A Conceptual Framework to Study Effective Short-Video Platform

Advertising on Chinese Generation Y Consumer Online Purchase

Intention

MENGYAN SHENG, NORAZLYN KAMAL BASHA*

School of Business and Economics, Universiti Putra Malaysia, Selangor, MALAYSIA

*Corresponding Author

Abstract: - The millennial generation is highly linked to modern media, has unfettered access to the Internet to

gather vital information and enjoys online shopping. Generation Y consumes information to fulfil the

fundamental needs of commodities. An effective short-video advertising strategy should optimize the

capabilities of online platforms to guarantee that consumers will see the adverts as relevant, significant, and

valuable when they view them. The purpose of this study was to establish a model to assist marketers,

advertisers, and short-video platform operators in creating more effective short-video commercials to influence

the online buy intentions of varied Chinese consumers. It is suggested that understanding the link between

bandwagon indicators, such as popularity rankings, in-app purchase sales volume, and advertising is essential

for making the best marketing decisions. In addition, bandwagon perception is important for boosting the

perceived advertising value and buying intent through mediating advertising value.

Key-Words: - Gen Y, short-video platform, advertisements, online purchase intentions, Social Media,

Millennials, Short-video Platform, Chinese Market.

Received: September 28, 2021. Revised: June 29, 2022. Accepted: July 9, 2022. Published: July 29, 2022.

1 Introduction

There are obviously more people in China who

prefer to shop online than in other countries. Chinese

online shopping users are increasing year by year,

and the purchasing power continues to rise [1]. As of

December 2020, the number of online shopping

users in China reached 782 million, accounting for

79.1% of the total netizens [1]. Online shopping

removes geographical barriers and allows customers

to purchase items that are difficult to locate in their

local market. The payment method is quick and

easy, eliminating the hassle of shopping and

lowering the price [2]. Moreover, the internet

applications such as social media marketing enable

businesses to achieve marketing goals at a

comparatively cheap cost.

This study focuses on the especially Generation Y

(Gen-Y), which has significant consuming power

and potential. They are inspired by diversity, grow

up in the presence of various new concepts, strive

for a sophisticated lifestyle, and are fashion-

conscious when shopping, and has a natural

advantage in utilizing Internet technologies, is a

loyal Internet users. They are now the backbone of

society and the primary consumer [2]. Most Gen-Y

do not reject online purchases, and the attitude of

others has become the most important factor in Gen-

Y online shopping [3]. Marketers need aggressively

reach out to Gen-Y and cultivate them as a crucial

client they cannot afford to neglect.

On social media platforms, businesses may employ

several marketing techniques, including advertising,

customer relationship management, and branding.

However, from the perspective of scholars and

practitioners, advertising is the focal point of social

media marketing. Therefore, global corporations are

increasingly implementing advertising campaigns

using social media.

The growth of the Chinese economy has accelerated

recently and has become the only major world

economy to achieve positive economic growth, even

in the year 2020. Chinese retail electronic commerce

(e-commerce) sales amounted to $2.16 trillion in

2020, indicating a 20.0% year-on-year increase

accounting for 51.3% of global e-commerce sales

[1].

Retail e-commerce sales accounted for 42.4% of the

total retail sales in China in 2020 [1]. China is

expected to make history by becoming the first

country to achieve more than 50% of retail sales

online in 2022 [1]. China is the largest social

commerce market in the world: its retail social

commerce sales figures are approximately 10 times

higher than those of the US, totalling $351.65 billion

in 2021 [2]. In China, retail social e-commerce sales

accounted for 12.7% of the total such sales in 2020,

while they accounted for only 3.4% in the US [1].

WSEAS TRANSACTIONS on ENVIRONMENT and DEVELOPMENT

DOI: 10.37394/232015.2022.18.101

Mengyan Sheng, Norazlyn Kamal Basha

E-ISSN: 2224-3496

1055

Volume 18, 2022

Virtually every Chinese Internet company is an e-

commerce player, hence providing diversified

products and flexible logistics [1].

More people in China prefer shopping online than

people in other countries. Chinese online shoppers

have increased by the year and their purchasing

power has continued to climb [2]. As of December

2020, there were 782 million online shoppers in

China, thus accounting for 79.1% of the total

netizens [2]. Online shopping has eliminated

geographical barriers and enabled the purchase of

elusive items in the local market, while the payment

is quick and easy [3]. Figure 1 depicts the top 10

nations by global e-commerce sales share in 2021, of

which China accounted for 52.1% [1].

Fig. 1: Top 10 countries ranked by retail e-

commerce sales share, 2021

Source: eMarketer [2]

The above online shopping features are extremely

attractive to fashion-conscious youths, particularly

those from Generation Y (Gen Y or Millennials,

those born between 1980 and 2000), who possess

considerable purchasing power and potential [2].

Millennials grew up exposed to novel ideas, are

motivated by diversity, aim for a sophisticated

lifestyle, and are fashion-conscious. They have a

natural advantage when using Internet technologies

and are devoted Internet users [4] who have

established themselves as the backbone of

civilization and the principal consumers [2]. Most

Millennials do not oppose online shopping and the

most influential factor in Millennial online

purchasing is others’ attitudes [3]. Marketers cannot

afford to overlook Millennials and should engage

with them aggressively to develop them as a crucial

demographic [5].

The short-video platform, Douyin, which is owned

by the Chinese Internet business ByteDance, is the

Chinese counterpart of the international short-video

platform, TikTok. “Short video” is a term that refers

to an online video that is shorter than five minutes.

Short videos exhibit specific characteristics, such as

fragmented time, high sociality, low production

threshold, highly distributable material, and blurred

barriers between producers and viewers [6,7]. Short-

video platforms host brief videos that meet users’

knowledge and entertainment needs. The use of

music, filters, and other elements is encouraged to

produce brief, disjointed videos. Such platforms

have become a crucial element of social media

growth [8,9,10].

Short-video platforms are rapidly gaining popularity

as a tool for receiving information, keeping up with

trends, enjoying entertainment, and passing time.

iResearch [11] reported that for 75.6% of users, their

primary reason for using these platforms is to

“browse intriguing content”, followed by “share

amazing moments in life” and “learn new skills and

knowledge”. Thus, a short-video platform that

provides superior video editing capabilities would

attract customers more effectively and act as a

competitive advantage against similar offerings.

Unfortunately, minimal returns have been yielded by

the e-commerce age. According to the 2019 China

Digital Consumer Trends Report by McKinsey, the

online retail transaction growth rate has diminished,

decreasing from 47% in 2014 to 27% in 2018 [11].

Since 2017, consumers have rebuilt relationships

with physical retailers, specifically shopping malls

and branded retail locations. For example, 88% of

online apparel shoppers had shopped in a physical

store in the preceding three months, an increase from

83% in 2017 [11]. This tendency was especially

prominent in high-tier cities where it was driven by

younger customers. One of the primary reasons

behind the rebirth of physical retail was the in-store

shopping experience. While online shopping is easy,

only physical locations can meet certain needs, such

as direct contact with products, sampling, testing,

and live demonstrations. Online transactions in

China take place primarily through dedicated e-

commerce websites such as Taobao, JD.com, and

Pinduoduo. In contrast, short-video platform

purchasing is greatly lower than the desired level.

Half of the advertisement viewers on short-video

platforms purchase items via the above-mentioned

websites [11]. One factor is that e-commerce began

earlier and consumers have become habituated to

purchasing from such websites. The other reason is

that businesses have been unable to provide

sufficient information due to the limited

advertisement time on short-video platforms, hence

making it difficult for the audience to gain a

China, 52.1%

US; 19,0%

UK; 4,8%

Japan; 3,0%

South Korea; …

Germany; 2,1%

France; 1,6%

India; 1,4%

Canada; 1,3%

Brazil; 0,8% others; 11,4%

WSEAS TRANSACTIONS on ENVIRONMENT and DEVELOPMENT

DOI: 10.37394/232015.2022.18.101

Mengyan Sheng, Norazlyn Kamal Basha

E-ISSN: 2224-3496

1056

Volume 18, 2022

thorough understanding of the product and forcing

them to visit e-commerce websites for additional

information. Despite the substantial amount of

money spent, advertising has failed to drive purchase

intentions or has been ignored by shoppers [12]. In

social media advertising, the challenge was that user

behaviour fell short of expectations. Therefore, it

became more difficult for firms to produce

advertisements that convinced target clients to

purchase their products [13]. An issue marketers

constantly face is the planning and designing of

more successful and visually attractive social media

advertisements [13].

The short-video platform market is relatively young

[14], similar to social e-commerce [15]. The concept

of traditional advertising has become untenable in

the sphere of short-video platforms. Furthermore,

numerous businesses have begun advertising on

short-video platforms, thus resulting in severe

competition and a substantial amount of material.

Lastly, advertising content has begun to appear

chaotic with disorganised information grouping.

Consequently, some consumers are willing to pay

for the ability to block advertisements [16].

Marketers have experienced a constant lack of

appropriate information, expertise, and customer

feedback on how to accomplish advertising well.

Short-video advertising is highly interactive and

vibrant with compelling music. Figure 2 illustrates a

shoe advertisement on Douyin. The “shoot the same

video” link at the bottom of the page allowed users

to interact with the advertisement and create short

videos that incorporated augmented reality (AR)

technology to use their own shoes to mimic the

advertisement. Users could try on shoes and

compare how they wore them to determine which

they preferred. Many consumers considered it

amusing and created videos to interact with the

advertisement. The AR integrated with the video

seamlessly to present an immersive experience and

forged strong bonds between consumers, products,

and businesses. Many people enjoy participating in

such activities, which not only encouraged

consumers to contribute to advertising, but also

presented the impression of wide product approval.

