Summary of Major Empirical Research on XXX

Name of the Empirical Setting Theory/Model Conceptualization of XXX Original model Empirical results:
study /Hypotheses + Measurement of XXX with
antecedents or outc
moderators and med
1. Zhang, S. N., 507 questionnaires Symbolic destination brand equity is
Li, Y. Q., Liu, (Study 1) and 14 interaction theory defined as …
C. H., & semistructured
Ruan, W. Q. interviews (Study
(2021). Does 2), Impression
live Dahongpao, China
performance
play a critical destination brand equity is
role in measured by
building
destination
brand equity
—A mixed-
method study
of
“Impression
Dahongpao.
Journal of
Retailing and
Consumer
Services, 59,
102392.
2. Ge, J., Sui, Y., An empirical study Social exchange Short video ads are user-
Zhou, X., & Li, using data from the theory generated ads where users
G. (2021).
Douyin platform Sensory can place mostly whatever
Effect of short
video ads on and the Taobao stimulation content they desire onto the
sales through ecommerce theory videos that published on
social media: platform. young Para-social social platforms with the
the role of and between 20 interaction length of the ads only
advertisement and 35 years old. theory lasting for 10 to 15 seconds
content
 Name of the Empirical Setting Theory/Model Conceptualization of XXX Original model Empirical results:
study /Hypotheses + Measurement of XXX with
antecedents or outc
moderators and med
generators. Int H1: The
ernational sociability of
Journal of
user-generated
Advertising, 4
0(6), 870-896. short video ads
has a positive
effect on product
sales
H1a: The number
of comments for
user-generated
short video ads
on social media
platforms has a
positive effect on
product sales
H1b: The number
of likes for user-
generated short
video ads on
social media
platforms has a
positive effect on
product sales.
H1c: The number
of shares for
user-generated
short video ads
on social media
platforms has a
positive effect on
Name of the Empirical Setting Theory/Model Conceptualization of XXX Original model Empirical results:
study /Hypotheses + Measurement of XXX with
antecedents or outc
moderators and med
product sales
H2: A higher level
vividness of user-
generated short
video ads on
social media
platforms is
expected to bring
more product
sales
H2a: The user-
generated short
video
advertisement
music vividness
where ad content
element of music
has a positive
impact on
product sales.
H2b: The user-
generated short
video
advertisement
content vividness
with content
elements of
different people
has different
impacts on
Name of the Empirical Setting Theory/Model Conceptualization of XXX Original model Empirical results:
study /Hypotheses + Measurement of XXX with
antecedents or outc
moderators and med
product sales
H3: Short video
ads generated by
internet
influencers
positively
moderate the
relationship
between ad
sociability, ad
vividness and
product sales,
respectively.
H4: Short video
ads generated by
sellers negatively
or positively
moderate the
relationship
between ad
sociability, ad
vividness and
product sales.
H5: Short video
ads generated by
buyers positively
or negatively
moderate the
relationship
between ad
 Name of the Empirical Setting Theory/Model Conceptualization of XXX Original model Empirical results:
study /Hypotheses + Measurement of XXX with
antecedents or outc
moderators and med
sociability, ad
vividness and
product sales
3. Dwinanda, B., 486 TikTok active Stimulus- Video marketing is currently
Syaripuddin, users in Indonesia Organism- the best marketing strategy
F. A., &
Response (SOR) as people nowadays prefer
Hendriana, E.
(2022). theory watching videos rather than
Examining the H1: reading
extended Entertainment
advertising from short video
value model: advertisements
A case of
has a positive
tiktok short
video influence on
ads. Mediterra perceived
nean Journal advertising value
of Social & H2: The
Behavioral informativeness
Research, 6(2
of short video
), 35-44.
ads has a positive
effect on the
perceived
advertising value.
H3: Irritation
from short video
ads has a
negative effect
on perceived
advertising value.

H4: Credibility of
Name of the Empirical Setting Theory/Model Conceptualization of XXX Original model Empirical results:
study /Hypotheses + Measurement of XXX with
antecedents or outc
moderators and med
short video ads
has a positive
effect on
perceived
advertising value.
H5:
Personalization
of short video
ads on TikTok has
a positive effect
on perceived
advertising value.
H6: Interactivity
ofshort video ads
has a positive
effect on
perceived
advertising value
H7: The
perceived
advertising value
ofshort video ads
has a positive
influence on
attitudes toward
advertising.
H8: The
perceived
advertising value
ofshort video ads
 Name of the Empirical Setting Theory/Model Conceptualization of XXX Original model Empirical results:
study /Hypotheses + Measurement of XXX with
antecedents or outc
moderators and med
has a positive
influence on
purchase
intention.
H9: Attitude
toward
advertising from
short video ads
has a positive
influence on
purchase
intention.

4.

5.

6.
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study /Hypotheses + Measurement of XXX with
antecedents or outc
moderators and med
7.

8.

9.

10.

11.

12.
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study /Hypotheses + Measurement of XXX with
antecedents or outc
moderators and med
13.

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 Name of the Empirical Setting Theory/Model Conceptualization of XXX Original model Empirical results:
study /Hypotheses + Measurement of XXX with
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moderators and med
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