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

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.