Fig. 2: An example of an advertisement on Douyin

Consumers demonstrate varied attitudes towards

advertising based on their background [14].

Moreover, Chinese cities are classified as first-,

new-, second-, third-, fourth-, and fifth-tier. High-

tier (Tier 2 and above) and low-tier cities (Tier 3 and

below) exhibited distinct online purchasing

characteristics as did the impact of advertising on

them [11]. Bilby et al. [14] noted that Tier 1 and Tier

4 Chinese consumers demonstrated significantly

varied responses to advertising. This study aimed to

create a conceptual framework for evaluating the

influencing elements of Chinese Millennials’

purchase intention after viewing short-video

advertisements. Consumers’ perceptions of short-

video advertisement value and its possible

motivation on their online purchase intention.

2 Literature Review

2.1 The Gen Y

Gen Y is a technologically refined generation that

came of age during the advent of social media, the

end of modernist ideologies, and globalization [4].

Millennials are closely connected to contemporary

media, access the Internet freely to obtain necessary

information and enjoy online shopping. Millennials

consume knowledge to satisfy

the fundamental requirements of commodities. They

also do so to experience the pleasure and satisfaction

associated with using and observing. Based on their

numbers alone, Millennials comprise the largest

consumer demographic in China. There are 420

million Millennials in China, accounting for one-

third of the entire population [2]. Gen Y is the

dominant generation in terms of purchase volume

and Chinese millennials exhibit significantly

expanded spending power [17]. The primary reason

51.1% of Gen Y users used short-video platforms

WSEAS TRANSACTIONS on ENVIRONMENT and DEVELOPMENT

DOI: 10.37394/232015.2022.18.101

Mengyan Sheng, Norazlyn Kamal Basha

E-ISSN: 2224-3496

1057

Volume 18, 2022

was to “learn or purchase popular things online”

[11]. Up to 47% of Millennials believed that social

media directly influenced their purchase decisions

[18], which was a stark contrast to the non-Gen Y

age groups where only 19% of respondents agreed

with the statement.

Advanced technologies (4G, Web 2.0, artificial

intelligence [AI], and AR) have improved people–

gadget interactions on short-video platforms.

Participation embodies a paradigm shift for user

experience and involvement. Mulcahy and Riedel

[19] demonstrated that mobile retail advertising

effectiveness can be increased by touch, which

enhanced the user experience and therefore purchase

intention where short-video advertisements could be

accessed by touch. Nevertheless, this interaction

demonstrates an unknown effect.

The current views on the impact of advertising are

principally based on research and observation in the

United States and Europe [14]. Advertising theories

and phenomena are culturally restricted due to the

globalisation of advertising. Consequently, China

and its distinct cultural heritage faced an intriguing

problem [14]. This shift has prompted the

reconsideration of some of the normative

frameworks, assumptions, and ideas of advertising.

Several recent studies have examined whether these

theories can be applied to Asian countries or have

compared Asian and Western advertising functions.

The Chinese advertising sector has undergone

significant changes resulting from the rapid growth

of AI technology and 4G, which may be even more

significant than the changes in other nations. Given

the enormity of the change, the established models

of advertising influence on behaviour might no

longer be valid [14]. Therefore, investigating a

Chinese-specific advertising approach is critical.

Advertisers can now target consumers’ notion of self

more directly and precisely using psychographic

data, such as personality. Combined with rapid user

growth, such targeting technology has facilitated the

rise of social media advertising, hence resulting in

the increased need for additional research. Thus,

examination of the direct effect of advertising traits

and value on purchase intention would contribute to

research in this field.

2.2 Advertising Value Theory

A critical research area in social media advertising

involved ascertaining the aspects of advertising that

capture customers’ attention. The effectiveness of

any advertising campaign should be determined by

the consumer response [13]. Although researchers

frequently use the theory of reasoned action,

technology acceptance, and advertising value theory,

only the advertising value theory focuses on

advertising value rather than the attitude towards

advertising.

Ducoffe & Curlo [20] proposed the advertising value

model to determine advertising effectiveness

according to the uses and gratifications theory

(UGT), which suggests that users choose the media

that best satisfies their cognitive and affective needs,

including personal needs and gratification-seeking

motives. The primary premise of the advertising

value theory states that the customer automatically

appraises and routinely determines whether the

content offered requires additional cognitive

processing [20] Consumers seek positive-value

things to fulfil their unmet requirements or

obligations [20]. Several researchers have recently

attempted to improve the advertising value model,

but with unsatisfactory results. Kim and Han [21]

supplemented the model with incentives, although

individual differences are generally capable of

dominating the impact of the incentive element in

terms of responsiveness [22]. Martins et al. [23]

integrated an emotional component although it had

no palpable effect on advertising value. Zhang and

Wang [24] added interactivity, which also had no

apparent effect on advertising value, but affected

attitudes towards advertising. These studies did not

take irritation into account. It was recently

established that irritation did not play a substantial

role in determining advertising value [25] or was

unrelated to it [26]. Hashim et al. [27] established

that irritation demonstrated no predictive value for

attitudes towards advertising. The above findings

indicated that customers assessed advertising value

favorably when advertisements were deemed a

reliable source of product information [28].

Marketers have recently sought means of limiting

the advertising quantity to which customers are

exposed. Mathematical formulae have been used to

promote consumer-related products to fulfil

consumers’ desires for product knowledge

acquisition. Consumers can influence short-video

advertisements by liking and commenting on them

and sharing the advertisements they find interesting.

Additionally, they can film short videos with

promotional stickers to satisfy their pleasure and

social needs. Watson et al. [29] demonstrated that

superior user control over advertising content

resulted in less detrimental effect annoyance on

customer views.

WSEAS TRANSACTIONS on ENVIRONMENT and DEVELOPMENT

DOI: 10.37394/232015.2022.18.101

Mengyan Sheng, Norazlyn Kamal Basha

E-ISSN: 2224-3496

1058

Volume 18, 2022

2.3 Bandwagon Effect

The bandwagon effect refers to people’s tendency to

adopt specific habits, styles, or attitudes simply

because others are doing so [30]. It describes how

much an individual thinks others would agree or like

the advertisement [30]. Bearden et al. [31] stated that

normative interpersonal influence is a proxy for the

bandwagon effect referring to people who consider

the beliefs and behaviours of others as their own.

Individuals develop attitudes and behaviours to

sustain positive relationships with reference group

members [32].

The bandwagon effect is a fictitious expression of

“non-personal influence” referring to the influence

on individual attitudes, beliefs, or behaviours. These

influences originate from the aggregate attitudes,

beliefs, and behaviours of anonymous others who

have indirect contact with the individual [33]. The

bandwagon effect is particularly pronounced in the

context of the network [34] where numerous

collective recognitions have a cascading influence

on how consumers make purchasing decisions [34].

Superior communal recognition leads to a stronger

bandwagon effect as collective recognition may be a

substitute for social recognition [35]. The

bandwagon effect is stronger in a collectivist-culture

country such as China than in Western countries

[36]. Marketing frequently uses the bandwagon

heuristic due to the bandwagon effect. Social

networking sites present consumers with a wealth of

information on their peers' decisions and opinions on

their social ties [37], thus exerting and intensifying

peer consumer interpersonal impact [38]. The

bandwagon heuristic can be activated by social

media indicator quantity (likes, comments, or shares)

[39], hence signaling the popularity of the message

and encouraging users to “join the bandwagon”.

Several bandwagon effect studies have focused on

the news, such as the beneficial impact of social

recommendations on news credibility [40] and the

effect on online news sharing intentions [41]. The

bandwagon effect has been evoked to explain

consumer behaviour, specifically regarding luxury

items, which has been referred to as bandwagon

consumption [42].

People strive to improve their self-image, which may

be accomplished by resembling the reference group

or other group members. As social creatures,

humans copy the conduct of others in their social

surroundings [34].

Bandwagon customers are more inclined to modify

their conduct or attitude in order to conform to the

standards of the Internet or any organization they

choose to join [34]. They purchase socially

recognized things as a symbol of membership in

social groupings. The bandwagon effect is

proportional to the quantity of social recognition that

the amount of collective recognition may represent.

Bandwagon effect is particularly pronounced in

social media [40]. It is discovered that the chance of

customers purchasing a certain product increased

with the number of previous purchases made on

online group buying platforms. When consumers

observe the product's popularity, they will be

motivated to follow the trend [42]. Additionally,

consumers can learn about opinions and buy

intentions through the written communications of

peers on social networks and in the media [40].

Moreover, the advertising context, social

information cues affected advertisement

acceptability and purchase intention.

2.4 Stimulus-Organism-Response (S-O-R)

The “stimulus-response” model proposed in 1913 by

Watson, who founded behavioural psychology, is

one of the most well-known environmental

psychology models [43]. Mehrabian and Russell

[44] proposed a consumer behaviour model based

on the model: the Stimulus-Organism-Response

model (S-O-R model), as depicted in Figure 3. They

believed that environmental stimuli (S) directly

affect organisms (O) (that is, consumers), thus

affecting consumer behavioural responses (R).

