Data · dataset · 2026
Consumer Attitudes towards Short Videos in Social Media Platforms
Listed in Teesside University Research Data Repository
The dataset was collected via an online Google Forms survey conducted from 11 January to 25 February 2024 and distributed through partner networks via email and social media.
Description
The final sample comprised 409 complete responses. Participants evaluated short video marketing (SVM) using five perception criteria, clarity, likability, empathy, similarity, and willingness to use promoted products, which were analyzed using a combination of descriptive and advanced statistical methods.
The results indicate that clarity and willingness to use are the most influential predictors of consumption-related behavior.
Links
Where it is published
- DOI doi.org/10.17632/vhzzfj8hdf.1 ↗
DOI / persistent id · from researchdata tees ac uk
Catalogue records · 1
- OAI-PMH record data.mendeley.com/oai?verb=GetRecord&metadataPrefix=oai_dc&identifier=oai%3Adata… ↗
metadata API · from researchdata tees ac uk
Topics
- From keywords
- Artificial intelligence · Business analytics · Computer Science & AI · Earth & Environmental Science · Economics & Finance · Machine learning
- Inferred from text
- Video 75%
Provenance · 1 source records, 12 field assertions
| Source | Key | Last seen | Raw |
|---|---|---|---|
| Teesside University Research Data Repository | oai:data.mendeley.com/vhzzfj8hdf.1 | 17 h ago | JSON v1 |
| Field | Assertion | Extractor | Evidence |
|---|---|---|---|
| access_level | source · researchdata tees ac uk | connector:researchdata_tees_ac_uk@1.0.0 | |
| concepts[field].anzsrc:field:350301 | mapping · researchdata tees ac uk | vocabulary-mapper@1.0.0 | keywords['Business Analytics'] |
| concepts[field].anzsrc:group:4602 | mapping · researchdata tees ac uk | vocabulary-mapper@1.0.0 | keywords['Artificial Intelligence'] |
| concepts[field].anzsrc:group:4611 | mapping · researchdata tees ac uk | vocabulary-mapper@1.0.0 | keywords['Machine Learning'] |
| concepts[field].local:field:computer-science-ai | mapping · researchdata tees ac uk | connector:researchdata_tees_ac_uk@1.0.0 | |
| concepts[field].local:field:earth-environmental | mapping · researchdata tees ac uk | connector:researchdata_tees_ac_uk@1.0.0 | |
| concepts[field].local:field:economics-finance | mapping · researchdata tees ac uk | connector:researchdata_tees_ac_uk@1.0.0 | |
| concepts[modality].local:modality:video | enrichment · researchdata tees ac uk | keyword-concept-rules@1.0.0 | title+description (75%) |
| description | source · researchdata tees ac uk | connector:researchdata_tees_ac_uk@1.0.0 | /metadata/dc/description |
| license | source · researchdata tees ac uk | connector:researchdata_tees_ac_uk@1.0.0 | /metadata/dc/rights |
| publication_date | source · researchdata tees ac uk | connector:researchdata_tees_ac_uk@1.0.0 | |
| title | source · researchdata tees ac uk | connector:researchdata_tees_ac_uk@1.0.0 | /metadata/dc/title |