...Jieli Zhang; Chunqing Li Purpose This study focuses on the influence of content characteristics on customer input on short video platforms (CISVP) and the mediating role of groundedness, fun and customer inspiration as well as the asymmetric relationships among these variables. Design...

... of the scale psychometrics and hypotheses testing. Findings Among other findings, this study shows that: inspirational content (utilitarian vs hedonic) exerts a positive differential effect on customer inspiration (CI) such that the effect of hedonic content is more pronounced than utilitarian content...