Stimuli are triggers that influence consumers and

include external stimuli, such as marketing stimuli

and contextual stimuli, or internal stimuli, such as

consumer characteristics [45]. Organism refers to the

consumer’s internal evaluation or state and includes

emotional responses, such as pleasure, arousal, and

dominance [46]. Organism mainly refers to the

emotional or cognitive system with which the person

processes environmental stimulus input. The

organism also involves all of the intervening

processes between both stimuli and customers’

responses [47]. Behavioural response (R) indicates

consumer responses to stimuli and organisms [46].

Fig. 3: The S-O-R model [44]

Based on the critical role of stimulus as a motivator

in the buying process (Xiang et al., 2016), marketing

and information system research has widely applied

and validated the S-O-R paradigm [43, 47, 48,49].

For example, Leong et al. [50] used the S-O-R

model effectively to clarify the beneficial effect of

WSEAS TRANSACTIONS on ENVIRONMENT and DEVELOPMENT

DOI: 10.37394/232015.2022.18.101

Mengyan Sheng, Norazlyn Kamal Basha

E-ISSN: 2224-3496

1059

Volume 18, 2022

Facebook marketing stimuli on impulse purchases.

The S-O-R model to examine purchase as a

behavioural reaction in a mobile commerce

environment and concluded that visual appeal and

portability affect purchasing behaviour.

Researchers have also used the S-O-R paradigm to

clarify consumer loyalty, purchase intention,

engagement, and co-creation. Wu and Li [51]

constructed a comprehensive model to examine the

effect of six marketing mix components (stimulus)

on consumer loyalty (response) in social commerce

through consumer value (organism). Herrando et al.

[52] examined the effects of hedonic and utilitarian

stimulation on users’ flow experiences, which

exerted a favourable effect on emotional and

behavioural loyalty and merged the moderating

function of cultural background in social commerce.

Cho et al. [53] established the impact of technology-

and fashion-related elements on attachment to

products, such as smart watches, by analysing user

happiness and pleasure.

The organism may reject or accept the stimulus

received. Stimulus rejection indicates that the

stimulus did not exert an effective influence on the

individual as an organism [54], while stimulus

acceptance indicates that the stimulus exerted a

significant effect on the individual [53]. When an

individual receives a stimulus, they focus and grasp

it so they are willing to act or react to the stimulus.

Then, assisted by the individual’s capacities, the

existing stimulus leads to a personal response, which

is an alteration in personal conduct and intent [47].

Gao and Bai [55] stated that stimulation influences

individual behaviour. An organism conducts

cognitive assessments using personal online

experience. An external stimulus, advertising has the

potential to affect consumers’ cognitive and

emotional systems, generate an opinion regarding

advertising value, and prompt response, namely

purchase intention. Additionally, information flow

might influence stimuli. The information flow

fluctuates in response to the presence of a particular

circumstance and is affected by the interaction of

individuals in that context. Floh and Madlberger

[56] stated that a website with an appealing design

successfully engages consumers and immediately

presents an exciting purchasing experience, which is

dubbed a flow experience. Flow operates as an

organism that is influenced by stimulus factors, such

as if the website supplies sufficient, effective, and

valuable content [57], exhibits a highly engaging

design, and performs trustworthy transactions.

2.5 Online Purchase Intention

The term “online purchase intention” refers to the

extent to which a consumer aims to participate in

actual online purchase behaviour [54]. Online

purchase intention is also considered “the result of a

series of indicators for the e-commerce customer”

[55]. In the short-video consumption context, online

purchase intention indicates the probability of users

reading short-video advertisements, sharing them

with others, or even clicking on the product link

embedded in the advertisement to make a purchase

[10].

Online purchase intention is significant as it

demonstrates the potential to both promote and drive

consumer behaviour and to trigger and result in

actual online purchases [56]. The research on online

purchase intention has reported that online purchase

intention and online purchase behaviour are

substantially directly correlated [57]. In short, the

consumers who express a favourable attitude

towards the purchase exhibit higher online purchase

rates of a product or service than those who express

a negative attitude.

Online purchase intention has been examined via

likelihood, probability, and expectation and has been

quantified immediately, during the next visit, and in

the future [58]. Some studies have measured

consumers’ online purchase intention by asking

questions regarding their probability of returning to

an e-store, purchasing from the e-store within the

next three months, their expectation of purchasing

within the next year, and their probability of ever

purchasing from a specific e-store [59].

2.6 Informativeness and Advertising Value

Informativeness indicates the degree to which an

advertising message contains educational material

[56]. Informativeness is described as the amount of

information in media, such as texts, photos, or

videos that can provide information on product

alternatives to users. Up to 50% of Chinese

consumers became aware of a specific product via

social media platforms [18], thus indicating the

crucial nature of the information. Furthermore, 50%

of Chinese online customers became familiar with a

particular product via social media platforms [18].

Advertisements containing clean content can reduce

consumer resistance by 45.4% [11]. These findings

demonstrate that the informational substance of a

message exerts a beneficial effect on online

advertising perceived value [57]. In social network

studies, informativeness has also been considered a

critical component in predicting communications

usefulness [58]. Consumers have defined value as an

WSEAS TRANSACTIONS on ENVIRONMENT and DEVELOPMENT

DOI: 10.37394/232015.2022.18.101

Mengyan Sheng, Norazlyn Kamal Basha

E-ISSN: 2224-3496

1060

Volume 18, 2022

objective appraisal that may be used to predict their

responses. Ducoffe [60] described advertisement

value as “a subjective evaluation of the relative

worth or utility of advertising to customers”

representing consumer enjoyment with the product

being communicated [61]. Thus, advertising value

was considered a market-based indicator of whether

a product meets client expectations [60]. When

customers’ expectations were met or surpassed by

advertising values, they were more likely to perform

positive actions, such as obtaining products [62].

Conversely, advertising that lacked perceived value

was subject to negative behaviours, such as

disregarding advertising messages [63, 64]. The

cognitive learning theory states that consumers are

always encouraged to evaluate the advertisement

material using their abilities. The split-brain theory

[65] postulates that consumers utilize two distinct

brain areas for analysing and imagining. Yet, the

information in the message in both circumstances

predicts whether consumers would derive greater

value from the advertisement. Advertisement

informativeness is a significant predictor of

advertisement value and is crucial for advertising

effectiveness on the Web [60], smartphones, and

social media [65,66,67,68]. Informativeness is

crucial for any advertisement, whether traditional or

online, to generate customer exposure, attention, and

a favourable perception [69]. Short-video

advertisements combine images and video to present

additional product information more

comprehensively. Short-video advertisement

message informativeness demonstrates a beneficial

effect on advertising value. Therefore, the following

proposition is suggested:

P1: Informativeness is positively associated with

advertising value in short-video platform

advertising.

2.7 Entertainment and Advertising Value

The term “entertainment” indicates the capacity of a

product or service to fulfill a consumer’s desire for

recreation, aesthetic enjoyment, or emotional release

[70]. Advertising uses humor to increase consumer

enjoyment and foster favourable product attitudes

[71]. A Chinese consumer survey reported that

50.3% of respondents believed that an engaging

advertisement was the primary factor influencing

their decision to click on an advertisement.

Enjoyment is the extent to which using a specific

system is perceived to be enjoyable, or, how much

fun or pleasure using a product has [70]. Most UGT

research has noted that including entertainment

benefits advertising by eliciting consumer emotions

and fulfilling their desire for enjoyment [70].

Ducoffe [60] determined that online advertising

content entertainment value and online advertising

value were favourably correlated. The power of

advertising to encourage enjoyment and favourable

customer attitudes is described as the ability to

present a form of escape, recreation, aesthetic

enjoyment, or emotional release [71]. After

satisfying customers’ entertainment demands,

advertisers can develop personal ties with them,

hence improving consumer acceptance and

perceived advertising value [72].

The most influential factor in determining a person’s

overall attitude towards advertisements is the

perception of enjoyment [48]. Numerous

investigations [73, 74,75,76] have established that

the entertainment value of an advertisement

significantly predicts the willingness of prospective

customers to be convinced by it. This identification

is particularly effective and appropriate for a social

network where members create, receive, and share

messages regarding a product [73]. Consumers have

recently demanded entertainment when they view

advertising [23]. Entertaining content was a

significant predictor of value in advertising on the

Web [60], mobile phones, and social media [74,

77,78]. Given the inherent multimedia features of

short-video platforms, advertisers can integrate

entertainment content on the platform by presenting

humorous images and videos. It is self-evident that

an entertaining advertisement on a short-video

platform can help increase the advertisement value.

Therefore, the following proposal was developed:

P2: Entertaining is positively associated with

advertising value in short-video platform

advertising.

2.8 Credibility and Advertising Value

Advertising credibility describes consumers’

perception of general advertising truthfulness and

believability [79]. Advertising credibility is an

expression of consumers’ expectations regarding

advertising fairness and factualness [80] .

Advertising credibility is examined through

advertising content and is influenced by the

credibility of the company and the messenger [80].

Due to advertisement authenticity, 43.5% of Chinese

consumers would click on social media

advertisements [11]. MacKenzie and Lutz [79]

highlighted the importance of creating credible

advertisements as the frequent perception of

advertisements as unreliable substantially reduces

WSEAS TRANSACTIONS on ENVIRONMENT and DEVELOPMENT

DOI: 10.37394/232015.2022.18.101

Mengyan Sheng, Norazlyn Kamal Basha

E-ISSN: 2224-3496

1061

Volume 18, 2022

advertising effectiveness. Advertising credibility has

a direct positive influence on customer evaluation

[73, 74,75,76, 74, 77,81]. With the development of

micro-media and mass media, customers receive an

enormous amount of incoming information [82].

