References
[1]. Zhimin, Z., Nasir, J. S. M., & Siran, Z. B. (2024). Reinventing Native Advertising: The Impact of Short Video Campaigns in China's Digital Landscape. Journal of Ecohumanism, 3(8), 10504-10515.
[2]. Tang, Y. T., Ruan, W. Q., Zhang, S. N., Li, X., & Zhou, Y. (2025). What makes you palpitate with excitement? The differentiation effect and mechanism of message appeal in tourism short videos. Journal of Travel Research, 64(4), 767-782.
[3]. Cao, X., Qu, Z., Liu, Y., & Hu, J. (2021). How the destination short video affects the customers' attitude: The role of narrative transportation. Journal of Retailing and Consumer Services, 62, 102672.
[4]. Lin, C. A., & Pierre, L. (2023). The role of social identity and spokesperson in influencing consumer involvement, information seeking, and purchase intention. Journal of Current Issues & Research in Advertising, 44(4), 542-565.
[5]. Chen, C., & Yao, M. Z. (2022). Strategic use of immersive media and narrative message in virtual marketing: Understanding the roles of telepresence and transportation. Psychology & Marketing, 39(3), 524-542.
[6]. Ahmed, S., Sharif, T., Ting, D. H., & Sharif, S. J. (2024). Crafting emotional engagement and immersive experiences: Comprehensive scale development for and validation of hospitality marketing storytelling involvement. Psychology & Marketing, 41(7), 1514-1529.
[7]. Muadzin, F., & Lenggogeni, S. (2021). The Role of Brand Awareness in Mediating the Effect of Message Appeals in Media Advertising on Purchase Intention. Benefit: Jurnal Manajemen dan Bisnis (Jurnal ini Sudah Migrasi), 6(1), 13-24.
[8]. Santikary, D., & Johar, M. D. (2023). Attitude towards print media advertising. The Journal of Contemporary Issues in Business and Government, 29(1), 563–574. https://cibgp.com/index.php/1323-6903/article/view/2528
[9]. Nguyen-Viet, B., & Nguyen, A. T. L. (2024). Vietnamese consumer's perspective on green beauty care products: Exploring the impact of animal welfare concerns and skepticism toward green advertising. Acta Psychologica, 244, 104210.
[10]. Sharakhina, L., Ilyina, I., Kaplun, D., Teor, T., & Kulibanova, V. (2024). AI technologies in the analysis of visual advertising messages: survey and application. Journal of Marketing Analytics, 12(4), 1066-1089.
[11]. Basil, M. D. (1996). Identification as a mediator of celebrity effects. Journal of broadcasting & electronic media, 40(4), 478-495.
[12]. Turner, J. C., & Oakes, P. J. (1986). The significance of the social identity concept for social psychology with reference to individualism, interactionism and social influence. British journal of social psychology, 25(3), 237-252.
[13]. Chang, C. (2011). Opinions from others like you: The role of perceived source similarity. Media Psychology, 14(4), 415-441.
[14]. Schouten, A. P., Janssen, L., & Verspaget, M. (2021). Celebrity vs. Influencer endorsements in advertising: the role of identification, credibility, and Product-Endorser fit. In Leveraged marketing communications (pp. 208-231). Routledge.
[15]. Pollay, R. W., & Mittal, B. (1993). Here's the beef: factors, determinants, and segments in consumer criticism of advertising. Journal of marketing, 57(3), 99-114.
[16]. Kim, W., & Cha, S. (2021). How attributes of green advertising affect purchase intention: The moderating role of consumer innovativeness. Sustainability, 13(16), 8723.
[17]. Yan, L., Keh, H. T., & Chen, J. (2021). Assimilating and differentiating: the curvilinear effect of social class on green consumption. Journal of Consumer Research, 47(6), 914-936.
[18]. Hoffner, C., & Buchanan, M. (2005). Young adults' wishful identification with television characters: The role of perceived similarity and character attributes. Media psychology, 7(4), 325-351.
[19]. Hayes, A. F. (2017). Introduction to mediation, moderation, and conditional process analysis: A regression-based approach. Guilford publications.
