Attention marketing in fragmented entertainment: How advertising embedding influences purchase decision in short-form video apps

Advertising during short-form videos (SFVs) to take advantage of users' fragmented attention provides a new touchpoint to reach potential consumers, while the unique elements of attention-based purchase mechanism is still unclear. Drawing on sociotechnical systems theory and PLS modeling on 398 samples, this study examines how the social and technological affordances of SFV apps capture user attention by triggering a desire to postpone closure, thereby reducing users’ defensive judgments about advertising and stimulating potential passive demands. In addition, we find that the transition from purchase intention to purchase behavior on the SFV platform is negatively moderated by brand familiarity, which differs from that found in conventional human-computer interaction and online shopping. The findings provide managerial insights for sustainable operations, advertising strategies, and e-commerce integration of SFV platforms.