A Bibliometric Analysis of Short Form Video Marketing
DOI:
https://doi.org/10.58812/wsis.v3i12.2526Keywords:
Short-Form Video Marketing, Social Media Marketing, Tiktok, Consumer Behavior, Bibliometric AnalysisAbstract
This study aims to map and synthesize the intellectual structure, thematic evolution, and collaboration patterns in short-form video marketing research through a bibliometric analysis. Using data retrieved from the Scopus database covering publications from 2010 to 2025, this study applies bibliometric and network visualization techniques with the aid of VOSviewer. The analysis examines keyword co-occurrence, citation impact, co-authorship networks, institutional affiliations, and country-level collaborations to identify dominant research themes and emerging trends. The results reveal that short-form video marketing research is strongly centered on social media platforms—particularly TikTok and Douyin—with a growing emphasis on consumer behavior, purchase intention, and digital engagement. Recent studies increasingly focus on platform-specific strategies, advertising embedding, and the role of short-form videos in sectors such as tourism and education. China emerges as the most influential country in terms of research collaboration, while several regional clusters of authors and institutions indicate concentrated but fragmented scholarly networks. Overall, this study provides a comprehensive overview of the development of short-form video marketing literature, offering theoretical insights and practical guidance for researchers and practitioners, while highlighting avenues for future research in this rapidly evolving digital marketing domain.
References
[1] D. Apasrawirote, K. Yawised, M. Chatrangsan, and P. Muneesawang, “Short-form video content (SVC) engagement and marketing capabilities,” Asian J. Bus. Account., pp. 221–246, 2022.
[2] W. Maenhout, L. De Kerpel, and L. Mulier, “Length does matter: The effectiveness of long-form versus short-form video marketing according to advertising context and viewer age,” 2023.
[3] D. Stepanova, “Effectiveness of short-form video marketing in social media strategy,” 2024.
[4] X. Dong, H. Liu, N. Xi, J. Liao, and Z. Yang, “Short video marketing: what, when and how short-branded videos facilitate consumer engagement,” Internet Res., vol. 34, no. 3, pp. 1104–1128, 2024.
[5] Y. Liu, D. K. W. Chiu, and K. K. W. Ho, “Short-form videos for public library marketing: performance analytics of Douyin in China,” Appl. Sci., vol. 13, no. 6, p. 3386, 2023.
[6] X. Yin, J. Li, H. Si, and P. Wu, “Attention marketing in fragmented entertainment: How advertising embedding influences purchase decision in short-form video apps,” J. Retail. Consum. Serv., vol. 76, p. 103572, 2024.
[7] K. Yawised, D. Apasarawirote, M. Chatrangsan, and P. Muneesawang, “Using Short-form Video Content (SVCs) in Digital Marketing: Mobile Application Engagement Model,” 7 7 ÿ89 792 6 923ÿ 69 ÿ5 7 1ÿ ÿ89 792 6 923ÿ 69 ÿ 9 7 9, p. 77, 2022.
[8] L. Litviniuk, “Short-form video as an effective marketing tool,” 2023.
[9] M. Cho, D. Jeong, and E. Park, “AMPS: Predicting popularity of short-form videos using multi-modal attention mechanisms in social media marketing environments,” J. Retail. Consum. Serv., vol. 78, p. 103778, 2024.
[10] H. Li and X. Tu, “Who generates your video ads? The matching effect of short-form video sources and destination types on visit intention,” Asia Pacific J. Mark. Logist., vol. 36, no. 3, pp. 660–677, 2024.
[11] G. Liu, P. Gao, Y. Li, and Z. Zhang, “Research on the influence of social media short video marketing on consumer brand attitude,” in 2019 5th International Conference on social Science and higher education (ICSSHE 2019), Atlantis Press, 2019, pp. 433–438.
[12] N. Van Eck and L. Waltman, “Software survey: VOSviewer, a computer program for bibliometric mapping,” Scientometrics, vol. 84, no. 2, pp. 523–538, 2010.
[13] A. Tatyana, “Research on Influencing Factors of Short-Form Video Marketing Effect in Mobile Home Sell,” Open Access Libr. J., vol. 12, no. 4, pp. 1–19, 2025.
[14] N. J. Van Eck and L. Waltman, “Visualizing bibliometric networks,” in Measuring scholarly impact: Methods and practice, Springer, 2014, pp. 285–320.
[15] J. Chen, X. Song, L. Nie, X. Wang, H. Zhang, and T.-S. Chua, “Micro tells macro: Predicting the popularity of micro-videos via a transductive model,” in Proceedings of the 24th ACM international conference on Multimedia, 2016, pp. 898–907.
[16] Y. Su, B. J. Baker, J. P. Doyle, and M. Yan, “Fan engagement in 15 seconds: Athletes’ relationship marketing during a pandemic via TikTok,” Int. J. Sport Commun., vol. 13, no. 3, pp. 436–446, 2020.
[17] J. Yang, D. Zhang, X. Liu, C. Hua, and Z. Li, “Destination endorsers raising on short-form travel videos: Self-image construction and endorsement effect measurement,” J. Hosp. Tour. Manag., vol. 52, pp. 101–112, 2022.
[18] X. Fang, C. Xie, J. Yu, S. Huang, and J. Zhang, “How do short-form travel videos trigger travel inspiration? Identifying and validating the driving factors,” Tour. Manag. Perspect., vol. 47, p. 101128, 2023.
[19] C. Bauckhage, K. Kersting, and F. Hadiji, “Mathematical models of fads explain the temporal dynamics of internet memes,” in Proceedings of the International AAAI Conference on Web and Social Media, 2013, pp. 22–30.
[20] N. Nicoli, K. Henriksen, M. Komodromos, and D. Tsagalas, “Investigating digital storytelling for the creation of positively engaging digital content,” EuroMed J. Bus., vol. 17, no. 2, pp. 157–173, 2022.
[21] R. Rogers and G. Giorgi, “What is a meme, technically speaking?,” Information, Commun. Soc., vol. 27, no. 1, pp. 73–91, 2024.
[22] X. Duan, “‘The Big Women’: A textual analysis of Chinese viewers’ perception toward femvertising vlogs,” Glob. Media China, vol. 5, no. 3, pp. 228–246, 2020.
Downloads
Published
Issue
Section
License
Copyright (c) 2025 Loso Judijanto
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Facebook 
Instagram 
Twitter 
Youtube 
westscience.journals@gmail.com