arbiter
JournalsPricingAccount

Exploring consumer responses to short-form video marketing in the medical aesthetics sector

Chiao-Chen Chang

International Journal of Pharmaceutical and Healthcare Marketing2026https://doi.org/10.1108/ijphm-09-2025-0183article
AJG 1ABDC C
Weight
0.50

What the paper says

Purpose This study aims to investigate the influence of short-form videos on consumers’ purchase intentions toward medical aesthetic products, focusing on how informational value, interactivity, credibility and visual appeal affect perceived value. Design/methodology/approach Data were collected through an online survey and analyzed using structural equation modeling to examine the relationships among content attributes, perceived value and purchase intention. Findings Credibility, informational value, visual appeal and interactivity significantly affect perceived value, which in turn influences purchase intention. Credibility emerged as the most influential attribute, highlighting the importance of trust and expertise in high-involvement, high-risk contexts. Originality/value This study extends digital marketing research to the medical aesthetics industry, demonstrating how multiple content attributes jointly shape consumer perceptions and purchase intentions. Practical insights are provided for marketers to design effective, credible and engaging short-form video content.

Open paper page →

Cite this paper

https://doi.org/https://doi.org/10.1108/ijphm-09-2025-0183

Or copy a formatted citation

@article{chiao-chen2026,
  title        = {{Exploring consumer responses to short-form video marketing in the medical aesthetics sector}},
  author       = {Chiao-Chen Chang},
  journal      = {International Journal of Pharmaceutical and Healthcare Marketing},
  year         = {2026},
  doi          = {https://doi.org/https://doi.org/10.1108/ijphm-09-2025-0183},
}

Paste directly into BibTeX, Zotero, or your reference manager.

Flag this paper

Exploring consumer responses to short-form video marketing in the medical aesthetics sector

Flags are reviewed by the Arbiter methodology team within 5 business days.

Evidence weight

0.50

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.50 × 0.4 = 0.20
M · momentum0.50 × 0.15 = 0.07
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.