Exploring consumer responses to short-form video marketing in the medical aesthetics sector

Purpose This study aims to investigate the influence of short-form videos on consumers’ purchase intentions toward medical aesthetic products, focusing on how informational value, interactivity, credibility and visual appeal affect perceived value. Design/methodology/approach Data were collected through an online survey and analyzed using structural equation modeling to examine the relationships among content attributes, perceived value and purchase intention. Findings Credibility, informational value, visual appeal and interactivity significantly affect perceived value, which in turn influences purchase intention. Credibility emerged as the most influential attribute, highlighting the importance of trust and expertise in high-involvement, high-risk contexts. Originality/value This study extends digital marketing research to the medical aesthetics industry, demonstrating how multiple content attributes jointly shape consumer perceptions and purchase intentions. Practical insights are provided for marketers to design effective, credible and engaging short-form video content.