The impact of advertisement disclosure on consumer engagement in short videos: an understanding from the perspective of consumer perception

The targeted recommendations and user-friendly operation of short videos offer influencers more options for advertising disclosure modes. In short videos, the response of consumers to influencers’ advertising disclosure remains unclear. Therefore, in this study, we collect a large amount of comment data in short video advertisements, aiming to explore the impact of consumers’ awareness and attitude of advertising disclosures on their engagement. We construct consumer perception variables and engagement variables based on deep learning and data mining methods. By utilising U&G theory, we establish a mapping from perception variables to consumer engagement and discover that consumers’ awareness and attitude of advertising disclosure are significantly correlated with their engagement. Moreover, influencer types, influencer genders, and product types exhibit varying degrees of moderating effects. This study empirically explores consumers’ reactions to advertising perception in the short video domain, enhancing our understanding of social media influencer marketing and emphasising the importance of influencers and product types. Additionally, our comment processing method based on deep learning contributes to social media research, and our findings provide insights for businesses on how to launch products to attract consumers.