{"id":"https://openalex.org/W4409332117","doi":"https://doi.org/10.3390/jtaer20020069","title":"Harmonizing Sight and Sound: The Impact of Auditory Emotional Arousal, Visual Variation, and Their Congruence on Consumer Engagement in Short Video Marketing","display_name":"Harmonizing Sight and Sound: The Impact of Auditory Emotional Arousal, Visual Variation, and Their Congruence on Consumer Engagement in Short Video Marketing","publication_year":2025,"publication_date":"2025-04-08","ids":{"openalex":"https://openalex.org/W4409332117","doi":"https://doi.org/10.3390/jtaer20020069"},"language":"en","primary_location":{"id":"doi:10.3390/jtaer20020069","is_oa":true,"landing_page_url":"https://doi.org/10.3390/jtaer20020069","pdf_url":"https://www.mdpi.com/0718-1876/20/2/69/pdf?version=1744111947","source":{"id":"https://openalex.org/S27967161","display_name":"Journal of theoretical and applied electronic commerce research","issn_l":"0718-1876","issn":["0718-1876"],"is_oa":true,"is_in_doaj":true,"is_core":true,"host_organization":"https://openalex.org/P4310310987","host_organization_name":"Multidisciplinary Digital Publishing Institute","host_organization_lineage":["https://openalex.org/P4310310987"],"host_organization_lineage_names":["Multidisciplinary Digital Publishing Institute"],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Journal of Theoretical and Applied Electronic Commerce Research","raw_type":"journal-article"},"type":"article","indexed_in":["crossref","doaj"],"open_access":{"is_oa":true,"oa_status":"gold","oa_url":"https://www.mdpi.com/0718-1876/20/2/69/pdf?version=1744111947","any_repository_has_fulltext":true},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5059175884","display_name":"Qiang Yang","orcid":"https://orcid.org/0000-0002-5373-1566"},"institutions":[{"id":"https://openalex.org/I206777745","display_name":"Nanjing Audit University","ror":"https://ror.org/04zj2bd87","country_code":"CN","type":"education","lineage":["https://openalex.org/I206777745"]}],"countries":["CN"],"is_corresponding":false,"raw_author_name":"Qiang Yang","raw_affiliation_strings":["School of Business, Nanjing Audit University, Nanjing 210017, China"],"raw_orcid":"https://orcid.org/0000-0002-5373-1566","affiliations":[{"raw_affiliation_string":"School of Business, Nanjing Audit University, Nanjing 210017, China","institution_ids":["https://openalex.org/I206777745"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5007368622","display_name":"Yudan Wang","orcid":null},"institutions":[{"id":"https://openalex.org/I206777745","display_name":"Nanjing Audit University","ror":"https://ror.org/04zj2bd87","country_code":"CN","type":"education","lineage":["https://openalex.org/I206777745"]}],"countries":["CN"],"is_corresponding":false,"raw_author_name":"Yudan Wang","raw_affiliation_strings":["School of Business, Nanjing Audit University, Nanjing 210017, China"],"raw_orcid":"https://orcid.org/0009-0007-2082-6845","affiliations":[{"raw_affiliation_string":"School of Business, Nanjing Audit University, Nanjing 210017, China","institution_ids":["https://openalex.org/I206777745"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5100422808","display_name":"Qin Wang","orcid":"https://orcid.org/0000-0002-8391-4996"},"institutions":[{"id":"https://openalex.org/I206777745","display_name":"Nanjing Audit University","ror":"https://ror.org/04zj2bd87","country_code":"CN","type":"education","lineage":["https://openalex.org/I206777745"]}],"countries":["CN"],"is_corresponding":true,"raw_author_name":"Qin Wang","raw_affiliation_strings":["School of Business, Nanjing Audit University, Nanjing 210017, China"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"School of Business, Nanjing Audit University, Nanjing 210017, China","institution_ids":["https://openalex.org/I206777745"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5077301082","display_name":"Yushi Jiang","orcid":"https://orcid.org/0000-0001-6069-4380"},"institutions":[{"id":"https://openalex.org/I4800084","display_name":"Southwest