Traditional Web Advertising Characteristics and Social Media Influencer-Specific Characteristics: A Mediation–Moderation of Perceived Advertising Value and Product Involvement

Abstract

This study investigates how traditional web advertising dimensions and social media influencer attributes drive purchase intention on short-form video platforms, specifically Douyin. Grounded in the Stimulus–Organism–Response (SOR) framework and Elaboration Likelihood Model (ELM), the research examines the direct and mediating mechanisms of influencer marketing. Data from 719 Douyin users in Mainland China were collected using a quota-guided non-probability technique. The data were analysed using SPSS 26.0 and SmartPLS 4.1. Results confirm that informativeness, entertainment, credibility, parasocial interaction, attractiveness, and interaction incentives positively influence perceived advertising value (PAV), whereas irritation negatively impacts it. The findings indicate that PAV transmits the effects of these stimuli to brand attitude and purchase intention, and that brand attitude partially mediates the effect of PAV on purchase intention. Furthermore, product involvement significantly moderates all seven stimulus–PAV relationships, strengthening the effects of the positive stimuli and attenuating the negative effect of irritation. This pattern supports the hypothesised moderation for informativeness and credibility but runs contrary to the hypothesised direction for entertainment, irritation, parasocial interaction, attractiveness, and interaction incentives. At low product involvement, none of the positive stimuli significantly affected PAV. These findings show that influencer-specific cues add to, rather than replace, traditional drivers of advertising value, and that product involvement amplifies the value consumers derive from short-form video advertisements, offering theoretical and managerial implications for academics and practitioners.