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Research article

First published 2025-7

Surviving from the craze: Short video marketing on digital footprint in Yongxing Square in Xi’an

Junwei Zhang, Chung-Shing Chan

Journal of Vacation Marketing

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Research article

First published 2025

Marketing model of cultural tourism industry from the perspective of big data and “short video + live broadcast” value co-creation

Lili Sun, Yuqing Zhu, Weiqi Yun

Journal of Computational Methods in Sciences and Engineering

Open access

Research article

First published 2025-7

The Use Behavior of Farmers’ Short-Form Video Marketing of Agricultural Products From the Perspective of Government Trust

Geer Teng, Haiyan Guo, Zhigang Li [...]

Sage Open

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Research article

First published 2025

What Makes Tourism Short Video Engaging? A Machine Learning Perspective

Ning Deng, Yu Niu, Tingting Xiong [...]

Journal of Hospitality & Tourism Research

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Research article

First published 2025

Short-form tourism video advertisements: Overt versus covert persuasion and advertising literacy

Killian Jialong Tan, Zhaoyu Chen, Tzung-Cheng Huan

Journal of Vacation Marketing

Open access

Research article

First published 2025

“When pigs fly”: Resources swapping,affordable marketing,and the transformation of Douyin from short video sharing to online shopping

Shuaishuai Wang

New Media & Society

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Research article

First published 2024-02-14

RETRACTED: Innovative exponential TODIM-CoCoSo framework for uncertain multiple-attribute group decision-making in the effectiveness evaluation of short video marketing strategies

Bin Zhang

Journal of Intelligent & Fuzzy Systems: Applications in Engineering and Technology

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Research article

First published 2025-8

The Impact of Physicians’ Short Video Posts on Consumers’ Virtual Visits

Yuhua Liu, Xia Wang

Journal of Interactive Marketing

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Research article

First published 2025-10

“Not all travel videos are equal.” Examining the effects of short travel videos on travel intentions and electronic word-of-mouth

Li Lin, Rongteng (Renata) Zhang, Hamedi Mohd Adnan [...]

Journal of Vacation Marketing

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Research article

First published 2025

Exploring the Communicative Effectiveness of Visual and Text Elements in Short Videos

Itziar Oltra, Carmen Camarero, Rebeca San José

Business and Professional Communication Quarterly

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