Exploring consumer responses to short-form video marketing in the medical aesthetics sector

Chiao-Chen Chang is an Associate Professor in the College of Management at Taipei Medical University, Taipei, Taiwan (R.O.C.). She holds a PhD in Business Administration with a concentration in marketing. Her primary research interests include marketing strategy, brand management, consumer behavior and health communication. Chang’s work explores the psychological and behavioral mechanisms that drive consumer decision-making, particularly in the context of branding and marketing communications. She has published in a variety of peer-reviewed journals and has contributed to interdisciplinary research projects focusing on public health marketing and consumer responses to health-related branding. Her recent work examines how trust, brand image and country-of-origin cues influence consumers’ attitudes and intentions, especially in sectors such as healthcare, pharmaceuticals and digital health. In addition to her academic contributions, Chang has actively collaborated with industry and government agencies on market research and strategic brand planning.