Short-form Video Research Articles

Reels to Remembrance: Attention Partially Mediates the Relationship Between Short-Form Video Addiction and Memory Function Among Youth

Abstract: Background and Purpose: The proliferation of short-form video content on social media platforms has led to increased user engagement but also raised concerns about potential addictive behaviors and cognitive consequences, particularly among youth. This study explored the prevalence of short-form video addiction (SVA) among Jordanian youth, its correlates, and its impact on attention and memory function, with an emphasis on understanding the mediating and moderating role of attention in the relationship between SVA and memory. Methods: Utilizing a cross-sectional survey design, data were collected from 1029 university students across 25 higher-education institutions in Jordan. Results: Half of the participants exhibited moderate to high levels of SVA. The findings indicated a significant increase in SVA scores among female students (p = 0.003), those of a younger age (p = 0.045), those with lower GPAs (p = 0.013), and those who dedicated fewer hours to study (p = 0.006). Notably, there was a significant and large correlation between SVA scores and students’ perceptions of user-generated content (p < 0.001). Attention partially mediated the relationship between SVA and memory function with excellent model fit indices (χ2(12) = 14.11, p = 0.05, RMSEA = 0.03, GFI = 0.99, IFI = 0.99, TLI = 0.98, CFI = 0.99). However, attention did not moderate this relationship, suggesting that the impact of SVA on memory is consistent across varying levels of attention. Discussion: The findings underscore the significant engagement of Jordanian youth with short-form video content and the potential cognitive risks associated with SVA. Interventions to manage attention could mitigate the adverse effects of SVA on cognitive functions. This study calls for a comprehensive approach to address SVA among youth, including the development of digital literacy programs, mental health support services, and policy interventions that promote a balanced digital ecosystem and responsible media consumption.

A comparative critical analysis of official and personal social media videos on being and becoming old in China

ABSTRACT This study delves into ageing as it is depicted through social media videos in China. Through a critical analysis of 40 short-form videos, it compares how older people are discursively constructed by official agents and individual content creators to uncover their underlying ideological interests. Findings show that official videos tend to portray older people as socially disconnected and lonely whereas personal videos tend to showcase the jovial and inspirational aspects of growing old. They also reveal that official videos are exclusively situated in urban settings while personal videos also depict older people in rural and relatively modest settings. These findings reflect and reinforce the pathologisation and othering of older people and reveal ideologies linked to communitarianism and governmentality and the commodification of old age in the Chinese socio-political and socio-cultural ecosystem.

How ephemeral content marketing fosters brand love and customer engagement

Purpose This study aims to explore how ephemeral content marketing enhances brand love and customer engagement, with a focus on the mediating role of brand authenticity, self-brand connection and advertising value. Design/methodology/approach This research was conducted using a quantitative method through an online questionnaire with a sample of 728 in Vietnam, analyzing data by using the partial least squares structural equation modeling model. Findings This study evaluates ephemeral content marketing through six dimensions: entertainment, trendiness, informativeness, interactivity, aesthetic quality and perceived relevance. The findings indicate positive mediating roles of advertising value, self-brand connection and brand authenticity on the impact of ephemeral content marketing on brand love and customer engagement. Research limitations/implications This study provides a comprehensive model of factors affecting consumer perceptions of ephemeral content marketing, which can help businesses to proactively formulate strategic responses for consumers on social media platforms with ephemeral content features. This also allows them to precisely target their audience, avoiding ineffective and costly advertising efforts on social media when content quality is lacking. Originality/value This research sheds light on the six essential dimensions of effective ephemeral content that adds value to customers, ultimately leading to their love and active engagement. This substantial addition to the field of social media marketing opens up possibilities for further investigation of the dynamics across different forms of social media marketing, such as short-form videos or in various contexts such as tourism, fashion, food products and education, particularly in the context of ephemeral content in emerging markets such as Vietnam.