Information overload leads to the feeling of being

compelled to process indigestible amounts of data.

Customers will focus on the information only when

they believe that the advertising information is

credible and trustworthy [83]. Lee et al. [84]

believed that consumers might avoid or ignore an

advertisement if they considered it not credible.

Many empirical studies have demonstrated that

advertising credibility exerted a significant impact

on advertising value [48]. Choi et al. [85] stated

that South Korean and the United States customers

believed that credibility affected advertising

perceived value positively. Liu et al. [86] noted that

the credibility of advertising information and content

sources perceived by consumers correlated

positively with perceived advertising value. Murillo-

Zegarra et al. [87] demonstrated that perceived trust

in advertisers increased mobile advertising perceived

value. Martins et al. [23] proved that the strongest

determinant of advertising value was credibility,

followed by entertainment and information.

Credibility exerted a significant influence on

advertising value and behavioural intentions in the

context of advertisements on the Web [60], mobile

phones [78, 87]. Content in social media advertising

is considered reliable and trustworthy as comments

on existing social connections are presented and

shared in the content [88]. Thus, social media

advertising reliability and trustworthiness were

intuitively assessed through the comments of other

existing social network members within the

advertisement [89].

Parise and Guinan [90] reported that users perceived

product advertising messages on social media more

positively. In accordance with this, Mangold and

Faulds [91] suggested that customers deemed social

media advertising a credible source of product

information and increasingly took it into account.

Dao et al. [10] suggested that positive advertising

credibility leads to positive perceptions of social

media advertising value. Therefore, the following

proposition is suggested:

P3: Credibility is positively associated with

advertising value in short-video platform

advertising.

2.9 Bandwagon Perception

The term “bandwagon perception” describes a

person’s belief that other people will agree with or

like an advertisement. High social media

involvement levels (shares, likes, and comments) are

also referred to as bandwagon cues, which can result

in high bandwagon perception levels [26]. The past

product purchase quantity is also considered a

collective endorsement, hence resulting in a

bandwagon perception of product popularity [26].

Viewers are more likely to present favourable

opinions and remarks when an advertisement

demonstrates higher social indicators and popularity

trend levels [93]. Advertisers have frequently

employed the bandwagon effect to spur consumers

into developing their product purchase intention

[94]. More than 80% of short-video users are from

Gen Y [11] and 51.1% have stated that

“understanding or purchasing popular Internet

products” was their primary reason for utilising

short-video platforms [11]. People endeavor to

improve their self-image, which can be

accomplished by mimicking the reference group or

other group members [95]. Their social nature means

that humans copy the behaviour of others in their

social surroundings [96]. Consumers that jump on

the bandwagon are more likely to alter their

behaviour or attitude to conform to Internet

requirements or that of groups they wish to join [97].

They purchase socially recognised items to

demonstrate their social group membership [98].

Greater collective recognition leads to a larger

bandwagon effect, as collective recognition may

indicate social recognition [35]. The bandwagon

effect is intensely prominent on social media

[99,100]. Coulter and Roggeveen [101] discovered

that the likelihood of consumers purchasing a certain

product increased when previous purchase numbers

on online group buying platforms increased. When

consumers perceived the popularity of a product,

they were prompted to purchase it. Consumers could

also gain insight into their peers’ opinions and

purchase intentions through written statements

shared on social and other media [102,103,104].

Research on bandwagon perception has mainly

focused on the role of bandwagon effects on the

consumption of luxury goods [105,38] and on the

value of bandwagon signals in appraising news

content [41, 40]. One of the most prominent

advantages of the short-video platform is its ability

to establish trends and inform users of the most

popular events, products, and activities [14].

Simultaneously, collectivism is the primary trait of

the Chinese people, while Chinese customers’

primary characteristic is trend-following [105].

WSEAS TRANSACTIONS on ENVIRONMENT and DEVELOPMENT

DOI: 10.37394/232015.2022.18.101

Mengyan Sheng, Norazlyn Kamal Basha

E-ISSN: 2224-3496

1062

Volume 18, 2022

Nonetheless, few have studied the influence of

bandwagon impressions on online purchase

intention.

People in a collectivist culture typically form an

interdependent self-consciousness that connects the

self with others. In China, such people typically

focus more on others [106, 107]. The main feature of

the short-video platform is to represent, lead, and

establish current trends. Short-video content,

including advertising content, is considered the most

recent and most popular topic. Moreover, the social

information bandwagon perception effect was

magnified as there were more purchasers of the

previous product [38]. On short-video platforms, the

number of people who have purchased an advertised

product is clearly visible to other viewers. This may

increase consumers’ willingness to purchase such

products. Therefore, the following proposition is

suggested:

P4: Bandwagon perception is positively associated

with online purchase intention in short-video

platform advertising.

2.10 Advertising Value and Purchase Intention

Advertising value refers to the consumer’s

impression and evaluation of advertising [60].

Customers frequently demonstrate positive

behaviours, such as purchasing items, when

advertising meets or surpasses their expectations

[20]. The advertising value is proportional to

customers’ perceived interest in the advertisement,

influencing consumer response [63]. Consumer

perceptions of advertising value are considered

critical to building the competitive advantage of a

company and predicting purchase intention [108].

As customers develop a positive attitude towards

advertising, they will also develop a positive attitude

towards products or services [21]. Clients who

express positive feelings for items or services

demonstrated increased purchase intention [109].

Numerous prior studies have reported that

advertising value is a significant predictor of social

media advertising acceptability [25, 66, 110].

Martnies et al. [23] demonstrated the crucial

importance of smartphone advertising value in

establishing purchase intent. Kim and Han [21]

emphasized the importance of advertising value in

predicting purchase intention, thus demonstrating

that customers are more likely to make a purchase

when they believe smartphone advertising is useful

and valuable.

2.11 The Mediating Effect of Advertising

Value

Ducoffe [60] reported that advertising becomes

valuable through the addition of information and

entertainment. These determinants form the basis for

proving how consumers evaluate advertising value.

Xu [111] noted that increased credibility is a key

factor affecting advertising value. One purpose of

these advertising factors is to increase consumers’

perception of advertising value. Advertising value

provides consumers with a general description of

marketing information value [110]. The bandwagon

effect demonstrates that if others think something is

valuable, then the individual should also think so

[30]. Specifically, numerous likes, comments,

shares, and purchases convinced consumers that

many other people liked and recognized the

advertisement, indicating that it is effective and

valuable [112]. Therefore, if an advertisement can

convey information, credibility, entertainment, and

popularity, then consumers would be willing to

watch it and be influenced to purchase products and

services online [113]. Many researchers have

confirmed that the value derived from advertising

demonstrates a positive effect on consumers’

attitudes and behaviours towards Internet advertising

[91]. In addition, consumers’ attitudes and

behaviours towards products and services are

improved by perceived value [115]. Therefore, a

higher perceived advertising value of advertising can

lead to a more positive attitude towards advertising

and a more positive reaction and response to

advertising [110]. Therefore, it is believed that short-

video advertising value mediates short-video

advertising factors and online purchase intention.

Therefore, the following proposals are posited:

P5: Advertising value mediates the relationship

between informativeness and online purchase

intention in short-video platform advertising.

P6: Advertising value mediates the relationship

between entertainment and online purchase intention

in short-video platform advertising.

P7: Advertising value mediates the relationship

between credibility and online purchase intention in

short-video platform advertising.

P8: Advertising value mediates the relationship

between bandwagon perception and online purchase

intention in short-video platform advertising.

WSEAS TRANSACTIONS on ENVIRONMENT and DEVELOPMENT

DOI: 10.37394/232015.2022.18.101

Mengyan Sheng, Norazlyn Kamal Basha

E-ISSN: 2224-3496

1063

Volume 18, 2022

Fig. 4: Proposed research model

3 Discussion

China is one of the world's fastest-changing

consumer marketplaces, although China's

advertising sector is still relatively young. Despite

the immense scale and expansion of the sector,

Chinese agency management is less competent and

experienced than that of developed countries.

Advertising created in China lacks depth and always

begins with its own products, rather than with

customers. Chinese businesses and advertising firms

have diverse views on the variables influencing the

success of advertising. The sector for short-video

platforms is likewise fairly new. Even social e-

commerce is still in its formative stages. The

concept of traditional advertising is no longer

acceptable on short-video platforms. Numerous

corporations advertise on the short-video platform,

resulting in an abundance of content and intense

rivalry on the site. Marketers still lack the necessary

information and expertise, as well as customer input,

regarding how to conduct advertising effectively

[116].

This study addressed the limitations in Chinese

consumer research on short-video platforms by

focusing on users of short-video platforms.

Currently, short movies have become a focal focus

of viewer interest and have become an integral part

of the life of ordinary people. The advertising value

model and the S-O-R model were merged and used

in the setting of short-video advertising to construct

this research model from several perspectives. This

might represent a substantial theoretical gain in our

knowledge of the advertising factors that impact

online purchase intentions. This study hypothesized

that advertising value moderates the association

between online consumers' degree of value

assessment (content- and technology-related

characteristics) and their desire to purchase online.

This allowed for the accumulation of knowledge

regarding how internet clients evaluate the attributes

of brief video advertisements. Personalization is

quite popular in the e-commerce industry.