Jiaotong University","ror":"https://ror.org/00hn7w693","country_code":"CN","type":"education","lineage":["https://openalex.org/I4800084"]}],"countries":["CN"],"is_corresponding":false,"raw_author_name":"Yushi Jiang","raw_affiliation_strings":["School of Economics and Management, Southwest Jiaotong University, Chengdu 610032, China"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"School of Economics and Management, Southwest Jiaotong University, Chengdu 610032, China","institution_ids":["https://openalex.org/I4800084"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5101935287","display_name":"Jingpeng Li","orcid":"https://orcid.org/0000-0002-4758-7131"},"institutions":[{"id":"https://openalex.org/I4800084","display_name":"Southwest Jiaotong University","ror":"https://ror.org/00hn7w693","country_code":"CN","type":"education","lineage":["https://openalex.org/I4800084"]}],"countries":["CN"],"is_corresponding":false,"raw_author_name":"Jingpeng Li","raw_affiliation_strings":["School of Economics and Management, Southwest Jiaotong University, Chengdu 610032, China"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"School of Economics and Management, Southwest Jiaotong University, Chengdu 610032, China","institution_ids":["https://openalex.org/I4800084"]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":2,"corresponding_author_ids":["https://openalex.org/A5100422808"],"corresponding_institution_ids":["https://openalex.org/I206777745"],"apc_list":{"value":1000,"currency":"CHF","value_usd":1114},"apc_paid":{"value":1000,"currency":"CHF","value_usd":1114},"fwci":26.005,"has_fulltext":true,"cited_by_count":22,"citation_normalized_percentile":{"value":0.99667371,"is_in_top_1_percent":true,"is_in_top_10_percent":true},"cited_by_percentile_year":{"min":98,"max":100},"biblio":{"volume":"20","issue":"2","first_page":"69","last_page":"69"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T10145","display_name":"Consumer Behavior in Brand Consumption and Identification","score":0.9986000061035156,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T10145","display_name":"Consumer Behavior in Brand Consumption and Identification","score":0.9986000061035156,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.9882000088691711,"subfield":{"id":"https://openalex.org/subfields/3312","display_name":"Sociology and Political Science"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T11536","display_name":"Consumer Retail Behavior Studies","score":0.9848999977111816,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/congruence","display_name":"Congruence (geometry)","score":0.7120835781097412},{"id":"https://openalex.org/keywords/variation","display_name":"Variation (astronomy)","score":0.6240416169166565},{"id":"https://openalex.org/keywords/sight","display_name":"Sight","score":0.6016724109649658},{"id":"https://openalex.org/keywords/psychology","display_name":"Psychology","score":0.5746744871139526},{"id":"https://openalex.org/keywords/arousal","display_name":"Arousal","score":0.573070228099823},{"id":"https://openalex.org/keywords/sound","display_name":"Sound (geography)","score":0.5490536689758301},{"id":"https://openalex.org/keywords/advertising","display_name":"Advertising","score":0.4534064829349518},{"id":"https://openalex.org/keywords/cognitive-psychology","display_name":"Cognitive psychology","score":0.35472095012664795},{"id":"https://openalex.org/keywords/marketing","display_name":"Marketing","score":0.3303399682044983},{"id":"https://openalex.org/keywords/business","display_name":"Business","score":0.31228768825531006},{"id":"https://openalex.org/keywords/social-psychology","display_name":"Social psychology","score":0.2903827428817749},{"id":"https://openalex.org/keywords/acoustics","display_name":"Acoustics","score":0.14847701787948608}],"concepts":[{"id":"https://openalex.org/C132074034","wikidata":"https://www.wikidata.org/wiki/Q154210","display_name":"Congruence (geometry)","level":2,"score":0.7120835781097412},{"id":"https://openalex.org/C2778334786","wikidata":"https://www.wikidata.org/wiki/Q1586270","display_name":"Variation (astronomy)","level":2,"score":0.6240416169166565},{"id":"https://openalex.org/C1517167","wikidata":"https://www.wikidata.org/wiki/Q1134322","display_name":"Sight","level":2,"score":0.6016724109649658},{"id":"https://openalex.org/C15744967","wikidata":"https://www.wikidata.org/wiki/Q9418","display_name":"Psychology","level":0,"score":0.5746744871139526},{"id":"https://openalex.org/C36951298","wikidata":"https://www.wikidata.org/wiki/Q379784","display_name":"Arousal","level":2,"score":0.573070228099823},{"id":"https://openalex.org/C203718221","wikidata":"https://www.wikidata.org/wiki/Q491713","display_name":"Sound (geography)","level":2,"score":0.5490536689758301},{"id":"https://openalex.org/C112698675","wikidata":"https://www.wikidata.org/wiki/Q37038","display_name":"Advertising","level":1,"score":0.4534064829349518},{"id":"https://openalex.org/C180747234","wikidata":"https://www.wikidata.org/wiki/Q23373","display_name":"Cognitive psychology","level":1,"score":0.35472095012664795},{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.3303399682044983},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.31228768825531006},{"id":"https://openalex.org/C77805123","wikidata":"https://www.wikidata.org/wiki/Q161272","display_name":"Social psychology","level":1,"score":0.2903827428817749},{"id":"https://openalex.org/C24890656","wikidata":"https://www.wikidata.org/wiki/Q82811","display_name":"Acoustics","level":1,"score":0.14847701787948608},{"id":"https://openalex.org/C121332964","wikidata":"https://www.wikidata.org/wiki/Q413","display_name":"Physics","level":0,"score":0.0},{"id":"https://openalex.org/C44870925","wikidata":"https://www.wikidata.org/wiki/Q37547","display_name":"Astrophysics","level":1,"score":0.0},{"id":"https://openalex.org/C1276947","wikidata":"https://www.wikidata.org/wiki/Q333","display_name":"Astronomy","level":1,"score":0.0}],"mesh":[],"locations_count":2,"locations":[{"id":"doi:10.3390/jtaer20020069","is_oa":true,"landing_page_url":"https://doi.org/10.3390/jtaer20020069","pdf_url":"https://www.mdpi.com/0718-1876/20/2/69/pdf?version=1744111947","source":{"id":"https://openalex.org/S27967161","display_name":"Journal of theoretical and applied electronic commerce research","issn_l":"0718-1876","issn":["0718-1876"],"is_oa":true,"is_in_doaj":true,"is_core":true,"host_organization":"https://openalex.org/P4310310987","host_organization_name":"Multidisciplinary Digital Publishing Institute","host_organization_lineage":["https://openalex.org/P4310310987"],"host_organization_lineage_names":["Multidisciplinary Digital Publishing Institute"],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Journal of Theoretical and Applied Electronic Commerce Research","raw_type":"journal-article"},{"id":"pmh:oai:doaj.org/article:85a34a9306a84eb5952c30ce98ee97f6","is_oa":true,"landing_page_url":"https://doaj.org/article/85a34a9306a84eb5952c30ce98ee97f6","pdf_url":null,"source":{"id":"https://openalex.org/S4306401280","display_name":"DOAJ (DOAJ: Directory of Open Access Journals)","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"repository"},"license":"cc-by-sa","license_id":"https://openalex.org/licenses/cc-by-sa","version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":"Journal of Theoretical and Applied Electronic Commerce Research, Vol 20, Iss 2, p 69 (2025)","raw_type":"article"}],"best_oa_location":{"id":"doi:10.3390/jtaer20020069","is_oa":true,"landing_page_url":"https://doi.org/10.3390/jtaer20020069","pdf_url":"https://www.mdpi.com/0718-1876/20/2/69/pdf?version=1744111947","source":{"id":"https://openalex.org/S27967161","display_name":"Journal of theoretical and applied electronic commerce research","issn_l":"0718-1876","issn":["0718-1876"],"is_oa":true,"is_in_doaj":true,"is_core":true,"host_organization":"https://openalex.org/P4310310987","host_organization_name":"Multidisciplinary