The Influence of Short-Form Video Content on Consumer Engagement: A Study of Emerging Trends in Digital Marketing

The Influence of Short-Form Video Content on Consumer Engagement: A Study of Emerging Trends in Digital Marketing

Self-control and problematic short-form video usage: the mediating roles of automaticity and value-driven attention

ABSTRACT An increasing body of studies have revealed a correlation between self-control and problematic short-form video usage. However, the cognitive mechanism underlying this relationship remains unclear. This study aims to investigate the mediating roles of automaticity and value-driven attention between self-control and problematic short-form video usage. Meanwhile, the scale of problematic short-form video usage test (PSVUT) was developed while the Chinese version of Value-Driven Attention Questionnaire (VDAQ) was verified. Drawing upon 561 valid survey responses from Chinese respondents, the findings show that PSVUT and VDAQ used in this study have good validity and reliability. Furthermore, a serial mediation modelling revealed that automaticity and value-driven attention fully mediates the relationship between self-control and problematic short-form video usage. Individuals with lower self-control tend to exhibit automatic responses, and hence selectively attend towards valuable stimuli. These processes ultimately lead to problematic short-form video usage. This study contributes to the literature by empirically verifying the I-PACE theoretical model and providing significant implications for preventing problematic online use behaviours.

Gender Differences in the Relationship Between Short-Form Video Addiction and Adolescent Depression: The Mediating Role of Attentional Bias.

Previous studies have shown that short-form video addiction (SVA) is a significant predictor of adolescent depression. However, little is known about the mediating mechanisms. Guided by the Interaction of Person-Affect-Cognition-Execution model, this study aimed to investigate the relationship between SVA and depression among Chinese adolescents and to examine the mediating role of attentional bias toward positive information (API) and negative information (ANI), including potential gender differences. A total of 4750 Chinese adolescents (Mage = 16.01, SD = 0.76, 62.15 percent male) completed self-reported scales for SVA, API, ANI, and depression. The structural equation modeling results indicated that both API and ANI mediated the relationship between SVA and depression. Moreover, multigroup analyses revealed that the mediating effect of ANI was significantly stronger in female than in male adolescents. These findings enhance our understanding of the relationship between SVA and depression in adolescents and suggest that developing gender-specific interventions could mitigate the detrimental effects of SVA on depression.

POSTING SHORT-FORM VIDEOS PROMOTES OLDER ADULTS’ PSYCHOLOGICAL HEALTH: A MODEL BASED ON SELF-DETERMINATION THEORY

Abstract Objectives This study focuses on how posting behaviors of older adults on short-form video platforms (e.g., TikTok) influences depression and reveals the psychological mechanism (satisfying basic psychological needs of autonomy, competence, and relatedness) from the perspective of the Self-Determination Theory and uncover whether browsing behavior moderates this effect. Method: A total of 1705 older adults aged 55 to 83 years were instructed to complete the Center for Epidemiologic Studies Depression Scale, the Short-form Video Usage Behavior Questionnaire, and the Basic Psychological Needs Scale. Data analysis was conducted using SPSS 25.0. Results 1) Older adults posting short-form videos exhibit lower levels of depression compared to those who have never posted short-form videos through the mediations of greater competence (indirect effect = -.15) and autonomy (indirect effect = -.05), and the indirect effect of autonomy becomes insignificant when the diversity of browsing behaviors is high. 2) Among older adults posting short-form videos, posting short-form videos frequently decreases depression through competence (indirect effect = -.16), autonomy (indirect effect = -.04), and relatedness (indirect effect = -.06), regardless of the diversity of browsing behaviors. Discussion This study highlights the positive effect of posting short-form videos on older adults’ psychological health by satisfying basic psychological needs. For those unable or unwilling to post videos, diversifying browsing behaviors can improve autonomy and safeguard psychological health. These findings emphasize older adults’ initiative and creativity, along with the importance of lifelong competence development, and present new strategies to support successful aging in the era of Internet-based media.

Going Live: A Look at Memory, Enjoyment, Perceived Learning and Credibility, Across Live Streaming and Non-Live Short-Form Video Viewing

Short-form videos, often found on TikTok but available across social media, are increasing in both popularity and in the frequency that they are sought out for informational purposes. Short-form videos can be delivered via live streaming or via pre-recorded messages, both of which provide different affordances to users. We explore two of these affordances: The synchronous communication between viewers, creators, and moderators permitted by live streaming short-form videos, and the presence of visuals in videos, which provide complementary information via a second perceptual processing stream. An experiment with an undergraduate student sample (N = 412) was conducted. Data demonstrates a clear pattern of live streaming (with its synchronous communication affordances) resulting in greater enjoyment, perceived credibility, perceived learning, and recall memory, whereas the presence of visuals does not influence most of these outcomes. Implications are discussed.

