Earticle

초록

영어

Short-form video platforms have reshaped digital marketing, with YouTube Shorts driving rapid audience engagement. While prior research emphasizes audiovisual elements, the role of captions, critical in muted, autoplay contexts remains underexplored. Existing studies also examine social, urgency, and interactive cues in isolation, limiting holistic understanding. This study develops a unified typology of textual marketing cues and tests their effects on virality, stickiness, and community drive. Grounded in Signaling Theory and Elaboration Likelihood Model, titles, captions, and descriptions are reconceptualized as structured signals shaped by content orientation. The findings show that hedonic Shorts generate significantly higher virality than utilitarian Shorts. Interactive cues are positively associated with stickiness, particularly in hedonic content, indicating that participatory prompts are more effective in affective and entertainment-oriented contexts. Urgency cues and community-drive outcomes receive limited empirical support. The study contributes to short-form video marketing research by demonstrating that textual cue effectiveness is outcome-specific and contingent on content orientation.

목차

Abstract
Introduction
Theoretical Background and Hypothesis Development
Signaling Theory and Textual Cues as Quality Signals
The Elaboration Likelihood Model and engagement differentiation
Social cues and virality
Urgency cues and stickiness
Interactive cues and community drive
Moderating role of content orientation
Data and Methodology
Measurement
Data Analysis
Regression Analysis
Results and Discussion
Conclusion
Implication
References

키워드

저자

• Puri Sabita [ Soonchunhyang University ]
• Choi Jaewon [ Soonchunhyang University ]

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  한국경영정보학회 정기 학술대회 [KMIS Conference]

• 간기

  반년간

• 수록기간

  1990~2026

• 십진분류

  KDC 325 DDC 658