Digital Publishing Institute","host_organization_lineage":["https://openalex.org/P4310310987"],"host_organization_lineage_names":["Multidisciplinary Digital Publishing Institute"],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Journal of Theoretical and Applied Electronic Commerce Research","raw_type":"journal-article"},"sustainable_development_goals":[],"awards":[{"id":"https://openalex.org/G1580196101","display_name":null,"funder_award_id":"SCJJ23ND39","funder_id":"https://openalex.org/F4320321001","funder_display_name":"National Natural Science Foundation of China"},{"id":"https://openalex.org/G5628728903","display_name":null,"funder_award_id":"72402097","funder_id":"https://openalex.org/F4320321001","funder_display_name":"National Natural Science Foundation of China"},{"id":"https://openalex.org/G7161073316","display_name":null,"funder_award_id":"23GLC025","funder_id":"https://openalex.org/F4320321001","funder_display_name":"National Natural Science Foundation of China"}],"funders":[{"id":"https://openalex.org/F4320321001","display_name":"National Natural Science Foundation of China","ror":"https://ror.org/01h0zpd94"},{"id":"https://openalex.org/F4320329865","display_name":"Social Science Foundation of Jiangsu Province","ror":null}],"has_content":{"grobid_xml":true,"pdf":true},"content_urls":{"pdf":"https://content.openalex.org/works/W4409332117.pdf","grobid_xml":"https://content.openalex.org/works/W4409332117.grobid-xml"},"referenced_works_count":115,"referenced_works":["https://openalex.org/W867085811","https://openalex.org/W1799410249","https://openalex.org/W1992130395","https://openalex.org/W2004970418","https://openalex.org/W2011458368","https://openalex.org/W2012279706","https://openalex.org/W2018969581","https://openalex.org/W2023558016","https://openalex.org/W2037954726","https://openalex.org/W2040048604","https://openalex.org/W2043143027","https://openalex.org/W2054385400","https://openalex.org/W2063139645","https://openalex.org/W2081705573","https://openalex.org/W2084411436","https://openalex.org/W2085126443","https://openalex.org/W2087625706","https://openalex.org/W2094348461","https://openalex.org/W2104044149","https://openalex.org/W2109476230","https://openalex.org/W2110567108","https://openalex.org/W2110745711","https://openalex.org/W2121824852","https://openalex.org/W2126153334","https://openalex.org/W2126164224","https://openalex.org/W2127806497","https://openalex.org/W2128296262","https://openalex.org/W2135751594","https://openalex.org/W2144400960","https://openalex.org/W2144810130","https://openalex.org/W2152905082","https://openalex.org/W2168054557","https://openalex.org/W2174893200","https://openalex.org/W2209531107","https://openalex.org/W2509070588","https://openalex.org/W2736051199","https://openalex.org/W2753974104","https://openalex.org/W2794011104","https://openalex.org/W2797440979","https://openalex.org/W2808003960","https://openalex.org/W2808770954","https://openalex.org/W2906872296","https://openalex.org/W2923877615","https://openalex.org/W2925440129","https://openalex.org/W2941210906","https://openalex.org/W2956329843","https://openalex.org/W2963750251","https://openalex.org/W2964600867","https://openalex.org/W2969453388","https://openalex.org/W2985809614","https://openalex.org/W2995440506","https://openalex.org/W3016193994","https://openalex.org/W3020625978","https://openalex.org/W3024749227","https://openalex.org/W3029531376","https://openalex.org/W3092257044","https://openalex.org/W3107730051","https://openalex.org/W3125510825","https://openalex.org/W3132149144","https://openalex.org/W3168289492","https://openalex.org/W3213413909","https://openalex.org/W4214513907","https://openalex.org/W4225082399","https://openalex.org/W4229041362","https://openalex.org/W4247442285","https://openalex.org/W4256270647","https://openalex.org/W4280645626","https://openalex.org/W4281886546","https://openalex.org/W4285058878","https://openalex.org/W4292412129","https://openalex.org/W4292