Exploring Factors Influencing Adolescent Short Video Addiction: A Latent Profile Analysis and Machine Learning Approach

The proliferation of short-form video platforms has precipitated mounting concerns regarding addiction among adolescents. This investigation examines Short-Form Video Addiction (SFVA) through the integration of Latent Profile Analysis (LPA) and machine learning techniques. Analysis of data from 11,687 adolescents revealed four distinct user profiles: low-risk self-controlled (18.03%), high-impact low-awareness (24.60%), high-risk dependent (25.12%), and moderate-risk potential (32.25%) groups. Subsequent machine learning analysis, utilizing random forest algorithm with 89% accuracy, identified peer attachment, parental overprotection, and parenting styles as paramount predictors of SFVA development. These findings illuminate the multifaceted nature of adolescent SFVA and provide empirically-grounded recommendations for targeted intervention strategies.

Do Narcissistic People Exhibit More Authentic Self-Disclosure to Generative AI? The Roles of Short-Form Video Addiction, Loneliness, and Usage Intention

The widespread application of generative artificial intelligence (GenAI) technology has innovated human–AI interactions, making authentic self-disclosure to machines an emerging trend. Drawing on the cognitive–affective personality system theory, this study examined how narcissism, short-form video addiction, and loneliness contribute to the authentic self-disclosure to GenAI, as well as the moderating role of intention to use GenAI. The mediation and moderation analyses of data were collected from 524 college students (357 females, Mage = 21.25) in China. The results indicated that narcissism was positively associated with authentic self-disclosure to GenAI, and short-form video addiction and loneliness sequentially mediated this connection. Intention to use GenAI enhanced the positive association between loneliness and authentic self-disclosure to GenAI. The significance and limitations of the findings were discussed.

Investigating the Effectiveness of TikTok in Promoting Public Awareness and Engagement on Climate Change Adaptation and Mitigation Measures in Nigeria

TikTok is a social media platform that has gained immense popularity worldwide due to its short-form videos. With its increasing user-base in Nigeria, TikTok can be an effective tool to promote public awareness and engagement in climate change adaptation and mitigation measures. However, there is limited research on the effectiveness of TikTok in promoting these measures in Nigeria. The objective of this library research study was to investigate the effectiveness of TikTok in promoting public awareness and engagement in climate change adaptation and mitigation measures in Nigeria. The study aimed to explore the various ways TikTok can be utilized to increase public engagement and inspire action towards climate change adaptation and mitigation measures in Nigeria, as well as identify the limitations and challenges associated with its use in Nigeria. Anchored on the Uses and Gratifications theory, the study employed a systematic review of literature published on TikTok videos related to climate change in Nigeria. The study's findings indicate that TikTok can be an effective tool in promoting public awareness and engagement in climate change adaptation and mitigation measures in Nigeria. TikTok can increase public engagement as it offers a visual and interactive medium of conveying information effectively. The study identified successful strategies for creating climate change-related content and specific features of TikTok that can be useful in promoting climate change awareness. However, the study also identified limitations associated with the use of TikTok in Nigeria, including limited access to the internet and smartphones, low levels of literacy, and lack of expertise in content creation. The study concludes that TikTok can be an effective tool in promoting public awareness and engagement in climate change adaptation and mitigation measures in Nigeria.

From Virality to Engagement: Examining the Transformative Impact of Social Media, Short Video Platforms, and Live Streaming on Information Dissemination and Audience Behavior in the Digital Age

The digital world has changed the way we share and consume information through the adoption of social media, short-form video and live streaming. These tools changed how virality works, how audiences act and how content gets created. This article takes a closer look at the dynamics of virality, and how algorithms and crowdsourcing facilitate quick sharing of information while driving the development of misinformation and echo chambers. Likewise, it explores how users interact with content rather than consume it, and explores engagement metrics, gamification and interactivity. The paper also explores how content is personalized, storyboarded, and made in the creator economy, and how creators must strike a fine line between authenticity and algorithmic needs. In looking at them, this paper gives a general outline of the dramatic changes digital technologies will bring to communication and culture, and what ethical questions they raise. Future research should explore trends such as decentralized platforms and AI in content strategies.