Cite this article
Xin,D.;Zhang,S.;Wang,K. (2025). The influence mechanism of branded short dramas on consumer purchase decisions: a moderated mediation model based on plot attractiveness, advertising attitude, and endorser identification. Advances in Social Behavior Research,16(4),54-61.
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References
[1]. Zhimin, Z., Nasir, J. S. M., & Siran, Z. B. (2024). Reinventing Native Advertising: The Impact of Short Video Campaigns in China's Digital Landscape. Journal of Ecohumanism, 3(8), 10504-10515.
[2]. Tang, Y. T., Ruan, W. Q., Zhang, S. N., Li, X., & Zhou, Y. (2025). What makes you palpitate with excitement? The differentiation effect and mechanism of message appeal in tourism short videos. Journal of Travel Research, 64(4), 767-782.
[3]. Cao, X., Qu, Z., Liu, Y., & Hu, J. (2021). How the destination short video affects the customers' attitude: The role of narrative transportation. Journal of Retailing and Consumer Services, 62, 102672.
[4]. Lin, C. A., & Pierre, L. (2023). The role of social identity and spokesperson in influencing consumer involvement, information seeking, and purchase intention. Journal of Current Issues & Research in Advertising, 44(4), 542-565.
[5]. Chen, C., & Yao, M. Z. (2022). Strategic use of immersive media and narrative message in virtual marketing: Understanding the roles of telepresence and transportation. Psychology & Marketing, 39(3), 524-542.
[6]. Ahmed, S., Sharif, T., Ting, D. H., & Sharif, S. J. (2024). Crafting emotional engagement and immersive experiences: Comprehensive scale development for and validation of hospitality marketing storytelling involvement. Psychology & Marketing, 41(7), 1514-1529.
[7]. Muadzin, F., & Lenggogeni, S. (2021). The Role of Brand Awareness in Mediating the Effect of Message Appeals in Media Advertising on Purchase Intention. Benefit: Jurnal Manajemen dan Bisnis (Jurnal ini Sudah Migrasi), 6(1), 13-24.
[8]. Santikary, D., & Johar, M. D. (2023). Attitude towards print media advertising. The Journal of Contemporary Issues in Business and Government, 29(1), 563–574. https://cibgp.com/index.php/1323-6903/article/view/2528
[9]. Nguyen-Viet, B., & Nguyen, A. T. L. (2024). Vietnamese consumer's perspective on green beauty care products: Exploring the impact of animal welfare concerns and skepticism toward green advertising. Acta Psychologica, 244, 104210.
[10]. Sharakhina, L., Ilyina, I., Kaplun, D., Teor, T., & Kulibanova, V. (2024). AI technologies in the analysis of visual advertising messages: survey and application. Journal of Marketing Analytics, 12(4), 1066-1089.
[11]. Basil, M. D. (1996). Identification as a mediator of celebrity effects. Journal of broadcasting & electronic media, 40(4), 478-495.
[12]. Turner, J. C., & Oakes, P. J. (1986). The significance of the social identity concept for social psychology with reference to individualism, interactionism and social influence. British journal of social psychology, 25(3), 237-252.
[13]. Chang, C. (2011). Opinions from others like you: The role of perceived source similarity. Media Psychology, 14(4), 415-441.
[14]. Schouten, A. P., Janssen, L., & Verspaget, M. (2021). Celebrity vs. Influencer endorsements in advertising: the role of identification, credibility, and Product-Endorser fit. In Leveraged marketing communications (pp. 208-231). Routledge.
[15]. Pollay, R. W., & Mittal, B. (1993). Here's the beef: factors, determinants, and segments in consumer criticism of advertising. Journal of marketing, 57(3), 99-114.
[16]. Kim, W., & Cha, S. (2021). How attributes of green advertising affect purchase intention: The moderating role of consumer innovativeness. Sustainability, 13(16), 8723.
[17]. Yan, L., Keh, H. T., & Chen, J. (2021). Assimilating and differentiating: the curvilinear effect of social class on green consumption. Journal of Consumer Research, 47(6), 914-936.
[18]. Hoffner, C., & Buchanan, M. (2005). Young adults' wishful identification with television characters: The role of perceived similarity and character attributes. Media psychology, 7(4), 325-351.
[19]. Hayes, A. F. (2017). Introduction to mediation, moderation, and conditional process analysis: A regression-based approach. Guilford publications.