The Impact of Brand Short Video Types and Duration on User Engagement and Purchase Behavior

Authors

• Jingqi Su, Wuhan University, School of Information Management, Wuhan, Hubei 430072, China
• Nan Wang, Wuhan University, School of Information Management, Wuhan, Hubei 430072, ChinaFollow

Recommended Citation

Su, Jingqi and Wang, Nan, "The Impact of Brand Short Video Types and Duration on User Engagement and Purchase Behavior" (2026). WHICEB 2026 Proceedings. 30.
https://aisel.aisnet.org/whiceb2026/30