Longitudinal Associations Between TikTok Use, Self-Concept Clarity, and Anxiety Among Chinese Emerging Adults: Exploring Differential Impacts of Active and Passive TikTok Use

Short-form video applications, such as TikTok, have gained significant popularity among emerging adults. We conducted a longitudinal study to gather data at three time points from two universities in South China. A total of 590 university students ( M age = 19.83; SD age = 1.24) completed the questionnaires measuring active and passive TikTok use behaviors at time 1 (T1, April 2022), self-concept clarity at time 2 (T2, October 2022), and anxiety both at Time 1 (T1, April 2022) and at Time 3 (T3, April 2023). The results showed that T1 active TikTok use had a negative correlation with T3 anxiety ( r = −0.23, p < .001), while T1 passive TikTok use had a positive correlation with T3 anxiety ( r = 0.30, p < .001). Both T1 active TikTok use (95% CI [0.03, 0.09]) and T1 passive TikTok use (95% CI [0.07, 0.16]) can predict T3 anxiety indirectly by reducing T2 self-concept clarity. Moreover, even after considering T2 self-concept clarity, the direct impact of T1 active TikTok use on T3 anxiety remained significant (95% CI [−0.24, −0.09]), but the direct effect of T1 passive TikTok use on T3 anxiety was not significant (95% CI [−0.04, 0.12]).

Exploring user engagement behavior with short-form video advertising on short-form video platforms: a visual-audio perspective

PurposeShort-form video advertisements have recently gained popularity and are widely used. However, creating attractive short video advertisements remains a challenge for sellers. Based on the visual-audio perspective and signaling theory, this study investigated the impacts of three visual features (number of shots, pixel-level image complexity and vertical versus horizontal formats) and two audio features (speech rate and average spectral centroid) on user engagement behavior.Design/methodology/approachWe conducted a field study on TikTok. To test our various hypotheses, we used regression analysis on 2,511 videos containing product promotion information posted by 60 sellers between January 1, 2020 and November 20, 2021.FindingsFor visual variables, the number of shots and pixel-level image complexity were found to have nonlinear (inverted U-shaped) relationships with user engagement behavior. The vertical video form was found to have a positive effect on comments and shares. In the case of audio variables, speech rate was found to have a significant positive effect on shares but not on likes and comments. The average spectral centroid was found to have significant negative influences on likes and comments.Practical implicationsThis study provides specific suggestions for sellers who create short-form videos to improve user engagement behavior.Originality/valueThis study contributes to the literature on short-form video advertising by extending the potential drivers of user engagement behavior. Additionally, from a methodological perspective, it contributes to the literature by using computer vision and speech-processing techniques to analyze user behavior in a video-related context, effectively overcoming the limitations of the widely adopted survey method.

"Does My Kid Have an Ear Infection?" An Analysis of Pediatric Acute Otitis Media Videos on TikTok.

With the rise of social media, online platforms have become a common way to access healthcare information. This study examines the quality of pediatric acute otitis media (AOM) videos on TikTok, a popular short-form video social media platform. A TikTok search was conducted between 8/18 and 8/19/2023 using pediatric AOM hashtags: #pediatric acute otitis media management, #kid ear infections remedy, #child ear infections treatment, and #kid ear infection. Data collected include number of views/shares per day, uploader type (nonmedical influencer, lay individual, and medical professional), and content categories. The Patient Education Materials Assessment Tool for Audiovisual Material (PEMAT-AV) and DISCERN questionnaire measured understandability, actionability, and quality of videos. Multivariable linear regression models were used (significance set at ≤0.05). Of 166 videos, 38.6% (64) of uploaders were medical professionals, and 32.5% (54) were nonmedical influencers. Nonmedical influencer videos were viewed and shared significantly more than those by medical professionals (p < 0.05). Controlling for covariates, physicians were more likely to produce more beneficial and higher quality videos as compared with nonmedical influencers (β = 2.4 and 1.3, p < 0.01, respectively). However, physicians did not have significantly different ratings for understandability compared with nonmedical influencers (β = 0.45, p > 0.05). AOM content on TikTok is often geared toward caretakers of symptomatic children. Although physician-created AOM content was significantly higher quality, these videos reached a statistically smaller audience than those from nonmedical influencers. Addressing misinformation on social media platforms requires physicians to reach larger audiences by producing more actionable and understandable content. NA Laryngoscope, 134:5184-5192, 2024.

