The Effects of Short-Form Content Characteristics on Brand Image and Visit Intention: Focusing on Food Service Companies

This study aims to examine the effects of short-form content characteristics on brand image and visit intention in the context of foodservice companies. The four dimensions of short-form content—enjoyment, immersion, usefulness, and recency—were derived from prior studies, and their impact on consumers’ brand perception and behavioral intention was empirically analyzed. Based on a survey of 195 participants and structural equation modeling, the results revealed that enjoyment, immersion, and usefulness had a significant positive effect on brand image, whereas recency showed no significant effect on brand image but exerted a positive influence on visit intention. Among them, enjoyment and immersion were particularly influential on visit intention, while usefulness contributed to strengthening brand image. These findings suggest that emotionally engaging and informative short-form content can strengthen consumer-brand relationships and increase the likelihood of store visits. Theoretical implications include the extension of short-form content research to the foodservice context, while practical implications point to the strategic importance of content planning that enhances both emotional connection and brand positioning through immersive and enjoyable digital experiences.