... of word-of-mouth and flow experience within the Stimulus-Organism-Response framework in shaping purchase intention. Design/methodology/approach To address this gap, the study develops and empirically tests an integrative model examining how positive short-form video attributes – informativeness...

... attributes. It also examines the mediating role of flow experience and the moderating effects of technophilia. Design/methodology/approach A total of 362 responses were collected via an online survey. The data were analysed using consistent partial least squares structural equation modelling (PLSc-SEM...