Study on the Influence of Short Video Advertisement Duration and Placement Methods on Purchase Intentions Among Secondary School Students

Xinyi Liao

doi:10.47297/wspciWSP2516-252782.20250905

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Study on the Influence of Short Video Advertisement Duration and Placement Methods on Purchase Intentions Among Secondary School Students

Volume 9, Issue 5

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Study on the Influence of Short Video Advertisement Duration and Placement Methods on Purchase Intentions Among Secondary School Students
Study on the Influence of Short Video Advertisement Duration and Placement Methods on Purchase Intentions Among Secondary School Students
Hangzhou Weihan International School, Hangzhou, Zhejiang, 311100, China
Vol. 9, Issue 5, Pages: 411-418(2025)
Published：30 October 2025
DOI：10.47297/wspciWSP2516-252782.20250905
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Liao Xinyi.Study on the Influence of Short Video Advertisement Duration and Placement Methods on Purchase Intentions Among Secondary School Students[J].Creativity and Innovation,2025,09(05):411-418.
DOI：

Liao Xinyi.Study on the Influence of Short Video Advertisement Duration and Placement Methods on Purchase Intentions Among Secondary School Students[J].Creativity and Innovation,2025,09(05):411-418. DOI： 10.47297/wspciWSP2516-252782.20250905.

摘要

Abstract

Short video platforms are now very popular. Because of this

short video ads have become a key way for brands to reach young people. High school students are digital natives. How they react to these ads really affects a brand's strategy. This study looks at two main things: how long an ad should be and how it is placed in a video. We used existing research and content analysis to see how these things affect a high school student's plan to buy something. We found that ads which are 15 to 30 seconds long work best. This length keeps their attention and shares information well. We also found that subtle ad placements work best. For example

when a product is shown naturally in a school scene. This type of ad feels less like an ad

so students are less likely to skip it

but they still remember the brand. This research helps fill a gap in what we know about the high school age group. It gives practical advice for brands making short video ads for them.

关键词

Keywords

references

Zhou Huai-gu, Wang Xing-huai, Liu Xuan-lin. Empirical Study on Factors Influencing New Media Users' Purchase Intentions Based on the Douyin Platform [J]. China Business Review, 2025(4).

Cao Yingzhao. Research on Social Media Marketing Strategies Based on Consumer Purchase Intentions [J]. Modern Economic Information, 2019(20):2..

Ji Xiaofen, Zhao Yang, Xiao Zengrui. The Impact of Short Video Content Marketing by Apparel Brands on Consumer Purchase Intentions and Communication Intentions [J]. Journal of Clothing Studies, 2023, 8(5):457-464.

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