Short-form video (SFV) marketing serves as an essential consumer engagement tool that proves vital within the mobile home sales industry. This research uses quantitative methods to study how SFV engagement metrics affect viewer interest between Douyin, TikTok, YouTube Shorts and Facebook Reels. Web scraping tools including APIFY for Douyin and Facebook and Python scripts for TikTok and YouTube extracted 185 videos across all platforms. The research analysis combined descriptive statistics with sentiment analysis through NLP (VADER) and regression modelling to determine the influence between engagement rates and consumer interest. The ANOVA test evaluated how strategy for success variations appeared across different platform frameworks. The research data shows that platform algorithms together with content quality create strong relationships between likes and views but weak relationships between comments. The study findings generate practical suggestions that help marketers enhance their SFV approach.
Cite this paper
Tatyana, A. (2025). Research on Influencing Factors of Short-Form Video Marketing Effect in Mobile Home Sell. Open Access Library Journal, 12, e3145. doi: http://dx.doi.org/10.4236/oalib.1113145.
Zhu, C., Fong, L.H.N., Li, X., Buhalis, D. and Chen, H. (2023) Short Video Marketing in Tourism: Telepresence, Celebrity At-tachment, and Travel Intention. International Journal of Tourism Research, 26, e2599. https://doi.org/10.1002/jtr.2599
Wang, H., Gu, J. and Xu, X. (2022) The Role of Short-Form Video Content in Con-sumer Decision-Making: An Empirical Investigation. Electronic Commerce Research, 22, 103-129. https://doi.org/10.1007/s10660-021-09529-9
Khan, S.K., Ali, N., Khan, N.A., Ammara, U. and Anjum, N. (2020) Understanding Multiscreening Phenomenon for Online Shopping through Perspective of Self-Regulation and Dual Process Theory: Case of Chinese Young Generation. Electronic Commerce Research and Applications, 42, Article 100988. https://doi.org/10.1016/j.elerap.2020.100988
Chen, Z., Liu, P., Piao, J., Xu, F. and Li, Y. (2024) Shorter Is Different: Characterizing the Dynamics of Short-Form Video Platforms. https://arxiv.org/abs/2410.16058v1
Chen, H., Hsu, J., Hsieh, J., Hsu, H., Chang, C. and Lin, Y. (2021) Predictive Maintenance of Abnormal Wind Turbine Events by Using Machine Learning Based on Condition Monitoring for Anomaly Detection. Journal of Mechanical Science and Technology, 35, 5323-5333. https://doi.org/10.1007/s12206-021-1105-z
Ng, Y.M.M., Hoffmann Pham, K. and Luengo-Oroz, M. (2023) Exploring Youtube’s Recommendation System in the Context of COVID-19 Vaccines: Computa-tional and Comparative Analysis of Video Trajectories. Journal of Medical Internet Research, 25, e49061. https://doi.org/10.2196/49061
Zhang, Z., Liang, X. and Qi, L. (2021) Algorithm-Driven Content Distribution on Short-Form Video Platforms: Evidence from Douyin. Information Processing & Management, 58, Article 102509. https://doi.org/10.1016/j.ipm.2021.102509
Bucknell Bossen, C. and Kottasz, R. (2020) Uses and Gratifications Sought by Pre-Adolescent and Adolescent Tiktok Consumers. Young Consumers, 21, 463-478. https://doi.org/10.1108/yc-07-2020-1186
Cong, L.W., Li, Y. and Wang, N. (2020) Tokenomics: Dynamic Adoption and Valuation. The Review of Financial Studies, 34, 1105-1155. https://doi.org/10.1093/rfs/hhaa089
Jiao, X., Zhang, P., He, L. and Li, Z. (2022) Business Sustainability for Competi-tive Advantage: Identifying the Role of Green Intellectual Capital, Environmental Management Accounting and Energy Effi-ciency. Economic Research-Ekonomska Istraživanja, 36, Article 2125035. https://doi.org/10.1080/1331677x.2022.2125035
