Influence of Vertical Video Features on Consumer Engagement: A Multidimensional Structural Equation Modeling Approach
DOI:
https://doi.org/10.66635/ntxdar27Keywords:
Short-form Video Content, Vertical Video, Customer Engagement, Consumer Behavior, Social Media Marketing, Visual Appeal, Personalization, Perceived Authenticity, Digital Marketing, Structural Equation Modelling (SEM)Abstract
Customers' interactions with businesses, goods, and online content have changed as a result of the quick rise of short-form vertical video content on digital platforms. This study uses a multidimensional Structural Equation Modelling (SEM) approach to examine the impact of important vertical video elements on customer engagement. Visual appeal, interaction, information richness, entertainment value, personalization, and perceived authenticity are just a few of the factors that the study conceptualizes vertical video features along with their impact on customer engagement. The concept of consumer involvement is operationalized as a multifaceted construct that includes behavioral, emotional, and cognitive aspects. The suggested framework aims to clarify how certain aspects of vertical video content elicit consumer attention, emotional engagement, interaction, and behavioral reactions. Customers who frequently interact with short-form vertical video content on websites like Instagram Reels, YouTube Shorts, and TikTok may be the source of primary data. The measuring model is evaluated and the proposed structural links between the constructs are investigated using SEM. It is anticipated that the study will reveal the dimensions that have the greatest impact on consumer responses and offer empirical insights into the relative contributions of various vertical video features to consumer engagement. In addition to offering useful insights for marketers and content producers looking to develop more captivating vertical video strategies, the findings can add to the expanding body of research on digital consumer behavior.
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