{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,7,16]],"date-time":"2026-07-16T22:56:49Z","timestamp":1784242609695,"version":"3.55.0"},"reference-count":132,"publisher":"MDPI AG","issue":"2","license":[{"start":{"date-parts":[[2024,3,26]],"date-time":"2024-03-26T00:00:00Z","timestamp":1711411200000},"content-version":"vor","delay-in-days":0,"URL":"https:\/\/creativecommons.org\/licenses\/by\/4.0\/"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["JTAER"],"abstract":"<jats:p>Short video platforms have problems with increased competition and low advertising conversion rates. Although social presence is closely related to consumer engagement, research regarding the impact of social presence on consumer engagement in short video-embedded advertisements is sparse. We developed a theoretical model, namely a social presence\u2013flow experience\u2013advertising avoidance\u2013advertising engagement model, and explored the mechanism underlying advertising engagement from a psychological and behavioral perspective. The analysis of 563 short video users revealed that the model exhibited excellent explanatory power for advertising engagement (R2 = 41.3%). Social presence can increase consumers\u2019 advertising engagement by enhancing flow experience and reducing advertising avoidance. Meanwhile, the flow experience, by diminishing advertising avoidance, generates a serial mediation effect between social presence and advertising engagement. This study emphasizes social presence\u2019s applicability and influence mechanism in short video-embedded advertisements, a unidirectional information delivery. It provides new theoretical perspectives and practical advice for relevant practitioners.<\/jats:p>","DOI":"10.3390\/jtaer19020038","type":"journal-article","created":{"date-parts":[[2024,3,26]],"date-time":"2024-03-26T13:44:00Z","timestamp":1711460640000},"page":"705-724","update-policy":"https:\/\/doi.org\/10.3390\/mdpi_crossmark_policy","source":"Crossref","is-referenced-by-count":16,"title":["How Social Presence Influences Engagement in Short Video-Embedded Advertisements: The Serial Mediation Effect of Flow Experience and Advertising Avoidance"],"prefix":"10.3390","volume":"19","author":[{"ORCID":"https:\/\/orcid.org\/0009-0002-1806-5438","authenticated-orcid":false,"given":"Can","family":"Zheng","sequence":"first","affiliation":[{"name":"Department of Design and Manufacturing Engineering, Jeonbuk National University, Jeonju 54896, Republic of Korea"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0009-0006-4752-1737","authenticated-orcid":false,"given":"Shuai","family":"Ling","sequence":"additional","affiliation":[{"name":"Department of Design and Manufacturing Engineering, Jeonbuk National University, Jeonju 54896, Republic of Korea"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Dongmin","family":"Cho","sequence":"additional","affiliation":[{"name":"Department of Industrial Design, Jeonbuk National University, Jeonju 54896, Republic of Korea"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0009-0006-9773-9742","authenticated-orcid":false,"given":"Yonggu","family":"Kim","sequence":"additional","affiliation":[{"name":"Department of Industrial Design, Jeonbuk National University, Jeonju 54896, Republic of Korea"}],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"1968","published-online":{"date-parts":[[2024,3,26]]},"reference":[{"key":"ref_1","doi-asserted-by":"crossref","first-page":"933542","DOI":"10.3389\/fpsyg.2022.933542","article-title":"Exploring Youth Consumer Behavior in the Context of Mobile Short Video Advertising Using an Extended Stimulus\u2013Organization\u2013Response Model","volume":"13","author":"Tian","year":"2022","journal-title":"Front. 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