collecting data and information. They used IBM’s statistical package for social sciences (SPSS) and Smart Partial Least Squares (PLS) for analyzing the collected data. Findings: The results revealed that there is a positive statistical relationship between the length of short video reviews and consumer purchase intention, the involvement of influencers of short video reviews and consumer purchase intention, the personalization of short videos reviews and consumer purchase intention, and finally the enjoyment (entertainment) of short videos reviews and consumer purchase intention. Implications: The main research implications are: business developers of videos have to consider the length of the video reviews as it should be preferably short. The statistical research results revealed that short videos have a positive impact on customer’s purchase intention. Furthermore, videos such as ‘Tik Tok’ have to be fun and enjoyable, it should contain the ‘personalization’ factor as well, because personalization involves tailoring the video content, length, and format to fit the needs and preferences of the viewers. Additionally, video personalization may include adding personalized messages or calls to action relevant to the viewer. Finally, business developers of short videos should emphasize the role of influencers as they may handle a variety of tasks related to creating personal and promotional social media content for their followers. All previous points have a positive impact on customer purchase intention.

Description

Faculty Of Management Graduation Project 2022- 2023

Keywords

جامعة أكتوبر للعلوم الحديثة و الأداب, MSA university, October university for modern sciences and arts, university of modern sciences and arts, Short video reviews, Tiktok,, Consumer purchase intention, influencers,, E-WOM and Personalization

Citation

Marketing Graduation Projects