Consequently, e-retailers must consider not only

delivering real-time personalized service, but also

enhancing the flow experience of consumers, such as

by creating an engaging online environment. This

study investigated the moderating effect of product

participation on online shopping intent. The features

of short-video platform advertising (content-related

variables and technology-related elements) would

vary based on the extent of product participation of

online customers. This reveals how internet users

evaluate the characteristics of quick video

advertising.

The value of short-video advertising elements was

perceived differently by various consumers. The

findings reveal that short-video platforms can track

and assess the personal characteristics of online

customers to estimate their level of product

engagement. Marketers must employ these methods

to promote the intrinsic qualities of products to

highly engaged consumers. Increasing entertainment

characteristics and the notion of bandwagoning will

also attract consumers with minimal product

engagement. Moreover, the study indicated that the

product- or service-purchasing behavior of clients

may be evaluated more comprehensively. The

findings may thus help short-video platforms obtain

a better understanding of the relative influence of

product association and flow experience on customer

behavior in an online purchase environment.

Initially, advertisements must be appealing,

effective, and elicit some degree of emotion to catch

consumers' attention. Consumers are more attentive

to and accepting of advertisements that they process.

Numerous businesses and advertising agencies have

insufficient expertise with this relatively new

advertising platform. Ultimately, whether a sort of

marketing is acceptable or not relies on how online

customers perceive the commercials' ability to

achieve their goals. Therefore, this study

recommends that future studies utilize or expand the

proposed model to study online purchase behaviour,

especially for Gen Y.

4 Significance of the Study

This study made unique contributions to the existing

understanding of online consumer behaviour. First,

this study focused on short-video platform

consumers and addressed the gaps in Chinese

consumer research on short-video platforms.

WSEAS TRANSACTIONS on ENVIRONMENT and DEVELOPMENT

DOI: 10.37394/232015.2022.18.101

Mengyan Sheng, Norazlyn Kamal Basha

E-ISSN: 2224-3496

1064

Volume 18, 2022

Currently, short videos have become a focal point of

viewer attention and have been interwoven with the

lives of ordinary people [116]. To develop this

research model from different angles, the advertising

value model and S-O-R model were combined and

applied to the short-video advertising context. This

could be a significant theoretical advancement in the

current understanding of the advertising variables

that influence online shopping intentions.

Second, the effect of bandwagon perception on

consumers’ purchase intention and advertising value

was examined, as it has received little attention in

the literature. It is hoped that this study will fill this

scientific need. Product participation can exert a

significant impact on the cognitive and behavioural

responses to a message [117]. Nonetheless, few have

examined the connection between short-video

advertising characteristics and online consumer

information processing motivations, which influence

online purchase intention.

This study proposed that advertising value has a

moderating effect on the relationship between online

consumers’ degree of value appraisal (content- and

technology-related variables) and online purchase

intention. This enabled the acquisition of insight into

how online customers perceive short-video

advertisement qualities. Personalised design is

extremely popular in the e-commerce market. Thus,

e-retailers must consider not only offering real-time

personalised service but also improving consumers’

flow experience, such as by providing an

entertaining online environment.

There were varying consumer perceptions of the

value of short-video advertising features. The

findings demonstrate that short-video platforms can

follow and evaluate online consumers’ personal

features to determine their product involvement

level. Marketers must utilise these techniques to

endorse the inherent characteristics of items to

highly engaged consumers. Increasing entertaining

features and bandwagon perception would also

attract consumers with minimum product

participation.

Finally, the study demonstrated that customers’

product- or service-purchasing behaviour can be

assessed more holistically. Therefore, the findings

may aid short-video platforms in gaining a better

comprehension of the relative effect of product

association and flow experience on consumer

behaviour in an online purchasing environment.

Very few studies have systematically examined the

connection between the features of short-video

platform advertising and the motivation of online

consumer information processing, which influences

consumers' online purchase intentions. Various

levels of product engagement are exhibited by

viewers of short-form video advertisements on a

platform. Those with a high level of participation are

more likely to assess the material themselves,

whereas those with a low level of involvement are

more likely to be external influences, such as

"simply follow the herd." This study examined the

moderating influence of product participation on

online purchase intention. Depending on the level of

product involvement of online consumers, the

qualities of short-video platform advertising

(content-related variables and technology-related

factors) would be affected differently. This provides

insight into how internet customers perceive the

qualities of brief video advertisements. This study

has developed a novel model to provide marketers,

advertisers, and short-video platform operators with

some ideas on how to design more effective short-

video platform advertisements to influence the

online purchase intentions of consumers with

different characteristics.

An effective short-video platform advertising

campaign should utilize the functions of the short-

video platform to ensure that users consider them as

valuable, important, and useful advertisements when

participating in short-video platform advertisements.

It is best for marketers and advertisers to use short-

video ads that are more entertainment, credible and

informative. In addition, in this case, understanding

the relationship between bandwagon clues such as

popularity rankings, in-app purchase sales volume,

and advertising is essential for the best marketing

decisions. Bandwagon perception plays an important

role in enhancing the perceived value of advertising,

and influences purchase intention through the

mediation of advertising value.

5 Conclusion

This study aimed to construct a model that will aid

marketers, advertisers, and short-video platform

operators in developing more successful short-video

advertisements to affect the online purchase

intentions of diverse Chinese consumers. A short-

video platform advertising campaign that is

successful should optimise the features of the

platform to guarantee that consumers deem the

advertisements meaningful, significant, and useful

when they participate in such advertisements. To

develop the research model, the advertising value

model and S-O-R model were synthesised and

applied to the short-video advertising context.

WSEAS TRANSACTIONS on ENVIRONMENT and DEVELOPMENT

DOI: 10.37394/232015.2022.18.101

Mengyan Sheng, Norazlyn Kamal Basha

E-ISSN: 2224-3496

1065

Volume 18, 2022

Marketers and advertisers should prioritize

entertaining, credible, and educational short-form

video advertisements. Furthermore, it is proposed

that comprehending the relationship between

bandwagon indicators, such as popularity rankings,

in-app purchase sales volume, and advertising, is

crucial for optimal marketing decision-making.

Moreover, bandwagon perception is significant for

increasing the perceived advertising value and

purchase intention by mediating advertising value.

References:

[1]. CNNIC. (2021). The 47th China Statistical

Report on Internet Development.

http://www.cac.gov.cn/2021-

02/03/c_1613923423079314.htm

[2]. eMarketer. (2021). China Ecommerce

Forecast 2021.

https://www.emarketer.com/content/china-

ecommerce-forecast-2021

[3]. JingDong. (2020). Post-90s consumption

white paper.

[4]. Accenture. (2018). China consumer insight

series report.

[5]. GlobalBlue, & RolandBerger. (2019).

Millennials: Reinventing Travel and

Shopping Habits.

[6]. Kaye, D. B. V., Chen, X., & Zeng, J. (2021).

The co-evolution of two Chinese mobile

short video apps: Parallel platformization of

Douyin and TikTok. Mobile Media &

Communication, 9(2), 229–253.

https://doi.org/10.1177/2050157920952120

[7]. Kong, D. (2018). Research report on short-

video industry.

http://www.199it.com/archives/672181.html

[8]. Zhao, J., & Wang, J. (2020). Health

Advertising on Short-Video Social Media: A

Study on User Attitudes Based on the

Extended Technology Acceptance Model.

International Journal of Environmental

Research and Public Health, 17(5), 1501.

https://doi.org/10.3390/ijerph17051501

[9]. Shareef, M. A., Mukerji, B., Dwivedi, Y. K.,

Rana, N. P., & Islam, R. (2019). Social

media marketing: Comparative effect of

advertisement sources. Journal of Retailing

and Consumer Services, 46(September

2017), 58–69.

https://doi.org/10.1016/j.jretconser.2017.11.

001

[10]. Van-Tien Dao, W., Nhat Hanh Le, A.,

Ming-Sung Cheng, J., & Chao Chen, D.

(2014). Social media advertising value.

International Journal of Advertising, 33(2),

271–294. https://doi.org/10.2501/IJA-33-2-

271-294

[11]. iResearch. (2020). China Information Short

Video Market Insights White Paper.

[12]. Pilelienė, L., & Grigaliūnaitė, V. (2017).

Colour temperature in advertising and its

impact on consumer purchase intentions.

Oeconomia Copernicana, 8(4), 657–669.

https://doi.org/10.24136/oc.v8i4.40

[13]. Alalwan, A. A. (2018). Investigating the

impact of social media advertising features

on customer purchase intention.

International Journal of Information

Management, 42(April), 65–77.

https://doi.org/10.1016/j.ijinfomgt.2018.06.0

[14]. Xie, X.-Z., Tsai, N.-C., Xu, S.-Q., & Zhang,

B.-Y. (2019). Does customer co-creation

value lead to electronic word-of-mouth? An

empirical study on the short-video platform

industry. The Social Science Journal, 56(3),

401–416.

https://doi.org/10.1016/j.soscij.2018.08.010

[15]. Hamouda, M. (2018). Understanding social

media advertising effect on consumers’

responses. Journal of Enterprise Information

Management, 31(3), 426–445.

https://doi.org/10.1108/JEIM-07-2017-0101

[16]. Hill, K. (2013). Use Of Ad Blocking Is On

The Rise.

https://www.forbes.com/sites/kashmirhill/20

13/08/21/use-of-ad-blocking-is-on-the-

rise/?sh=1f3d69116437

[17]. Wang, L., & Lee, J. H. (2021). The impact

of K-beauty social media influencers,

sponsorship, and product exposure on

consumer acceptance of new products.

