The Effect of Short Video Advertising on Purchase Intentions

Gynnyn  G. Gumban,; Wenfeng  Niu,

The Effect of Short Video Advertising on Purchase Intentions

Abstract:

This study examined the effect of short video advertising on consumers’ purchase intentions for solar energy products in the Philippines. Despite abundant solar potential, national adoption remains low due to high installation costs, limited awareness, and perceived risk. Short-form digital videos, concise, engaging, and emotionally driven, offer a persuasive means to influence consumer attitudes toward sustainable technologies. Guided by the Theory of Planned Behavior and the Elaboration Likelihood Model, a quasi-experimental design was employed involving thirty respondents from Pavia, Iloilo. Pre- and post-exposure surveys assessed product-feature evaluations, cognitive responses (including attention and comprehension), and purchase intentions. Results revealed significant improvements in cognitive engagement and purchase intention after exposure to short-video advertisements. Emotional appeal, character involvement, and narrative structure exerted more decisive influence than purely informational content, indicating that affective and relatable storytelling enhances persuasion more effectively than rational appeals. Product features, such as perceived benefits and affordability, remained important but were amplified through the use of well-crafted videos. Findings confirm that short video advertising mediates the relationship between product perception and behavioral intention by improving consumers’ understanding and emotional connection with solar energy. The study offers evidence-based insights for marketers, businesses, and policymakers seeking to promote the adoption of renewable energy through digital campaigns. It advances scholarly understanding of how digital media influences sustainability-oriented consumer behavior.

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