The advancement of digital media has established the marketing of short videos as an increasingly significant channel for brands to interact with consumers. Short and bright video content alongside interactive modes, such as liking and commenting, have created new consumer dialogue scenarios. This dynamic communication model shifts users from information receivers to participative roles, and subtly affects consumers' decision-making journeys. Understanding how an online interaction can be utilized to foster the formation of purchase intention, through both emotional connection and cognitive penetration, is essential to understanding today's consumer behavior.
Muzi et al. (Tue,) studied this question.