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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

Crossref DOI link: https://doi.org/10.1057/s41599-024-02808-w

Published Online: 2024-02-21

Update policy: https://doi.org/10.1007/springer_crossmark_policy

Authors

Shen, Xiangdong

Wang, Junbin https://orcid.org/0000-0002-2933-7892
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Text and Data Mining valid from 2024-02-21

Version of Record valid from 2024-02-21
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Article History

Received: 16 June 2023

Accepted: 6 February 2024

First Online: 21 February 2024

Competing interests

: The authors declare no competing interests.

: The studies involving human participants were reviewed and approved by the School of Business, Changshu Institute of Technology.

: Written informed consent for participation was not required for this study in accordance with the national legislation and the institutional requirements.

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