The Effects of Short-form Advertising on Product Purchase Intention and Brand Image

Short-form refers to short and concise video content.It has the advantage of being able to deliver messages to many people through short and concise videos, and it exerts a great influence as a pattern that matches the consumption patterns of modern society.Amid this interest, companies are making efforts to increase the effectiveness of their products by using short-form advertising.In this study, we defined the characteristics of short-form advertising by categorizing them into informativeness, entertainment, reliability, creativity, and interactivity, and studied how these characteristics affect consumers' product purchase intentions.We also studied how product purchase intentions affect a company's reputation and awareness.In this study, we constructed a corresponding research model and collected samples through a questionnaire using an online form targeting all age groups.The questionnaire was analyzed using SPSS 23.0, and the following hypotheses were verified through Smart PLS 4.0.Hypotheses H1-1, H1-2, H1-3, and H1-4 were supported, while H1-5 was rejected, and hypotheses H2 and H3 were confirmed to be adopted as they were statistically significant.Therefore, this study confirmed that informativeness, entertainment, reliability, and creativity had significant effects on product purchase intention, whereas interactivity did not show a significant effect.In addition, product purchase intention was found to have a significant effect on brand reputation and brand awareness.