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October 2, 2025Journal of Global Information ManagementOpen Access

Impact of Covert Advertising Characteristics in Short Video E-Commerce on Impulse Buying Behavior

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Authors

YCYi CuiYSYi ShiJCJinni Chen

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Overview

This analysis examines how emotional and cognitive factors impact perceived entertainment and trust in consumers, affecting impulse buying.

Key Points

  • Covert advertising significantly influences impulse buying through perceived entertainment and trust.
  • The study reveals emotional and cognitive factors both play crucial roles in shaping these perceptions.
  • Utilizing a comprehensive framework combining established psychological models, effects were mapped rigorously.
  • Findings suggest marketers can enhance impulse buying by improving emotional engagement and information quality.

Cite This Study

Cui et al. (2025) studied this question.

synapsesocial.com/papers/68de5d9c83cbc991d0a203f8https://doi.org/10.4018/jgim.389668
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