658114","https://openalex.org/W4308902970","https://openalex.org/W4311831574","https://openalex.org/W4311943404","https://openalex.org/W4316497022","https://openalex.org/W4319444383","https://openalex.org/W4361294254","https://openalex.org/W4366087123","https://openalex.org/W4367600541","https://openalex.org/W4376638015","https://openalex.org/W4377943412","https://openalex.org/W4378187099","https://openalex.org/W4381512853","https://openalex.org/W4383341555","https://openalex.org/W4384559272","https://openalex.org/W4387418633","https://openalex.org/W4387652379","https://openalex.org/W4389866328","https://openalex.org/W4391492477","https://openalex.org/W4392016790","https://openalex.org/W4392553557","https://openalex.org/W4401284969","https://openalex.org/W4402230433","https://openalex.org/W4403121911","https://openalex.org/W4403498006","https://openalex.org/W4404228444","https://openalex.org/W4404567437","https://openalex.org/W4405025358","https://openalex.org/W4405660648","https://openalex.org/W4406338583","https://openalex.org/W6672092514","https://openalex.org/W6683746137","https://openalex.org/W6810029677","https://openalex.org/W6842020035","https://openalex.org/W6847213837","https://openalex.org/W6849755858","https://openalex.org/W6851321807","https://openalex.org/W6851814375","https://openalex.org/W6854096176","https://openalex.org/W6860029564","https://openalex.org/W6861051365","https://openalex.org/W6861113328","https://openalex.org/W6862408184","https://openalex.org/W6874667939","https://openalex.org/W6875961945"],"related_works":["https://openalex.org/W3214178347","https://openalex.org/W2386430105","https://openalex.org/W2353119552","https://openalex.org/W2364379655","https://openalex.org/W2808673637","https://openalex.org/W2408516727","https://openalex.org/W2990201137","https://openalex.org/W4247920850","https://openalex.org/W2383259906","https://openalex.org/W4312089944"],"abstract_inverted_index":{"Social":[0],"media":[1],"influencers":[2,140],"strategically":[3],"design":[4,146],"the":[5,128],"auditory":[6,19,68],"and":[7,22,57,71,112,144],"visual":[8,23,113,145],"features":[9],"of":[10],"short":[11,48,122],"videos":[12,49],"to":[13,45,148],"enhance":[14,149],"consumer":[15,72,116,132],"engagement.":[16,86,100,133],"Among":[17],"these,":[18],"emotional":[20,69],"arousal":[21,70,76,84,111],"variation":[24,97,114],"play":[25],"crucial":[26],"roles,":[27],"yet":[28],"their":[29],"interactive":[30],"effects":[31],"remain":[32],"underexplored.":[33],"Drawing":[34],"on":[35],"multichannel":[36],"integration":[37],"theory,":[38],"this":[39],"study":[40],"applies":[41],"multimodal":[42],"machine":[43],"learning":[44],"analyze":[46],"12,842":[47],"from":[50],"Douyin,":[51],"integrating":[52],"text":[53],"analysis,":[54],"sound":[55],"recognition,":[56],"image":[58],"processing.":[59,118],"The":[60],"results":[61],"reveal":[62],"an":[63],"inverted":[64],"U-shaped":[65],"relationship":[66],"between":[67,110],"engagement,":[73,106],"where":[74],"moderate":[75],"maximizes":[77],"interaction":[78],"while":[79],"excessively":[80],"high":[81,108],"or":[82],"low":[83],"reduces":[85],"Visual":[87],"variation,":[88],"however,":[89],"exhibits":[90],"a":[91],"positive":[92],"linear":[93],"effect,":[94],"with":[95],"greater":[96],"driving":[98],"higher":[99],"Notably,":[101],"audiovisual":[102],"congruence":[103],"significantly":[104],"enhances":[105],"as":[107],"alignment":[109],"optimizes":[115],"information":[117],"These":[119],"findings":[120],"advance":[121],"video":[123],"marketing":[124],"research":[125],"by":[126],"uncovering":[127],"multisensory":[129],"interplay":[130],"in":[131,141],"They":[134],"also":[135],"provide":[136],"practical":[137],"guidance":[138],"for":[139],"optimizing":[142],"voice":[143],"strategies":[147],"content":[150],"effectiveness.":[151]},"counts_by_year":[{"year":2026,"cited_by_count":17},{"year":2025,"cited_by_count":5}],"updated_date":"2026-07-22T07:51:19.307946","created_date":"2025-10-10T00:00:00"}