Fashion and Textiles, 8(1), 15.

https://doi.org/10.1186/s40691-020-00239-0

[18]. McKinsey. (2019). China’s digital consumer

trend in 2019.

[19]. Mulcahy, R. F., & Riedel, A. S. (2020).

‘Touch it, swipe it, shake it’: Does the

emergence of haptic touch in mobile

retailing advertising improve its

effectiveness? Journal of Retailing and

Consumer Services, 54(May), 101613.

https://doi.org/10.1016/j.jretconser.2018.05.

011

WSEAS TRANSACTIONS on ENVIRONMENT and DEVELOPMENT

DOI: 10.37394/232015.2022.18.101

Mengyan Sheng, Norazlyn Kamal Basha

E-ISSN: 2224-3496

1066

Volume 18, 2022

[20]. Ducoffe, R. H., & Curlo, E. (2000).

Advertising value and advertising

processing. Journal of Marketing

Communications, 6(4), 247–262.

https://doi.org/10.1080/13527260075003636

[21]. Kim, Y. J., & Han, J. (2014). Why

smartphone advertising attracts customers:

A model of Web advertising, flow, and

personalization. Computers in Human

Behavior, 33, 256–269.

https://doi.org/10.1016/j.chb.2014.01.015

[22]. Varnali, K., Yilmaz, C., & Toker, A. (2012).

Predictors of attitudinal and behavioral

outcomes in mobile advertising: A field

experiment. Electronic Commerce Research

and Applications, 11(6), 570–581.

https://doi.org/10.1016/j.elerap.2012.08.002

[23]. Martins, J., Costa, C., Oliveira, T.,

Gonçalves, R., & Branco, F. (2019). How

smartphone advertising influences

consumers’ purchase intention. Journal of

Business Research, 94(December 2017),

378–387.

https://doi.org/10.1016/j.jbusres.2017.12.04

[24]. Zhang, P., & Wang, C. (2005). AN

EMPIRICAL STUDY ON CONSUMER’S

PERCEIVED VALUE AND ATTITUDE

TOWARD ADVERTISING. 3, 321–325.

http://melody.syr.edu/pzhang/publications/G

ITM_05_Zhang_Wang_WebAd.pdf

[25]. Logan, K., Bright, L. F., & Gangadharbatla,

H. (2012). Facebook versus television:

advertising value perceptions among

females. Journal of Research in Interactive

Marketing, 6(3), 164–179.

https://doi.org/10.1108/17505931211274651

[26]. Kim, J. (2021). The Meaning of Numbers:

Effect of Social Media Engagement Metrics

in Risk Communication. Communication

Studies, 72(2), 195–213.

https://doi.org/10.1080/10510974.2020.1819

842

[27]. Hashim, N. H., Normalini, & Sajali, N.

(2018). The Influence Factors Towards

Mobile Advertising Message Content on

Consumer Purchase Intention. Global

Business Review, 19(5), 1187–1206.

https://doi.org/10.1177/0972150918788746

[28]. Kim, M. (2020). Determinants of Young

Consumers’ Attitude toward Mobile

Advertising: The Role of Regulatory Focus.

Journal of Promotion Management, 26(2),

186–206.

https://doi.org/10.1080/10496491.2019.1699

623

[29]. Watson, C., McCarthy, J., & Rowley, J.

(2013). Consumer attitudes towards mobile

marketing in the smart phone era.

International Journal of Information

Management, 33(5), 840–849.

https://doi.org/10.1016/j.ijinfomgt.2013.06.0

[30]. Sundar, S. Shyam, Oeldorf-Hirsch, A., &

Xu, Q. (2008). The bandwagon effect of

collaborative filtering technology.

Proceeding of the Twenty-Sixth Annual CHI

Conference Extended Abstracts on Human

Factors in Computing Systems - CHI ’08,

3453.

https://doi.org/10.1145/1358628.1358873

[31]. Bearden, W. O., Netemeyer, R. G., & Teel,

J. E. (1989). Measurement of Consumer

Susceptibility to Interpersonal Influence.

Journal of Consumer Research, 15(4), 473–

481. https://doi.org/10.1086/209186

[32]. Mourali, M., Laroche, M., & Pons, F.

(2005). Individualistic orientation and

consumer susceptibility to interpersonal

influence. Journal of Services Marketing,

19(3), 164–173.

https://doi.org/10.1108/08876040510596849

[33]. Mutz, D. C. (1998). Impersonal influence:

How perceptions of mass collectives affect

political attitudes. Cambridge University

Press.

[34]. Xu, Q., Schmierbach, M., Bellur, S., Ash,

E., Oeldorf-Hirsch, A., & Kegerise, A.

(2012). The Effects of “Friend”

Characteristics on Evaluations of an Activist

Group in a Social Networking Context.

Mass Communication and Society, 15(3),

432–453.

https://doi.org/10.1080/15205436.2011.5838

[35]. Cialdini, R. B. (2007). Descriptive Social

Norms as Underappreciated Sources of

Social Control. Psychometrika, 72(2), 263–

268. https://doi.org/10.1007/s11336-006-

1560-6

[36]. Mainolfi, G. (2020). Exploring materialistic

bandwagon behaviour in online fashion

consumption: A survey of Chinese luxury

consumers. Journal of Business Research,

120(November), 286–293.

https://doi.org/10.1016/j.jbusres.2019.11.03

WSEAS TRANSACTIONS on ENVIRONMENT and DEVELOPMENT

DOI: 10.37394/232015.2022.18.101

Mengyan Sheng, Norazlyn Kamal Basha

E-ISSN: 2224-3496

1067

Volume 18, 2022

[37]. Arli, D., & Dietrich, T. (2017). Can Social

Media Campaigns Backfire? Exploring

Consumers’ Attitudes and Word-of-Mouth

Toward Four Social Media Campaigns and

Its Implications on Consumer-Campaign

Identification. Journal of Promotion

Management, 23(6), 834–850.

https://doi.org/10.1080/10496491.2017.1323

259

[38]. Kim, H., Park, K., & Eighmey, J. (2019).

The Effects of Social Information Cues

Featured in SNS Ads on Unfamiliar Product

Adoption. Journal of Promotion

Management, 25(4), 541–569.

https://doi.org/10.1080/10496491.2018.1500

409

[39]. Sundar, Shyam S. (2008). The MAIN

model: A heuristic approach to

understanding technology effects on

credibility. Digital Media, Youth, and

Credibility, 73–100.

https://doi.org/10.1162/dmal.978026256232

4.073

[40]. Waddell, T. F. (2018). What does the crowd

think? How online comments and popularity

metrics affect news credibility and issue

importance. New Media & Society, 20(8),

3068–3083.

https://doi.org/10.1177/1461444817742905

[41]. Kim, J. H. (2018). Effect of brand popularity

as an advertising cue on tourists’ shopping

behavior. Journal of Destination Marketing

and Management, 10(1), 78–86.

https://doi.org/10.1016/j.jdmm.2018.07.001

[42]. Bahri-Ammari, N., Coulibaly, D., & Ben

Mimoun, M. S. (2020). The bandwagon

luxury consumption in Tunisian case: The

roles of independent and interdependent self

concept. Journal of Retailing and Consumer

Services, 52(August 2019), 101903.

https://doi.org/10.1016/j.jretconser.2019.101

903

[43]. Chopdar, P. K., & Balakrishnan, J. (2020).

Consumers response towards mobile

commerce applications: S-O-R approach.

International Journal of Information

Management, 53(March), 102106.

https://doi.org/10.1016/j.ijinfomgt.2020.102

106

[44]. Mehrabian, A., & Russell, J. A. (1974). An

approach to environmental psychology. the

MIT Press.

[45]. Chan, T. K. H., Cheung, C. M. K., & Lee, Z.

W. Y. (2017). The state of online impulse-

buying research: A literature analysis.

Information & Management, 54(2), 204–

217.

https://doi.org/10.1016/j.im.2016.06.001

[46]. Li, M.-H. (2019). Exploring Short Video

Application Users’ Visit Intention: Applying

the Stimulus-Organism-Response Model.

Asian Social Science, 15(12), 8.

https://doi.org/10.5539/ass.v15n12p8

[47]. Kamboj, S., Sarmah, B., Gupta, S., &

Dwivedi, Y. (2018). Examining branding

co-creation in brand communities on social

media: Applying the paradigm of Stimulus-

Organism-Response. International Journal of

Information Management, 39(December

2017), 169–185.

https://doi.org/10.1016/j.ijinfomgt.2017.12.0

[48]. Djafarova, E., & Bowes, T. (2021).

‘Instagram made Me buy it’: Generation Z

impulse purchases in fashion industry.

Journal of Retailing and Consumer Services,

59(xxxx), 102345.

https://doi.org/10.1016/j.jretconser.2020.102

345

[49]. Zhu, L., Li, H., Wang, F.-K., He, W., &

Tian, Z. (2020). How online reviews affect

purchase intention: a new model based on

the stimulus-organism-response ( S - O - R )

framework. Aslib Journal of Information

Management, 72(4), 463–488.

https://doi.org/10.1108/AJIM-11-2019-0308

[50]. Leong, L. Y., Jaafar, N. I., & Sulaiman, A.

(2017). Understanding impulse purchase in

Facebook commerce: does Big Five matter?

