Engaging with Branded Content on Short-Video Sharing Apps: How Motivations Affect Attitude toward Branded Content, Brand Experience, and Relationship Quality

Abstract

Although short-video sharing apps (e.g., TikTok and Instagram Reels) on mobile platforms have grown exponentially due to their playful, interactive, and participatory nature, the effectiveness of branded content on these apps for desirable brand outcomes is empirically under-explored. Integrating theories of uses and gratifications, brand experience, and brand relationship quality, this study investigated how app users’ motivations for branded content interactions influence their attitude toward branded content and their responses to brands promoted on these apps. An online survey via Qualtrics was conducted to recruit short-video sharing app users who had engaged with branded content. Our findings showed that, among app users’ five motivations, entertainment, social connection, and information-seeking produced a favorable effect on their attitude toward branded content, while social connection and information-seeking generated their positive brand experience. Subsequently, both attitude toward branded content and brand experience affected relationship quality with the brands encountered on these apps. Based on these findings, theoretical and practical contributions are deliberated for academic researchers and marketing professionals.