Do Boys and Girls Display Different Levels of Depression in Response to Mobile Phone Addiction? Examining the Longitudinal Effects of Four Types of Mobile Phone Addiction.

Prior research has indicated that mobile phone addiction (MPA) significantly contributes to depression. However, there is a research gap in exploring the distinct impacts of various types of MPA on depression, along with the potential moderating effect of gender. The current study investigated whether the relationship between MPA and depression varies depending on the types of MPA and gender. A one-year longitudinal study was undertaken at two high schools in Central China. Data was gathered at two time points (Time 1/T1 and Time 2/T2) with a one-year gap between assessments. A total of 480 adolescents, aged 12 to 19 years old, completed all questionnaires assessing four types of mobile phone addiction at T1, as well as depression at T1 and T2. The findings demonstrated significant positive associations between all four types of MPA at T1 and depression at T2. Additionally, gender was found to moderate the associations between three types of MPA and depression. Specifically, among girls, T1 social media addiction had a stronger predictive effect on T2 depression compared to boys. Conversely, among boys, T1 game addiction had a more pronounced predictive effect on T2 depression, which was less significant among girls. Moreover, in boys, T1 short-form video addiction had a noteworthy predictive effect on T2 depression, but this effect was not significant in girls. However, it is worth noting that T1 information acquisition addiction had a significant predictive effect on T2 depression in both boys and girls, with no noticeable gender difference. The current study has enhanced our understanding of the impact of MPA on mental health by examining the correlation between different types of MPA and depression across genders. The findings provide valuable insights for reducing depression among adolescents of different genders by considering their mobile phone usage patterns.

Short-Form Video Applications Usage and Functionally Dependent Adults' Depressive Symptoms: A Cross-Sectional Study Based on a National Survey.

This study constructed a theoretical model based on the social compensation theory and used it to investigate the effects of short-form video applications usage on depressive symptoms among functionally dependent adults. An empirical analysis was conducted based on a national sample of 8752 adults aged 45+ from China Family Panel Studies (CFPS) wave 2020. This study examined the effects of short-form video applications usage on depressive symptoms in functionally dependent adults by constructing linear regression models. Further, the mediating effect of interpersonal relationship, and the moderating effect of video games were then sequentially analyzed with the help of macro PROCESS4.0 tool. Results showed that: (1) short-form video applications usage significantly reduced the level of depressive symptoms among functionally dependent adults; (2) interpersonal relationship exerted a mediating effect of 10.36% in the process of short-form video applications usage reducing the level of depressive symptoms among functionally dependent adults; (3) video games attenuated the healing effect of short-form video applications usage on the level of depressive symptoms in functionally dependent adults, but not significantly in the functionally dependent adults aged 60+. New electronic media, represented by short-form video applications, have the potential to intervene in the mental health of functionally dependent adults. Social policymakers should consider adopting relevant e-healing measures to enhance the well-being of vulnerable groups.

Rise of the microsong: the platformification of music on TikTok as an artform

The platformification of music has led to a significant reorganisation of music culture with the rise of microsongs on short-form video platforms such as TikTok, YouTube Shorts, Facebook Stories, and Instagram Reels. This paper analyses the current state of microsongs on social media platforms, focusing on TikTok, and explores the challenges faced by musicians in navigating the digital reimagining of their art and the new aura this creates. The paper argues that the challenges facing the 21st century musicians whose work is based in the digital environment echo those faced by creators of newly mechanically reproduced art, as critiqued by Walter Benjamin. The symbiotic relationship between social media platforms and artists is examined, highlighting the benefits for musicians and songwriters, as well as the potential pitfalls of algorithmic based user direction. Data is gathered from a range of secondary sources and presents an analysis based on user behaviour and interaction with music content on TikTok. The findings suggest that while established artists and music production teams are best placed to overcome the challenges of platformification, the creation of microsongs remains a significant challenge for all musicians and their authenticity.

Advancements in diffusion models for high-resolution image and short form video generation

Advancements in diffusion models for high-resolution image and short form video generation

Exploring the Impact of Travel Short-Form Videos: Focusing on the Role of Content Attributes and Creator Attractiveness

Exploring the Impact of Travel Short-Form Videos: Focusing on the Role of Content Attributes and Creator Attractiveness