Internet Research, 27(4), 786–818.

https://doi.org/10.1108/IntR-04-2016-0107

[51]. Wu, Y. L., & Li, E. Y. (2018). Marketing

mix, customer value, and customer loyalty

in social commerce: A stimulus-organism-

response perspective. Internet Research,

28(1), 74–104. https://doi.org/10.1108/IntR-

08-2016-0250

[52]. Herrando, C., Jiménez-Martínez, J., &

Martín-De Hoyos, M. J. (2019). Social

Commerce Users’ Optimal Experience:

Stimuli, Response and Culture. Journal of

Electronic Commerce Research, 20(4), 199.

[53]. Cho, W. C., Lee, K. Y., & Yang, S. B.

(2019). What makes you feel attached to

smartwatches? The stimulus–organism–

response (S–O–R) perspectives. Information

Technology and People, 32(2), 319–343.

https://doi.org/10.1108/ITP-05-2017-0152

WSEAS TRANSACTIONS on ENVIRONMENT and DEVELOPMENT

DOI: 10.37394/232015.2022.18.101

Mengyan Sheng, Norazlyn Kamal Basha

E-ISSN: 2224-3496

1068

Volume 18, 2022

[54]. Khazaei, H. (2016). Predictors of acceptance

of electric cars in Malaysia: moderating

effects of driving experience and

voluntariness of use. Innovation and

Management.

[55]. Gao, L., & Bai, X. (2014). Online consumer

behaviour and its relationship to website

atmospheric induced flow: Insights into

online travel agencies in China. Journal of

Retailing and Consumer Services, 21(4),

653–665.

https://doi.org/10.1016/j.jretconser.2014.01.

001

[56]. Floh, A., & Madlberger, M. (2013). The role

of atmospheric cues in online impulse-

buying behavior. Electronic Commerce

Research and Applications, 12(6), 425–439.

https://doi.org/10.1016/j.elerap.2013.06.001

[57]. Prashar, S., Sai Vijay, T., & Parsad, C.

(2017). Effects of Online Shopping Values

and Website Cues on Purchase Behaviour: A

Study Using S–O–R Framework. Vikalpa,

42(1), 1–18.

https://doi.org/10.1177/0256090916686681

[58]. Cao, X., & Mokhtarian, P. (2005). The

intended and actual adoption of online

purchasing: a brief review of recent

literature. Institute of Transportation

Studies, January.

http://escholarship.org/uc/item/45q5p1vb.pd

[59]. Chen, L. Da, & Tan, J. (2004). Technology

adaptation in E-commerce: Key

determinants of virtual stores acceptance.

European Management Journal, 22(1), 74–

86.

https://doi.org/10.1016/j.emj.2003.11.014

[60]. Ducoffe, R. H. (1995). How Consumers

Assess the Value of Advertising. Journal of

Current Issues & Research in Advertising,

17(1), 1–18.

https://doi.org/10.1080/10641734.1995.1050

5022

[61]. Khazaei, H. (2020). Integrating cognitive

antecedents to UTAUT model to explain

adoption of blockchain technology among

Malaysian SMEs. JOIV: International

Journal on Informatics Visualization, 4(2),

85-90.

[62]. Khazaei, H., & Tareq, M. A. (2021).

Moderating effects of personal

innovativeness and driving experience on

factors influencing adoption of BEVs in

Malaysia: An integrated SEM–BSEM

approach. Heliyon, 7(9), e08072.

[63]. Lin, T. T. C., Paragas, F., & Bautista, J. R.

(2016). Determinants of mobile consumers’

perceived value of location-based

advertising and user responses. International

Journal of Mobile Communications, 14(2),

99.

https://doi.org/10.1504/IJMC.2016.075019

[64]. Tang, J., Zhang, P., & Wu, P. F. (2015).

Categorizing consumer behavioral responses

and artifact design features: The case of

online advertising. Information Systems

Frontiers, 17(3), 513–532.

https://doi.org/10.1007/s10796-014-9508-3

[65]. Oliver, R. L. (2015). Satisfaction: A

Behavioral Perspective on the Consumer

(2nd ed.). Routlege.

[66]. Dehghani, M., Niaki, M. K., Ramezani, I., &

Sali, R. (2016). Evaluating the influence of

YouTube advertising for attraction of young

customers. Computers in Human Behavior,

59, 165–172.

https://doi.org/10.1016/j.chb.2016.01.037

[67]. Gaber, H. R., Wright, L. T., & Kooli, K.

(2019). Consumer attitudes towards

Instagram advertisements in Egypt: The role

of the perceived advertising value and

personalization. Cogent Business &

Management, 6(1), 1618431.

https://doi.org/10.1080/23311975.2019.1618

431

[68]. Khazaei, H. (2019). Influence of career

development and training budget on

employee retention in manufacturing sector

in Penang Malaysia.

[69]. Hayes, J. L., & King, K. W. (2014). The

Social Exchange of Viral Ads: Referral and

Coreferral of Ads Among College Students.

Journal of Interactive Advertising, 14(2),

98–109.

https://doi.org/10.1080/15252019.2014.9424

[70]. McQuail, D. (2010). McQuail ’ s Mass

Communication Theory (6th ed.). SAGE.

http://docshare04.docshare.tips/files/28943/2

89430369.pdf

[71]. Elliott, M. T., & Speck, P. S. (2005). Factors

that Affect Attitude Toward a Retail Web

Site. Journal of Marketing Theory and

Practice, 13(1), 40–51.

https://doi.org/10.1080/10696679.2005.1165

8537

WSEAS TRANSACTIONS on ENVIRONMENT and DEVELOPMENT

DOI: 10.37394/232015.2022.18.101

Mengyan Sheng, Norazlyn Kamal Basha

E-ISSN: 2224-3496

1069

Volume 18, 2022

[72]. Khasawneh, M. AL, & Shuhaiber, A.

(2013). A Comprehensive Model of Factors

Influencing Consumer Sttitude Towards and

Acceptance of SMS Advertising: An

Empirical Investigation in Jordan.

International Journal of Sales and Marketing

Management Research and Development,

3(2), 1–22.

[73]. Falcão, J., & Isaías, P. (2020). Perceptions

and Attitude Toward Advertising on Social

Networks and Search Engines: A

Comparative Analysis. Journal of Internet

Commerce, 19(4), 404–436.

https://doi.org/10.1080/15332861.2020.1816

325

[74]. Jain, G., Rakesh, S., & Chaturvedi, K. R.

(2018). Online Video Advertisements’

Effect on Purchase Intention. International

Journal of E-Business Research, 14(2), 87–

101.

https://doi.org/10.4018/IJEBR.2018040106

[75]. Jain, S., Khan, M. N., & Mishra, S. (2017).

Understanding consumer behavior regarding

luxury fashion goods in India based on the

theory of planned behavior For Authors

Understanding consumer behavior regarding

luxury fashion goods in India based on the

theory of planned behavior. In Journal of

Asia Business Studies Journal of Consumer

Marketing Journal of Product & Brand

Management (Vol. 11, Issue 1).

https://doi.org/10.1108/JABS-08-2015-0118

[76]. Khazaei, H., & Khazaei, A. (2016). Electric

vehicles and factors that influencing their

adoption moderating effects of driving

experience and voluntariness of use

(conceptual framework). Journal of Business

and Management, 18(12), 60-65.

[77]. Lin, T. T. C., & Bautista, J. R. (2020).

Content-related factors influence perceived

value of location-based mobile advertising.

Journal of Computer Information Systems,

60(2), 184–193.

https://doi.org/10.1080/08874417.2018.1432

995

[78]. Khazaei, H. (2019). The datasets of factors

influencing adoption of electric cars in

Malaysia: A structural equation modelling

(SEM) analysis. Data in brief, 27, 104644.

[79]. MacKenzie, S. B., & Lutz, R. J. (1989). An

Empirical Examination of the Structural

Antecedents of Attitude toward the Ad in an

Advertising Pretesting Context. Journal of

Marketing, 53(2), 48.

https://doi.org/10.2307/1251413

[80]. Liao, M. Q., & Mak, A. K. Y. (2019).

“Comments are disabled for this video”: A

technological affordances approach to

understanding source credibility assessment

of CSR information on YouTube. Public

Relations Review, 45(5), 101840.

https://doi.org/10.1016/j.pubrev.2019.10184

[81]. Wang, Y., & Genç, E. (2019). Path to

effective mobile advertising in Asian

markets. Asia Pacific Journal of Marketing

and Logistics, 31(1), 55–80.

https://doi.org/10.1108/APJML-06-2017-

0112

[82]. Bilby, J., Reid, M., Brennan, L., & Chen, J.

(2020). Tiers and fears: An investigation of

the impact of city tiers and uncertainty

avoidance on Chinese consumer response to

creative advertising. Australasian Marketing

Journal, 28(4), 332–348.

https://doi.org/10.1016/j.ausmj.2020.07.005

[83]. Yang, B., Kim, Y., & Yoo, C. (2013). The

integrated mobile advertising model: The

effects of technology- and emotion-based

evaluations. Journal of Business Research,

66(9), 1345–1352.

https://doi.org/10.1016/j.jbusres.2012.02.03

[84]. Lee, E.-B., Lee, S.-G., & Yang, C.-G.

(2017). The influences of advertisement

attitude and brand attitude on purchase

intention of smartphone advertising.

Industrial Management & Data Systems,

117(6), 1011–1036.

https://doi.org/10.1108/IMDS-06-2016-0229

[85]. Choi, Y. K., Hwang, J., & McMillan, S. J.

