Short-Form Video Marketing: Relationships with Consumer Perceptions and Purchase Intention

Short-form video (SFV) marketing generates structured consumer ratings and unstructured feedback that can be analyzed for e-commerce decision support. This study examines associations between five content- and creator-related perceptions, Creating Shared Value (CSV), and purchase intention among 409 respondents in Bulgaria. From a business intelligence (BI) perspective, this study combines descriptive profiling, clustering, sentiment analysis, formative partial least squares (PLS) path modeling, group-difference testing, and machine-learning prediction to produce descriptive profiles, explanatory associations, consumer segments, text-analytic findings, and predictive results. CSV is specified as a formative composite of eight noninterchangeable product/economic, community/social, and relational indicators associated with short-form video creators. Clarity (β = 0.260), willingness to use (β = 0.226), similarity (β = 0.205), likability (β = 0.177), and empathy (β = 0.130) are positively associated with CSV; CSV is positively associated with purchase intention (β = 0.567). The model explains 69.1% of CSV variance and 32.2% of purchase-intention variance. Six formative weights are significant, all absolute loadings exceed 0.72, and indicator VIFs remain below 5. The group-difference hypothesis is partially supported by 18 omnibus ANOVAs with Holm correction for multiple testing. Significant differences in both CSV and purchase-intention means are found across age groups and categories based on the number of influencers followed. Significant differences in purchase-intention means are also found across social-media use-frequency and daily SFV-viewing-time categories. Clustering, sentiment-analysis, and machine-learning results are interpreted as complementary BI outputs rather than evidence of causal effects or validated campaign effectiveness.