Who generates your video ads? The matching effect of short-form video sources and destination types on visit intention

Short-form videos that match the source of content with the type of destination can significantly boost user engagement and intention to visit, according to new research. The study found that for hedonic destinations like Kulangsu, user-generated content (UGC) or professional user-generated content (PUGC) yields higher engagement and visit intention, while professionally generated content (PGC) or PUGC is more effective for utilitarian destinations such as the Xi'an City Wall. Perceived credibility and usefulness mediate these effects, highlighting how content sourcing influences marketing outcomes. The research used a 3 × 2 experimental design on TikTok to test these hypotheses, offering practical insights for marketers and researchers in destination promotion.

Li, H., & Tu, X. (2023). Who generates your video ads? The matching effect of short-form video sources and destination types on visit intention. Asia Pacific Journal of Marketing and Logistics, 36(3), 660–677. https://doi.org/10.1108/apjml-04-2023-0300