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Whereas the number of influencers has a positive effect on traffic but produces an inverted U-shape for sales, both effects were undermined under a high discount condition.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Originality\/value<\/jats:title><jats:p>This study is the first to explore the two distinct effects (repetition effect and diffusion effect) of influencer endorsement on browsing and purchasing behavior and theorize about the moderate effects of discounts on these effects.<\/jats:p><\/jats:sec>","DOI":"10.1108\/imds-06-2024-0551","type":"journal-article","created":{"date-parts":[[2025,2,27]],"date-time":"2025-02-27T05:02:02Z","timestamp":1740632522000},"page":"1573-1600","source":"Crossref","is-referenced-by-count":5,"title":["Effective strategies in short video advertising: leveraging influencer endorsements and discounts"],"prefix":"10.1108","volume":"125","author":[{"ORCID":"https:\/\/orcid.org\/0000-0002-5779-453X","authenticated-orcid":false,"given":"Lin","family":"Yuan","sequence":"first","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-5100-0137","authenticated-orcid":false,"given":"Yan","family":"Shi","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-4303-1689","authenticated-orcid":false,"given":"Hao","family":"Xia","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-8794-8544","authenticated-orcid":false,"given":"Qiang","family":"Ye","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"140","published-online":{"date-parts":[[2025,2,28]]},"reference":[{"issue":"5","key":"key2025031505575153000_ref001","doi-asserted-by":"publisher","first-page":"755","DOI":"10.1287\/mksc.2015.0936","article-title":"Optimal timing of sequential distribution: the impact of congestion externalities and day-and-date strategies","volume":"34","year":"2015","journal-title":"Marketing Science"},{"issue":"2","key":"key2025031505575153000_ref002","doi-asserted-by":"publisher","first-page":"159","DOI":"10.1007\/bf00436035","article-title":"Measuring the hedonic and utilitarian sources of consumer attitudes","volume":"2","year":"1991","journal-title":"Marketing Letters"},{"issue":"1","key":"key2025031505575153000_ref003","doi-asserted-by":"publisher","first-page":"27","DOI":"10.1177\/00222429211013042","article-title":"A new livestream retail analytics framework to assess the sales impact of emotional displays","volume":"86","year":"2022","journal-title":"Journal of Marketing"},{"issue":"4","key":"key2025031505575153000_ref004","doi-asserted-by":"publisher","first-page":"49","DOI":"10.1509\/jm.12.0052","article-title":"Consumer evaluations of sale prices: role of the subtraction principle","volume":"77","year":"2013","journal-title":"Journal of Marketing"},{"key":"key2025031505575153000_ref005","doi-asserted-by":"publisher","DOI":"10.1016\/j.jbusres.2022.113606","article-title":"Mega or macro social media influencers: who endorses brands better?","volume":"157","year":"2023","journal-title":"Journal of Business Research"},{"key":"key2025031505575153000_ref006","article-title":"Bytedance 2021 target interview summary","author":"Bytedance","year":"2021"},{"issue":"2","key":"key2025031505575153000_ref007","doi-asserted-by":"publisher","first-page":"292","DOI":"10.1086\/376800","article-title":"Brand familiarity and advertising repetition effects","volume":"30","year":"2003","journal-title":"Journal of Consumer Research"},{"key":"key2025031505575153000_ref008","doi-asserted-by":"publisher","first-page":"8","DOI":"10.1016\/j.jretconser.2021.102672","article-title":"How the destination short video affects the customers\u2019 attitude: the role of narrative transportation","volume":"62","year":"2021","journal-title":"Journal of Retailing and Consumer Services"},{"key":"key2025031505575153000_ref009","doi-asserted-by":"publisher","first-page":"221","DOI":"10.1016\/j.jbusres.2019.11.048","article-title":"A customer-focused approach to improve celebrity endorser effectiveness","volume":"109","year":"2020","journal-title":"Journal of Business Research"},{"issue":"1","key":"key2025031505575153000_ref010","doi-asserted-by":"publisher","first-page":"57","DOI":"10.1177\/0022243718820587","article-title":"Wearout or weariness? 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