Marketing Communication through Short-Video Content and Its Impact on Consumer Behavior and Decision-Making: A Systematic Literature Review

Abstract

The rapid growth of short-video platforms has transformed marketing communication and consumer behavior in social commerce environments. Existing studies remain fragmented regarding research trends, theoretical perspectives, communication strategies, and consumer behavioral outcomes associated with short-video marketing. This study integrates previous findings and proposes a comprehensive understanding of how short-video marketing communication influences consumer behavior through psychological mechanisms. A Systematic Literature Review (SLR) following the PRISMA guidelines was conducted. Twenty eligible articles published between 2019 and 2026 were selected and analyzed using descriptive and thematic synthesis. The findings indicate that the literature is dominated by TikTok studies conducted in Southeast Asia. Source Credibility Theory, Uses and Gratifications Theory, Stimulus–Organism–Response Theory, and Parasocial Relationship Theory are the dominant frameworks. Influencer credibility, entertainment, personalization, and live commerce significantly influence trust, engagement, purchase intention, and impulse buying. Short-video marketing communication operates through communication, psychological, and behavioral mechanisms. The findings provide theoretical, empirical, and practical implications and suggest future research on cross-platform comparisons, longitudinal behavior, and artificial intelligence applications.