Abstract：

Amid the digitization of consumer behavior, short-form video has become a decisive medium for food brands; this study synthesizes international and Chinese scholarship to explain how it shapes purchase intention through five mutually reinforcing drivers—authenticity, practicality, sensory stimulation, emotional resonance, and platform adaptation. We advance a strategic functional–emotional–social framework that links precise audience targeting with value-centric storytelling and multi-platform dissemination, showing that authentic, useful, and affect-rich content deepens brand trust, heightens sensory engagement, and mobilizes viewers as co-creators rather than passive recipients. By clarifying the synergistic interplay of informational, affective, and technological factors, the study extends digital food marketing theory and offers actionable guidance: sustained innovation in content design, narrative authenticity, and platform alignment is essential to convert fleeting attention into durable purchase intention and, ultimately, sustainable brand growth.

Key Words：

short-form video marketing; food and beverage brands; consumer purchase intention; authenticity; emotional resonance; platform strategy