Zoltners, A.A., Sinha, P., Sahay, D., Shastri, A. and Lorimer, S.E. (2021) Practical Insights for Sales Force Digitalization Success. Journal of Personal Selling & Sales Management, 41, 87-102. https://doi.org/10.1080/08853134.2021.1908144
Li, Z., Shen, G.Q. and Xue, X. (2014) Critical Review of the Research on the Management of Prefabricated Construction. Habitat International, 43, 240-249. https://doi.org/10.1016/j.habitatint.2014.04.001
Cao, X., Li, X., Zhu, Y. and Zhang, Z. (2015) A Comparative Study of Environmental Performance between Prefabricated and Traditional Residential Buildings in China. Journal of Cleaner Production, 109, 131-143. https://doi.org/10.1016/j.jclepro.2015.04.120
Luo, Z. (2024) The Impact of Short Vid-eos and Live Streaming on E-Commerce Consumers Purchasing Decisions. Advances in Economics, Management and Politi-cal Sciences, 114, 18-26. https://doi.org/10.54254/2754-1169/114/2024bj0152
Dong, Y. and Ueland, S.A. (2023) Enhancing Brand Engagement through Social Media Video Content: A Quantitative Analysis of Tech Brands on YouTube Shorts. https://biopen.bi.no/bi-xmlui/handle/11250/3108440
Yin, X., Li, J., Si, H. and Wu, P. (2024) At-tention Marketing in Fragmented Entertainment: How Advertising Embedding Influences Purchase Decision in Short-Form Video Apps. Journal of Retailing and Consumer Services, 76, Article 103572. https://doi.org/10.1016/J.JRETCONSER.2023.103572
Munawar, H.S., Qayyum, S., Ullah, F. and Sepasgozar, S. (2020) Big Data and Its Applications in Smart Real Estate and the Disaster Management Life Cycle: A Systematic Analysis. Big Data and Cognitive Computing, 4, Article 4. https://doi.org/10.3390/bdcc4020004
Nicolas, S. and Agnieszka, W. (2021) The Personality of Anthropomorphism: How the Need for Cognition and the Need for Closure Define Attitudes and Anthropomorphic Attributions toward Robots. Computers in Human Behavior, 122, Article 106841. https://doi.org/10.1016/j.chb.2021.106841
Zhao, J. and Wang, J. (2020) Health Advertising on Short-Video Social Media: A Study on User Attitudes Based on the Extended Technology Acceptance Model. International Journal of Environmental Research and Public Health, 17, Article 1501. https://doi.org/10.3390/ijerph17051501
Brodie, R.J., Lim, W.M., Gandhi, S. and Manrai, A.K. (2024) Guidelines for Developing a New Research Stream: Lessons from Customer Engagement Research. Journal of Global Marketing, 38, 1-8. https://doi.org/10.1080/08911762.2025.2441543
Kapoor, K.K., Tamilmani, K., Rana, N.P., Patil, P., Dwivedi, Y.K. and Nerur, S. (2017) Advances in Social Media Research: Past, Present and Future. Information Systems Frontiers, 20, 531-558. https://doi.org/10.1007/s10796-017-9810-y
Dwivedi, Y.K., Ismagilova, E., Rana, N.P. and Raman, R. (2021) Social Media Adoption, Usage and Impact in Business-To-Business (B2B) Context: A State-of-the-Art Literature Re-view. Information Systems Frontiers, 25, 971-993. https://doi.org/10.1007/s10796-021-10106-y
Kuo, Y., Lin, C.S. and Liu, L. (2022) The Effects of Framing Messages and Cause-Related Marketing on Backing Intentions in Reward-Based Crowdfunding. Journal of Retailing and Consumer Services, 64, Article 102799. https://doi.org/10.1016/j.jretconser.2021.102799
Dong, X., Liu, H., Xi, N., Liao, J. and Yang, Z. (2023) Short Video Marketing: What, When and How Short-Branded Videos Facilitate Consumer Engagement. Internet Research, 34, 1104-1128. https://doi.org/10.1108/intr-02-2022-0121
Pinho, P.H.S., Sousa-Filho, J.M.d., Lessa, B.d.S. and Costa, J.S. (2024) Absorptive Capacity, Entrepreneurial Orientation and Organizational Performance in State-Owned Companies. International Journal of Public Sector Management, 37, 672-691. https://doi.org/10.1108/ijpsm-12-2023-0372