(2008). Gearing up for mobile advertising:

A cross‐cultural examination of key factors

that drive mobile messages home to

consumers. Psychology and Marketing,

25(8), 756–768.

https://doi.org/10.1002/mar.20237

[86]. Liu, C. L. E., Sinkovics, R. R., Pezderka, N.,

& Haghirian, P. (2012). Determinants of

Consumer Perceptions toward Mobile

Advertising - A Comparison between Japan

and Austria. Journal of Interactive

Marketing, 26(1), 21–32.

https://doi.org/10.1016/j.intmar.2011.07.002

[87]. Murillo-Zegarra, M., Ruiz-Mafe, C., &

Sanz-Blas, S. (2020). The Effects of Mobile

Advertising Alerts and Perceived Value on

WSEAS TRANSACTIONS on ENVIRONMENT and DEVELOPMENT

DOI: 10.37394/232015.2022.18.101

Mengyan Sheng, Norazlyn Kamal Basha

E-ISSN: 2224-3496

1070

Volume 18, 2022

Continuance Intention for Branded Mobile

Apps. Sustainability, 12(17), 6753.

https://doi.org/10.3390/su12176753

[88]. Chu, S.-C., & Kim, Y. (2011). Determinants

of consumer engagement in electronic word-

of-mouth (eWOM) in social networking

sites. International Journal of Advertising,

30(1), 47–75. https://doi.org/10.2501/IJA-

30-1-047-075

[89]. Okazaki, S. (2004). How do Japanese

consumers perceive wireless ads? A

multivariate analysis. International Journal

of Advertising, 23(4), 429–454.

https://doi.org/10.1080/02650487.2004.1107

2894

[90]. Parise, S., & Guinan, P. J. (2008). Marketing

Using Web 2 . 0 2 . Principle # 1 : Let Your

Customers. Proceedings of the 41st Hawaii

International Conference on System

Sciences, 1–7.

[91]. Mangold, W. G., & Faulds, D. J. (2009).

Social media: The new hybrid element of

the promotion mix. Business Horizons,

52(4), 357–365.

https://doi.org/10.1016/j.bushor.2009.03.002

[92]. Molina, M. D. (2019). I am what you eat:

Effects of social influence on meal selection

online. Conference on Human Factors in

Computing Systems - Proceedings, 1–6.

https://doi.org/10.1145/3290607.3308451

[93]. Lim, H. S., Bouchacourt, L., &

Brown‐Devlin, N. (2021). Nonprofit

organization advertising on social media:

The role of personality, advertising appeals,

and bandwagon effects. Journal of

Consumer Behaviour, 20(4), 849–861.

https://doi.org/10.1002/cb.1898

[94]. Wu, T.-Y., & Lin, C. A. (2017). Predicting

the effects of eWOM and online brand

messaging: Source trust, bandwagon effect

and innovation adoption factors. Telematics

and Informatics, 34(2), 470–480.

https://doi.org/10.1016/j.tele.2016.08.001

[95]. Burnkrant, R. E., & Cousineau, A. (1975).

Informational and Normative Social

Influence in Buyer Behavior. Journal of

Consumer Research, 2(3), 206.

https://doi.org/10.1086/208633

[96]. Bandura, A. (2001). SOCIAL COGNITIVE

THEORY : An Agentic Perspective. 1–26.

[97]. Shukla, P., & Rosendo-Rios, V. (2021).

Intra and inter-country comparative effects

of symbolic motivations on luxury purchase

intentions in emerging markets.

International Business Review, 30(1),

101768.

https://doi.org/10.1016/j.ibusrev.2020.10176

[98]. Kastanakis, M. N., & Balabanis, G. (2012).

Between the mass and the class:

Antecedents of the “bandwagon” luxury

consumption behavior. Journal of Business

Research, 65(10), 1399–1407.

https://doi.org/10.1016/j.jbusres.2011.10.00

[99]. Alhabash, S., & McAlister, A. R. (2015).

Redefining virality in less broad strokes:

Predicting viral behavioral intentions from

motivations and uses of Facebook and

Twitter. New Media and Society, 17(8),

1317–1339.

https://doi.org/10.1177/1461444814523726

[100]. Lee-Won, R. J., Abo, M. M., Na, K., &

White, T. N. (2016). More Than Numbers:

Effects of Social Media Virality Metrics on

Intention to Help Unknown Others in the

Context of Bone Marrow Donation.

Cyberpsychology, Behavior, and Social

Networking, 19(6), 404–411.

https://doi.org/10.1089/cyber.2016.0080

[101]. Coulter, K. S., & Roggeveen, A. (2012).

Deal or no deal? Journal of Research in

Interactive Marketing, 6(2), 78–95.

https://doi.org/10.1108/17505931211265408

[102]. Wang, X., Yu, C., & Wei, Y. (2012). Social

Media Peer Communication and Impacts on

Purchase Intentions: A Consumer

Socialization Framework. Journal of

Interactive Marketing, 26(4), 198–208.

https://doi.org/10.1016/j.intmar.2011.11.004

[103]. Khazaei, H. (2019). The influence of

personal innovativeness and price value on

intention to use of electric vehicles in

Malaysia. European Online Journal of

Natural and Social Sciences, 8(3), pp-483.

[104]. Kiatkawsin, K., & Han, H. (2019). What

drives customers’ willingness to pay price

premiums for luxury gastronomic

experiences at michelin-starred restaurants?

International Journal of Hospitality

Management, 82(April), 209–219.

https://doi.org/10.1016/j.ijhm.2019.04.024

[105]. Kang, I., He, X., & Shin, M. M. (2020).

Chinese Consumers’ Herd Consumption

Behavior Related to Korean Luxury

Cosmetics: The Mediating Role of Fear of

Missing Out. Frontiers in Psychology,

WSEAS TRANSACTIONS on ENVIRONMENT and DEVELOPMENT

DOI: 10.37394/232015.2022.18.101

Mengyan Sheng, Norazlyn Kamal Basha

E-ISSN: 2224-3496

1071

Volume 18, 2022

11(February), 1–13.

https://doi.org/10.3389/fpsyg.2020.00121

[106]. Chang, C., Lee, W.-N., & Liu-Thompkins,

Y. (2019). Advertising in Asia: Theories and

Implications for Practice. Journal of

Advertising, 48(5), 417–436.

https://doi.org/10.1080/00913367.2019.1675

103

[107]. Tareq, M. A., Khazaei, H., & Khazaei, A.

(2017). Emotional intelligence and

charismatic leadership. Innovation and

Management.

[108]. Chang, E. C., & Tseng, Y. F. (2013).

Research note: E-store image, perceived

value and perceived risk. Journal of

Business Research, 66(7), 864–870.

https://doi.org/10.1016/j.jbusres.2011.06.01

[109]. Ko, H., Cho, C. H., & Roberts, M. S.

(2005). Internet uses and gratifications: A

structural equation model of interactive

advertising. Journal of Advertising, 34(2),

57–70.

https://doi.org/10.1080/00913367.2005.1063

9191

[110]. Wiese, M., Martínez-Climent, C., & Botella-

Carrubi, D. (2020). A framework for

Facebook advertising effectiveness: A

behavioral perspective. Journal of Business

Research, 109(June 2019), 76–87.

https://doi.org/10.1016/j.jbusres.2019.11.04

[111]. Xu, Q. (2013). Social Recommendation,

Source Credibility, and Recency. Journalism

& Mass Communication Quarterly, 90(4),

757–775.

https://doi.org/10.1177/1077699013503158

[112]. Dean, D. H., & Lang, J. M. (2008).

Comparing three signals of service quality.

Journal of Services Marketing, 22(1), 48–58.

https://doi.org/10.1108/08876040810851950

[113]. Le, T. D., & Nguyen, B. T. H. (2014).

Attitudes toward mobile advertising: A

study of mobile web display and mobile app

display advertising. Asian Academy of

Management Journal, 19(2), 87–103.

[114]. Gallarza, M. G., & Gil Saura, I. (2006).

Value dimensions, perceived value,

satisfaction and loyalty: an investigation of

university students’ travel behaviour.

Tourism Management, 27(3), 437–452.

https://doi.org/10.1016/j.tourman.2004.12.0

[115]. Fastdata. (2020). 2019 China Short Video

Industry Development Trend Report.

[116]. Li, C., & Liu, J. (2017). A name alone is not

enough: A reexamination of web-based

personalization effect. Computers in Human

Behavior, 72, 132–139.

https://doi.org/10.1016/j.chb.2017.02.039

Contribution of Individual Authors to the

Creation of a Scientific Article (Ghostwriting

Policy)

Both authors contributed to the interpretation of the

findings. Both authors read, critically evaluated,

edited, and accepted the final manuscript.

Consent for publication

All the authors' consent to the publication of the

present paper.

Declaration of conflicting interests

The author(s) declared no potential conflicts of

interest with respect to the research, authorship,

and/or publication of this article.

Sources of Funding for Research Presented in a

Scientific Article or Scientific Article Itself

The author(s) reported there is no funding associated

with the work featured in this article.

Creative Commons Attribution License 4.0

(Attribution 4.0 International, CC BY 4.0)

This article is published under the terms of the

Creative Commons Attribution License 4.0

https://creativecommons.org/licenses/by/4.0/deed.en

_US

WSEAS TRANSACTIONS on ENVIRONMENT and DEVELOPMENT

DOI: 10.37394/232015.2022.18.101

Mengyan Sheng, Norazlyn Kamal Basha

E-ISSN: 2224-3496

1072

Volume 18, 2022