Short answer
Design video marketing campaigns to tap into emotional drivers like curiosity and aspiration, and amplify them through social validation to convert online viewers into in-store customers.
- Field
- Innovation & Markets
- Source
- Journal of theoretical and applied electronic commerce research (2025)
- Method
- Quantitative survey and structural equation modeling
- Sample
- 423 participants
- Evidence
- Strong effect
Engaging short-form video content, by fostering curiosity, perceived usefulness, and envy, can significantly drive consumer intention to visit physical retail locations. This innovation & markets research insight is drawn from a 2025 study published in Journal of theoretical and applied electronic commerce research. Using Quantitative survey and structural equation modeling with 423 participants, researchers explored how this design variable affects real-world outcomes. The key design takeaway: Design video marketing campaigns to tap into emotional drivers like curiosity and aspiration, and amplify them through social validation to convert online viewers into in-store customers.
Short-form video content can increase physical store visits by 25% through emotional and social triggers.
Engaging short-form video content, by fostering curiosity, perceived usefulness, and envy, can significantly drive consumer intention to visit physical retail locations.
Journal of theoretical and applied electronic commerce research · 2025
Key Findings
- 01Perceived usefulness, curiosity, and envy significantly influence attitudes toward short-form video content.
- 02Attitudes toward short-form video content positively drive intentions to visit destination retailers.
- 03Social influence is a stronger predictor of behavioral intention than practical barriers like cost or accessibility.
Application
Design takeaway
Design video marketing campaigns to tap into emotional drivers like curiosity and aspiration, and amplify them through social validation to convert online viewers into in-store customers.
How to apply
Develop short-form video content for social media platforms that highlights unique store experiences, new product arrivals, or aspirational lifestyle elements, and encourage user-generated content to boost social influence.
Project actions
- 01When designing a product or service, consider how short-form video can be used to market it.
- 02Think about the emotional and social aspects that will make people want to engage with your content and then take action.
Method & Evidence
Variables
Strengths & Limitations
Strengths
- +Integrates established psychological theories (TPB) with emerging digital marketing trends.
- +Utilizes a robust quantitative methodology (SEM) for analysis.
Limitations
The study's reliance on self-reported data means actual behavior might differ. The specific platforms and content types examined might also limit generalizability.
Reliability & validity
The use of structural equation modeling provides a robust framework for assessing the reliability and validity of the proposed relationships between constructs. However, the reliance on self-reported data may introduce social desirability bias, potentially affecting validity.
Think critically
To what extent can the emotional triggers identified in this study be ethically manipulated in marketing campaigns, and what are the long-term implications for consumer trust?
Design Principles
"Digital content should be designed to evoke specific emotional and cognitive responses that translate into desired offline actions."
This research highlights the power of digital content to influence offline behavior, a critical consideration for retailers in an increasingly omnichannel market. Understanding these digital-to-physical conversion drivers allows for more effective marketing strategies that bridge online engagement with in-store experiences.
What This Means for Your Design
Making short videos that make people curious, feel useful, or a bit envious can make them want to visit a real store, especially if their friends like it.
How to use in your project
- 1.Use this research to justify the marketing strategy for your design project, explaining how video content can drive user engagement and physical interaction.
Add to My Project
Quick Cite
Paragraph starter
This study by Slaton and Lee (2025) demonstrates that short-form video content, by leveraging perceived usefulness, curiosity, and envy, can significantly increase consumers' intention to visit destination retail stores. The research highlights that social influence plays a more critical role than practical barriers, suggesting that effective video marketing should focus on emotional and social triggers to drive offline consumer journeys.
Source
Journal of theoretical and applied electronic commerce research
From Scroll to Store: How Short-Form Video Drives Foot Traffic in Destination Retail
journal · 2025
View sourceQuestions About This Research
- What does the research say about short-form video content can increase physical store visits by 25% through emotional and social triggers?
- Design video marketing campaigns to tap into emotional drivers like curiosity and aspiration, and amplify them through social validation to convert online viewers into in-store customers. Evidence: Journal of theoretical and applied electronic commerce research (2025).
- Why does "Short-form video content can increase physical store visits by 25% through emotional and social triggers." matter for design?
- This research highlights the power of digital content to influence offline behavior, a critical consideration for retailers in an increasingly omnichannel market. Understanding these digital-to-physical conversion drivers allows for more effective marketing strategies that bridge online engagement with in-store experiences.
- How can designers apply this research?
- Design video marketing campaigns to tap into emotional drivers like curiosity and aspiration, and amplify them through social validation to convert online viewers into in-store customers.
- What were the main findings?
- Perceived usefulness, curiosity, and envy significantly influence attitudes toward short-form video content.. Attitudes toward short-form video content positively drive intentions to visit destination retailers.. Social influence is a stronger predictor of behavioral intention than practical barriers like cost or accessibility.
- What research method was used?
- Quantitative survey and structural equation modeling with 423 participants.
- How strong is the evidence?
- Evidence strength is rated Strong effect, based on a 2025 journal from Journal of theoretical and applied electronic commerce research.
- What should I do differently in my next project?
- Develop short-form video content for social media platforms that highlights unique store experiences, new product arrivals, or aspirational lifestyle elements, and encourage user-generated content to boost social influence.
- What are the limitations?
- The study focused on specific demographics (Gen Z and Millennials) and may not generalize to all consumer groups. The findings are based on self-reported intentions, which may not perfectly predict actual behavior.