Key Drivers of Consumer Purchase Decisions in Short Video Platform Promotions

Haifeng Guo

2025

Abstract

With the rapid development of short video platforms, self-media marketing has emerged as a central strategy in digital brand promotion. Although existing studies suggest that the number of comments on short video advertisements may positively impact product sales, the role of comment content remains inconclusive. To investigate this further, this study integrates survey responses with web-scraped datasets and applies regression analysis to assess the relationship between user engagement and brand sales performance. The results demonstrate a significant positive correlation between comment volume and sales figures on both Douyin and Taobao, even when comments do not explicitly mention the brand. This may be due to the influence of non-brand-related factors, including influencer appearance or emotional expression. Furthermore, the findings reveal that high-income consumers tend to show stronger purchasing power and reduced price sensitivity, yet their overall participation in short video e-commerce remains relatively low, highlighting untapped market potential.

Paper Citation

in Harvard Style

Guo H. (2025). Key Drivers of Consumer Purchase Decisions in Short Video Platform Promotions. In Proceedings of the 2nd International Conference on Public Relations and Media Communication - Volume 1: PRMC; ISBN 978-989-758-778-8, SciTePress, pages 642-647. DOI: 10.5220/0013998000004916

in Bibtex Style

@conference{prmc25,
author={Haifeng Guo},
title={Key Drivers of Consumer Purchase Decisions in Short Video Platform Promotions},
booktitle={Proceedings of the 2nd International Conference on Public Relations and Media Communication - Volume 1: PRMC},
year={2025},
pages={642-647},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0013998000004916},
isbn={978-989-758-778-8},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 2nd International Conference on Public Relations and Media Communication - Volume 1: PRMC
TI - Key Drivers of Consumer Purchase Decisions in Short Video Platform Promotions
SN - 978-989-758-778-8
AU - Guo H.
PY - 2025
SP - 642
EP - 647
DO - 10.5220/0013998000004916
PB - SciTePress