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How Does Short Video Advertisement Congruence Drive Sales? The Underlying Mechanism of Sociability.

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Title: How Does Short Video Advertisement Congruence Drive Sales? The Underlying Mechanism of Sociability.
Authors: Han, Dongmei1,2,3 (AUTHOR), Jin, Wangyan1,2 (AUTHOR) wangyanjin@stu.sufe.edu.cn, Wu, Zhengze1,3 (AUTHOR), Ge, Ruyi1,2 (AUTHOR)
Source: Journal of Theoretical & Applied Electronic Commerce Research. Dec2025, Vol. 20 Issue 4, p312. 34p.
Subjects: Sociability, Social media mobile apps, Promotional films, Business revenue
Abstract: With the rapid growth of social media platforms, short video advertisements (SVAs) have been a dominant channel for product sales. However, how to design SVAs that effectively drive product sales, especially in relation to previous SVAs and the related product information, remains underexplored. This study investigates how SVA title congruence influences sales performance through the mediating role of sociability. Specifically, we conceptualized video-video title congruence and video-product title congruence as two forms of content congruence and investigated their effects using data collected from Douyin, the leading short video platform. The empirical results with two-way fixed effects show that high video-video title congruence and low video-product title congruence are both associated with higher product sales. Sociability mediates the relationship between title congruence and sales performance. This study also finds that the creation frequency and product brand significantly moderate these relationships. Furthermore, this study develops several checks to ensure the robustness of the research model and findings, including the Heckman two-stage test. These findings provide theoretical insights into content creation strategies and offer practical implications for both creators and platform managers. [ABSTRACT FROM AUTHOR]
Copyright of Journal of Theoretical & Applied Electronic Commerce Research is the property of MDPI and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)
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  Data: <searchLink fieldCode="DE" term="%22Sociability%22">Sociability</searchLink><br /><searchLink fieldCode="DE" term="%22Social+media+mobile+apps%22">Social media mobile apps</searchLink><br /><searchLink fieldCode="DE" term="%22Promotional+films%22">Promotional films</searchLink><br /><searchLink fieldCode="DE" term="%22Business+revenue%22">Business revenue</searchLink>
– Name: Abstract
  Label: Abstract
  Group: Ab
  Data: With the rapid growth of social media platforms, short video advertisements (SVAs) have been a dominant channel for product sales. However, how to design SVAs that effectively drive product sales, especially in relation to previous SVAs and the related product information, remains underexplored. This study investigates how SVA title congruence influences sales performance through the mediating role of sociability. Specifically, we conceptualized video-video title congruence and video-product title congruence as two forms of content congruence and investigated their effects using data collected from Douyin, the leading short video platform. The empirical results with two-way fixed effects show that high video-video title congruence and low video-product title congruence are both associated with higher product sales. Sociability mediates the relationship between title congruence and sales performance. This study also finds that the creation frequency and product brand significantly moderate these relationships. Furthermore, this study develops several checks to ensure the robustness of the research model and findings, including the Heckman two-stage test. These findings provide theoretical insights into content creation strategies and offer practical implications for both creators and platform managers. [ABSTRACT FROM AUTHOR]
– Name: AbstractSuppliedCopyright
  Label:
  Group: Ab
  Data: <i>Copyright of Journal of Theoretical & Applied Electronic Commerce Research is the property of MDPI and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract.</i> (Copyright applies to all Abstracts.)
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        Value: 10.3390/jtaer20040312
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      – Code: eng
        Text: English
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        PageCount: 34
        StartPage: 312
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      – SubjectFull: Sociability
        Type: general
      – SubjectFull: Social media mobile apps
        Type: general
      – SubjectFull: Promotional films
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      – SubjectFull: Business revenue
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      – TitleFull: How Does Short Video Advertisement Congruence Drive Sales? The Underlying Mechanism of Sociability.
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            – D: 01
              M: 12
              Text: Dec2025
              Type: published
              Y: 2025
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