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How short video marketing influences purchase intention in social commerce: the role of users’ persona perception, shared values, and individual-level factors

Business

How short video marketing influences purchase intention in social commerce: the role of users’ persona perception, shared values, and individual-level factors

X. Shen and J. Wang

Explore how short video users' persona perception influences their purchasing intentions on platforms in China. This exciting research by Xiangdong Shen and Junbin Wang reveals the role of shared value creation and the impact of regulatory focus and social presence on marketing strategies.

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