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Merchandising/Marketing/Retailing: Branding

From DIY to Buy: The impact of Short Video Marketing Generated by Makers on Consumers’ Purchase Intentions 

Authors
  • Emily M.S. Worrall orcid logo (Iowa State University)
  • Te-Lin Chung orcid logo (Iowa State University)

Abstract

This study explores how short video marketing (SVM) featuring Makers influences consumer purchasing intentions for handmade apparel. Guided by the Stimulus-Organism-Response (S-O-R) model, 129 U.S. participants viewed 15-second videos of an embroidered crew neck, either showcasing a Maker or not. Results revealed that SVM with Makers significantly influenced purchase intentions, with love, sustainability, and artistry as key factors. For videos without Makers, love and quality emerged as predictors. The findings highlight the value of featuring Makers in SVM to enhance emotional connections, craftsmanship, and sustainability, offering small businesses a competitive edge over mass-produced alternatives. However, trust and uniqueness did not significantly impact purchasing behavior. The study underscores the importance of emphasizing emotional appeal and quality in SVM content creation. Future research should examine videos showing the complete creation process to understand consumer perceptions of handmade apparel better and further differentiate it from mass-produced items.

Keywords: Video Marketing, Entrepreneurs, Small Business

How to Cite:

Worrall, E. M. & Chung, T., (2025) “From DIY to Buy: The impact of Short Video Marketing Generated by Makers on Consumers’ Purchase Intentions ”, International Textile and Apparel Association Annual Conference Proceedings 81(1). doi: https://doi.org/10.31274/itaa.18914

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Published on
2025-01-21

Peer Reviewed