Effect Of Short Video Ads On Product Sales Through Social Media

With the repaid development of e-commence and social media in China,user generated short video ads become very popular through social media apps.But most of past researches related to video ads focused on the interaction between content providers and marketers.However,the unique elements and phenomena for the use-generated short video ads through apps in China have not yet been investigated.Therefore,a theoretical framework explains the effect of user-generated social medial short video ads on product sales from the perspective of ads sociability and vividness,especially with the elements of celebrity effects,sex appeals,concerns for children,have been proposed.In addition,the research also studies the adjustment effect of different content-generators on the short video social media platform on the relationship between the advertisement attribute and the product sales.An empirical study using the data from TikTok(both Chinese version and abroad version)videos and Taobao e-commence platform has been conducted through dynamic panel models.Results show that the number of comments as one of the advertisement sociability attribute,female vividness and couple vividness as two of the advertisement vividness attribute,have consistently positive effect on product sales.At the same time,the type of users who produces the advertisement will have different adjustment effects on the relationship between the advertisement attributes and the product sales.If the advertising is generated bu celebrities,there is a positively adjustment between the relationship of the number of comments and product sales,so for short-video social platform ads,keeping short video ads published by celebrities has a higher number of comments,which is the best effective way to increase producet sales through social interaction attributes.At the same time,the seller's release and the buyer's press would negatively adjust the growth effect of female interaction on product sales,and positively adjust the relationship between couple interaction and product sales;celebrity press is positively regulating the relationship between female interaction and product sales,negatively adjust the relationship between couple interaction and product sales.Therefore,based on the vividness attribute perspective of advertising,the most effective strategy to enhance product sales is to add couple interaction when sellers and buyers publish short video ads,and only female interactions when celebrities publish short video ads.