The Influence of Short-Form Video Gratifications on Consumer Engagement and Purchase Intention: An Explanatory Sequential Study

Abstract With the rapid rise of short-form videos (SFVs) on social media, understanding their influence on consumer behavior is increasingly important. This study examines how SFV gratifications affect consumer engagement and purchase intention, with perceived value as a mediator and e-influencer as a moderator. Grounded in the Uses and Gratifications (U&G) perspective and the Stimulus-Organism-Response (SOR) framework, a conceptual model was developed and then tested using a quantitative survey of 690 valid responses, analyzed via Partial Least Squares Structural Equation Modeling (PLS-SEM). Results show that the gratifications studied significantly impact consumer engagement and, indirectly, purchase intention through perceived value. Unexpectedly, most moderating effects of e-influencer were statistically insignificant. A qualitative follow-up using explanatory sequential design suggests that the term “influencer” may have been misunderstood in the Algerian context. This study offers theoretical insights and practical guidance for Algerian brands optimizing their digital marketing strategies.