What question did this study set out to answer?

This research aims to explore how users perceive marketing cues in short-form video content.

June 3, 2026Open Access

Reading Marketing Sense in Short Video Content

Key Points

This research aims to explore how users perceive marketing cues in short-form video content.
Survey of TikTok video stimuli with Likert-scale ratings and open-ended responses conducted with 203 participants.
Data cleaning was performed to create a valid analytic sample for analysis.
Identification of explicit commercial and authenticity cues in video content through user responses.
Users recognized marketing sense through explicit cues like product links and demonstrations.
Authenticity cues, including scripted dialogue and voiceovers, impacted users' perceptions of videos.
Recommendations provided for improving user experience and perceived authenticity in marketing content.

Abstract

This professional thesis studies how users perceive marketing sense in short-form video content. The project uses a survey of TikTok video stimuli, Likert-scale ratings, and open-ended responses. After data cleaning, the analytic sample includes 203 valid survey responses. The analysis shows that users identify marketing sense through explicit commercial cues, such as product links, price language, and dense product demonstrations. It also shows that authenticity cues matter. Scripted dialogue, voiceover style, repeated ad formats, and staged reactions can make a video feel more commercial even when the content is presented as ordinary entertainment. The deliverable is designed for content teams, UX researchers, platform designers, and brand strategists. It offers practical recommendations for reducing user fatigue and improving perceived authenticity while preserving useful product information.

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