Sonic Strategies: Unveiling the Impact of Sound Features in Short Video Ads on Enterprise Market Entry Performance.

PurposeDesign/methodology/approachFindingsResearch implicationsPractical implicationsOriginalityThis study investigates the sound features of short video advertisements (ads) released by enterprises entering the social e-commerce market and tests whether they are potential drivers of enterprise performance. Based on these findings, this study provides practical references for the design of enterprise ads and short-video social e-commerce platforms.An integrated approach comprising machine learning algorithms and various statistical analysis techniques was employed to quantify sound features. Subsequently, we conducted correlation tests, regression analyses, and robustness tests to further verify our measurements and hypotheses.Sound features in advertisements directly influence an enterprise’s market entry performance. We found that speech rate and voice quality positively affected market entry performance, while loudness and voice pitch negatively impacted performance. In addition, the tempo of the background music positively influences performance.Operating within a cohesive research framework, this study extensively examines the effects of key sound features on enterprise performance. This study also contributes to broadening the academic literature related to the heuristic-systematic model theory and extends audio analysis methods to the social e-commerce market entry field, providing empirical evidence of the impact of sound features on the market entry performance of enterprises.The findings emphasize that enterprises should comprehend the role of sound features and utilize them appropriately when designing ads to be released upon entering the short video social e-commerce market. Furthermore, by considering the findings and audio analysis technologies, platforms can identify user references for sound more precisely and provide enterprises with more guidelines for sound design.This is the first empirical study to discuss the impact of sound features in short video ads on enterprises’ market-entry performance. Additionally, it combines the social e-commerce platform context and expands enterprise market entry to the most popular short video market. [ABSTRACT FROM AUTHOR]