The impact of storytelling marketing in short videos on consumers' impulsive purchasing behavior

Based on the SOR (Stimulus-Organism-Response) theory, this study examines storytelling marketing in short videos by considering characters, plots, and styles as research dimensions. A research model is constructed to explore the impact of these storytelling elements on consumer impulse buying behavior. Data were collected through a survey questionnaire and analyzed using SPSS and Amos for statistical analysis and hypothesis testing. The study concludes that: (1) characters, plots, and styles positively influence consumers’ perceived pleasure and perceived trust. (2) Perceived pleasure and perceived trust positively influence consumers’ impulse buying. Finally, the significance and limitations of this study are discussed.